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Swedish Fish Help Catch Customers

Posted on 04/22/14 in Branded Sweets
Swedish Fish are a well-known staple of many American childhoods. What better way to market than to associate a brand with a much beloved snack? While you have likely seen the candy on store shelves or in movie theaters, you might not know where the name came from, how long Swedish Fish have been around, where they are sold throughout the world, and whether they are truly Swedish, as the name implies. Read on to learn more about the history of Swedish Fish.

Where It All Started

Swedish Fish come from a long tradition of popular European gummy candy called "wine gums." While they contain no wine, there are a couple of key attributes that make wine gums special. One key difference is they are a little firmer than regular gummies. Swedish Fish and similar candies are also completely free of gelatin making them 100% vegetarian, unlike most other gummy candy. Sweet!

Swedish Fish did indeed originally come from Sweden. They swam across the Atlantic to the United States in the mid to late 1950s, branded by a Swedish candy company called Malaco. Apparently, Americans are very unoriginal in their naming practices, deciding "Swedish Fish" was appropriate because they came from Sweden, where there was a booming fish industry. While a Swedish company created them, these little gummy swimmers were developed specifically for the United States' and Canada's candy markets.

Swedish Fish Today

Originally, all Swedish Fish were created in two flavors: the classic red we see at movie theater counters and drugstores across the nation, and a salty licorice variety that never really caught on in the US but remains enormously popular in Europe. Other colors and flavors were later introduced including a lemon-flavored yellow, lime-flavored green, grape-flavored purple, and orange-flavored orange. Other sea creature shapes were also created, including puffer fish, whales, seahorses, dolphins, and starfish.

Today, the Cadbury Adams confectionary company produces Swedish Fish in the United States, while Malaco continues to generate their Swedish counterpart, called pastellfiskar.

Swedish Fish for… Branding?

Many companies are seeking new and original ways to display their brand, and Swedish Fish have proven to be one such venue. From marketing enormous jars filled with the little red fish that proudly display company logos or messages to simply setting out a candy dish in your office, there are endless ways to make great use of Swedish Fish - a little more original (and perhaps more appealing) than the usual hard cellophane-wrapped peppermints.


Posted by: Robert Stillman
Our CEO


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