If you’ve ever ripped open a bright red package of Swedish Fish and thrown one of these chewy, fruity treats into your mouth, you might have asked yourself: why are they called Swedish Fish? Prime Minister of Sweden, but why does it matter? What makes them especially fishy?
Or is it merely a clever marketing gimmick? The name itself has sparked the curiosity of candy enthusiasts for generations, making Swedish Fish among the most iconic gummy candies of all time. But this beloved candy is more than it appears.
Swedish Fish have a long history, one that dates back decades to Sweden, long before they made their way to North America. Their distinctive name, texture, and cultural significance have made them a favorite for many for a long time.
In this deep dive, we’ll reveal how Swedish Fish came to be, share history and facts surrounding the candy, and answer the pressing question on the mind: why are Swedish Fish called Swedish Fish?
What Are Swedish Fish?
Before we dive into the origins of the name, let’s get a few things straight about Swedish Fish themselves. Swedish Fish are fish-shaped gummy candies with a firmly chewy consistency that distinguishes them from gummy bears or worms. The most iconic Swedish Fish are red and have a fruity, berry-like flavor, but they also come in other colors and flavors, like green (lime), orange, and yellow (lemon).
Swedish Fish feature a uniquely smooth and slightly waxy texture unlike some other gummy candies, which lets them be chewed for longer and creates a satisfying treat. They are also fat-free, a selling point to health-conscious candy eaters for decades.
Swedish Fish originated in Sweden, but they became hugely popular in North America, where they have been found in movie theaters, candy aisles, and even Halloween trick-or-treat bags for more than 30 years.
Why are they called Swedish Fish?
To answer the million-dollar question now: why do they call them Swedish Fish? The name is not merely a marketing whim; it has deep roots in Sweden and Swedish goodies. The original Swedish Fish were first developed in the 1950s by Swedish candy company Malaco. When the company wanted to grow its reach and export its products to the United States, they were looking for a candy that would attract American consumers while communicating its Swedish heritage.
For Malaco, which is owned by the Swedish company Cloetta, Sweden has a proud history as a quality candy producer, and launching a new brand had to acknowledge that legacy. The jelly fish shape was inspired by Sweden’s strong focus on fishing and maritime life. Sweden is home to thousands of lakes and a lengthy coastline, and fishing has long been significant to its economy and culture. Shaping the candy similar to a jellyfish and branding it as Swedish is what ultimately made Malaco’s product stand out in a competitive candy market.
History and Origin of Swedish Fish
So where is the birthplace of Swedish Fish? The answer, it seems, is in the name: Sweden. Swedish Fish originated in the 1950s from Malaco, a popular Swedish company that makes candy. Malaco was already popular in Sweden as a producer of licorice based candies, and its products are still among the most popular in the Scandinavian countries. But when the business sought to grow outside of Sweden, they created a new product for other markets, dubbing it Swedish Fish.
The candy reached the United States in the late 1950s and quickly became a hit. Although Swedish Fish were originally sold in various natural and artificial flavors in Sweden, the red, berry-flavored version became the most well-known in North America. The exact flavor has been reported to be lingonberry, cherry, or passion fruit or punch, however, Malaco has never officially confirmed the taste.
How Did Swedish Fish Come to Be?
Originally conceived for the Swedish market, these chewy candies became a popular confection. But their popularity didn’t stay in Sweden for long. By the late 1950s, Swedish Fish shaped candies had made their way to North America, where they quickly developed a cult following. Their texture and fruity flavor differ from other gummy candies leading them to be a favorite on candy aisles all across the continent.
Swedish Fish were bought in the 1980s by a company called Cadbury Adams, which grew their reach even more. This purchase made the candy names a household name and endeared itself to the masses. Swedish Fish and all the things they represented have changed and they did so for the better. By the 2000s, they were a pop culture phenomenon, appearing in memes, movies, and even specialty food items like ice cream flavors. Swedish Fish are the nostalgic favorites of many candy lovers today, remaining a staple treat for people of all ages.
Swedish Fish and Sweden
Swedish Fish are not some random candy with a catchy name — they are tied to Sweden’s rich traditions of confectionery. Candy is evidently hugely popular here in Sweden where the tradition of Lördagsgodis (Saturday candy) means a once-a-week indulgence in sweets for children. This tradition dates back to the 1950s, the same time Swedish Fish were invented.
Although Swedish Fish may be one of the most well-known Swedish candies outside of Sweden, it’s certainly not the only one. Other widely known Swedish candy lists:
- Salmiak licorice: A salty and slightly bitter licorice adored by Scandinavians.
- Swedish peppermint candy stick.
- Daim: A crunchy caramel and chocolate candy.
Swedish Fish filled a space in this rich candy culture, but moreover, they are one of very few Swedish candies that ever reached massive international popularity.
What Makes Swedish Fish So Popular?
For decades, Swedish Fish have been a popular candy and their continued success can be explained by a couple of factors.
Unique Texture
Different from your typical gummy candies, Swedish Fish have a denser, chewier texture. This unique texture caters to candy lovers who prefer a bigger bite than what softer gummies can provide.
Iconic Branding
The term “Swedish Fish” isn’t complex; it’s easy to remember, has an air of quality and heritage. Its strong branding and recognizable logos also help it stand out in a crowded candy market.
Nostalgia
Swedish Fish hold nostalgic childhood memories for many. Their nostalgic appeal, born of decades spent competing in candy aisles, maintains a decades-long customer base despite its relatively simple formula.
Marketing Strategies
For years, Swedish Fish have enjoyed a fruitful marketing life on ad campaigns, social media memes, and brand collaborations. Partnerships with products like Oreo and Trident gum have kept them top of mind for newcomers while maintaining their initial allure.
Thanks to their unique texture, strong branding, nostalgic value, and clever marketing, Swedish Fish have cemented their status as one of the most popular gummy candies in the world.
Fun Facts About Swedish Fish Candy
There isn’t much of a gummy candy out there that’s more iconic than Swedish Fish, with its distinct chew and its iconic red two-tone color. But aside from their deliciousness, these chewy bites have a relatively little-known history and a few surprising facts. Here are a brief history and a few fun facts about Swedish Fish you probably didn’t know:
They Were Free of Corn Syrup
The original material of Swedish Fish was sugar rather than corn syrup. The original version was not what it is today, with some foreign markets still using regular sugar as the deadliest sweetener. But that’s not what is important in the United States; in the United States, many Swedish Fish are made with corn syrup as an ingredient invert sugar. Some purists still prefer the original recipe, which they believe gave the candy a subtly different taste and texture.
Swedish Fish Oreos
In 2016, Nabisco made a limited-edition Swedish Fish-flavored Oreo, which had the chocolate sandwich cookie with a red, fruity filling that tasted like the longtime candy junkie favorite. That strange combination created quite a bit of interest and discussion in snackdom. Some people found the pairing unexpectedly enjoyable, while for others, it was a little weird. Regardless, it is still one of the most unique Oreo flavors ever implemented and a great piece of candy history!
They’ve Had Pop Culture References
They’ve seeped into pop culture, too, playing cameos in movies, TV shows, and even music. They have been mentioned in rap lyrics, appeared in sitcoms, and made cameos in animated movies. Their iconic bright red color and uniquely packable shape make them immediately recognizable and frequent subjects of nostalgic conversation about childhood candy favorites.
They’re Not Native to Sweden
But at least the name Swedish Fish was not meant to evoke Sweden in any familiarity — they did not originate from Sweden, nor were they created for the Swedish market. Rather, they were created by the Swedish company Malaco in the 1950s with the American market in mind. The fish design was intended as a nod to Sweden’s fishing industry, and the candy soon became a sensation in grocery stores across the U.S. Swedish Fish slowly earned an avid following and became one of the leading gummy candies in America.
Conclusion
Swedish Fish are not only a delicious gummy candy; they are part of Swedish heritage that has gone out to conquer the world. Their name is a nod to their Swedish origins, their shape links them to Sweden’s fishing culture, and their popularity has steadily grown over the decades. In Sweden, where they were invented, and beyond, Swedish Fish have made their mark on candy history.
MPS specializes in wholesale candy and custom candy solutions for candy distributors, as well as large supermarkets, convenience stores, chain convenience stores, and candy stores or specialty shops. Tell us about your candy goals and let us provide you with quality, tasty, iconic candies such as Swedish Fish and more.
Contact MPS for all of your wide variety of wholesale candy needs as well as customized options to meet your business.
