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© History Oasis
The best ideas start simple. In 1950s Sweden, the Malaco candy company had one: make fish-shaped candy for Americans who had never heard of lingonberries.
They called it Swedish Fish.
It worked better than anyone imagined.
Sweden built its economy on fishing. Fish-filled dinner plates dominated the culture. So when Malaco wanted to introduce Americans to Swedish candy, they chose a shape that told their story.
They called their creation "Pastellfiskar" — pastel fish. Later renaming it to Swedish Fish for international markets. Each piece carried Swedish tradition. Known for their mysterious lingonberry flavor, the chewy wine gum texture, and the cultural pride of a nation known for quality.
But Americans would know them in a unique way.
Malaco partnered with Cadbury and launched Swedish Fish in the United States in 1957. The marketing was simple and good. They stamped "Swedish" on every single fish.
Americans had never tasted anything like them. These weren't gummy bears made with gelatin. Swedish Fish used starch, creating a completely different chew. The flavor puzzled everyone. Not cherry, not strawberry, but something distinctly foreign and wonderful.
The candy sold itself. No major advertising campaigns, no celebrity endorsements. Just word of mouth and repeat customers who couldn't quite explain why they loved these little red fish so much.
By the 1960s, Swedish Fish owned a corner of American candy culture. Movie theaters stocked them. Kids traded them. Parents bought them for long car trips because they lasted forever and didn't make a mess.
In the 1970s, the company mixed things up. Orange, yellow, and green fish joined the classic red. Each flavor promised a new adventure, though red remained the favorite.
In 1979, Malaco created "Gott & Blandat" — a mixed candy bag that made Swedish Fish part of a larger Scandinavian tradition. The bag became a sensation in Sweden and soon started hitting American stores as well.
Every beloved brand faces its darkest moment. For Swedish Fish, that moment came in 2006 when Malaco discontinued grape-flavored purple fish without warning.
The reaction stunned everyone. Facebook groups formed overnight. Petitions circulated. Customers begged, pleaded, and organized. Nearly twenty years later, those groups still exist, their members still hoping for a purple resurrection.
Swedish Fish needed young customers, and young customers lived online. In 2016, Mondelez International launched "Treadin' Water," a YouTube series starring an animated Swedish Fish roommate.
The show followed four friends navigating young adulthood with their giant fish companion. It was ridiculous, relatable, and exactly what teenage audiences wanted. The series earned a second season and proved that Swedish Fish understood their customers well.
Swedish Fish now comes from factories in Canada and Turkey, producing 7,000 metric tons annually. Mondelez International owns the brand, but Malaco still makes the original Pastellfiskar in Sweden.
Swedish Fish succeeded because they transported people. Every bite delivered a small taste of somewhere else. The fish shape told a story. The mysterious flavor created intrigue. The starch-based recipe welcomed vegetarians to the party.
From a simple 1950s export idea to a modern multimedia brand, Swedish Fish proved that authenticity beats flashiness. They swam into American hearts with nothing but good ingredients, honest marketing, and respect for their customers' intelligence.
That's a recipe that never goes out of style.
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