Swedish Fish is one of America's most popular gummy candies — but is it really Swedish? The short answer is yes, sort of. The candy was created by a Swedish company for the American market. But the version you buy in the US today is barely related to the original. Here's the full story.
The Short Answer
Yes, Swedish Fish was originally created by Swedish candy company Malaco in 1957 for the US market. But today's American Swedish Fish is manufactured by Mondelez and contains artificial dyes and different ingredients than the Swedish original (called pastellfiskar). If you want the "real" Swedish Fish experience, you need to buy the Malaco version.
The Origin Story: Malaco Creates a Candy for America
In the late 1950s, Swedish candy company Malaco wanted to break into the lucrative American candy market. They needed something that would appeal to American tastes while nodding to their Swedish roots. Their solution: a fish-shaped gummy candy.
The fish shape wasn't random. Fishing has been central to Swedish culture for centuries — Sweden has over 96,000 lakes and a coastline stretching more than 3,200 km. Fish is a staple of the Swedish diet, from pickled herring at midsommar to gravlax on Christmas. Choosing a fish shape was Malaco's way of saying "this candy is Swedish" without needing words.
Swedish Fish launched in the US in 1957 through a partnership with Cadbury. The candy was an immediate hit — Americans loved the soft, chewy texture and the distinctive berry flavor (which isn't cherry, strawberry, or raspberry, but a Swedish-style lingonberry-adjacent flavor that defies easy categorization).
What Happened: How Swedish Fish Became Less Swedish
Here's where the story gets complicated. Over the decades, the rights to Swedish Fish in the US changed hands multiple times:
- 1957: Malaco creates Swedish Fish for the US market through Cadbury
- Late 1900s: Production and distribution rights shift through various corporate acquisitions
- Today: Mondelez International (formerly Kraft/Cadbury) owns and distributes Swedish Fish in the US
As the candy changed corporate hands, the recipe changed too. Today's American Swedish Fish is a different product from what Malaco originally created. The manufacturing moved out of Sweden, the ingredients shifted to American-standard formulations (including artificial dyes like Red 40), and the flavor profile was adjusted for American palates.
Meanwhile, in Sweden, Malaco still sells the original fish candy — called pastellfiskar ("pastel fish"). The Malaco version is stamped with "Malaco" on the side rather than "Swedish," and it tastes noticeably different from the American version.
American Swedish Fish vs. Swedish Pastellfiskar: Side-by-Side
| US American Swedish Fish | Swedish Malaco Pastellfiskar | |
|---|---|---|
| Manufacturer | Mondelez International | Malaco (Sweden) |
| Artificial dyes | Yes (Red 40, Yellow 5, Blue 1) | No — uses natural colorants |
| Imprint on candy | "Swedish" | "Malaco" |
| Texture | Firmer, more rubbery | Softer, smoother chew |
| Flavor | Generic berry, more artificial | Subtle, multi-layered fruit |
| Colors available | Red, yellow, green, orange, purple | Pastel shades from natural color |
| Where to buy | Any US store | Swedish importers, specialty stores |
The Flavor Mystery: What Is the Red Swedish Fish Flavor?
One of the most debated questions in candy: what flavor is the red Swedish Fish? Mondelez has never officially confirmed it. Popular theories include cherry, strawberry, fruit punch, and lingonberry. The most likely answer is that it's a generic "berry" flavor that doesn't correspond to any single real fruit.
The Swedish original (pastellfiskar) is more nuanced. The flavors are distinct and taste more like actual fruit — you can genuinely tell the difference between the citrus fish and the berry fish. This is partly because Swedish candy makers tend to use real fruit extracts rather than the artificial flavoring common in American candy.
What Makes Real Swedish Candy Different?
Swedish Fish highlights a broader pattern: Swedish candy is fundamentally different from American candy in philosophy and execution. Swedish candy culture prioritizes natural ingredients, texture complexity, and genuine flavor over artificial intensity and neon colors.
If Swedish Fish introduced you to the concept of Scandinavian candy, that's great. But don't stop there. The real thing is dramatically better.
Swedish Fish Alternatives: Real Swedish Gummy Candy
BUBS Sour Skulls
The candy that's actually going viral from Sweden right now. Intensely sour, naturally colored, and with a texture that makes American Swedish Fish feel like chewing a rubber band.
Tutti Frutti
Classic Swedish fruit gummies with naturally colored, individual fruit flavors and a soft, satisfying chew.
Ahlgrens Bilar
Sweden's best-selling candy — marshmallow-like cars with subtle fruit flavors. If you want to understand what Swedes actually eat, start here.
Where to Buy Real Swedish Candy in the US
For authentic Swedish candy, check our where-to-buy guide, or see our guides to pick and mix online, Swedish candy on Amazon, and Swedish candy at IKEA.
FAQ
Are Swedish Fish made in Sweden?
The American version (Mondelez) is not made in Sweden. The original — Malaco Pastellfiskar — is still made in Sweden and sold throughout Scandinavia.
Do Swedish Fish have artificial dyes?
American Swedish Fish contain Red 40 and other artificial dyes. The Swedish original uses natural colorants. See our complete dye comparison.
What flavor is the red Swedish Fish?
Never officially confirmed by Mondelez. It's generally described as a generic "berry" flavor. The Swedish original has more distinct, identifiable fruit flavors from real fruit extracts.
Founder & Editor
Former Swedish candy & FMCG professional turned US-based founder of SwedishCrave. Built the site to fill the gap he saw when he moved stateside.
