I’d wondered for a while why Swedish Fish now just said “Swedish” on them rather than the “Malaco” to which I’d become accustomed since youth. Upon further study, it ends up that Malaco is a Swedish company which holds the rights to Swedish fish and a boatload of other common gummi candies. Any which are produced and sold under other brands — and there are several I’ve seen in my time — are done so under license from Malaco.

I guess they decided to switch the fish mold so as not to annoy the other companies who produced the things; why have some other company name on your candies? Also, I guess having “Swedish” so pically inscribed makes a bit more sense just in terms of brand recognition, or inner coherence of the product.

So — now I now. And so do you. We match!