Swedish Fish
- Company typePrivate
- Founded-
- Headquarters—
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Swedish Fish does
Swedish Fish is a fish-shaped, fruit-flavored gummy candy brand currently owned by Mondelēz International. The brand was originally created by Cadbury Adams in Canada in 1965 and launched in the United States in 1982, establishing a long-standing presence in the North American confectionery market. Mondelēz International acquired the brand in 2010 as part of its broader acquisition of Cadbury, and today Swedish Fish operates as one of six featured brands on the Snackworks consumer marketing platform alongside RITZ, Sour Patch Kids, CHIPS AHOY!, Honey Maid, and belVita.
The product line centers on assorted-flavor soft and chewy gummy candy sold in family-size packaging (e.g., a 1 lb bag "Swedish Fish Mini Candy"). Distribution occurs through retail channels including grocery stores, convenience stores, and mass retailers across the United States and Canada. The brand is marketed directly to general consumers for confectionery snacking, gifting, and occasion-based consumption, with promotional support including recipes, sweepstakes, social media (TikTok), and the SnackWorks Perks email and cash-back program powered by Ibotta.
The business model is a standard consumer packaged goods (CPG) one-time-purchase transaction model. Revenue is generated through retail product sales, with pricing varying by retailer and package size. At the brand level, Swedish Fish has minimal disclosed employee count (5), as manufacturing, distribution, and corporate functions are embedded within Mondelēz International's parent organization. The brand has no standalone app, no digital product surface, and no proprietary technology platform beyond its participation in the Snackworks content-marketing website.
Swedish Fish firmographics
Firmographics- Name
- Swedish Fish
- Legal name
- Swedish Fish (brand owned by Mondelēz International)
- Website
- https://swedishfish.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Swedish Fish industry classification
Industry- Product category
- Confectionery — Gummy Candy
- NAICS
- Nonchocolate Confectionery Manufacturing (31134)
- SIC
- Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Chocolate & Candy Snacks Manufacturing (AFAKAIAM)
- akta.pro secondary industry
- Confectionery Manufacturing (Chocolate, Candy, Gum) (AFAKAAAD)
Keywords
Swedish Fish business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Confectionery Product Sales: Swedish Fish generates revenue through the sale of its candy products via retail distribution channels. Products are sold as one-time purchases with family-size packaging options available.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Swedish Fish product offering
Product offeringCore offering
Swedish Fish produces and sells fish-shaped, fruit-flavored soft and chewy gummy candy as part of Mondelēz International's confectionery brand portfolio. Products are packaged in family-size bags (1 lb) and distributed through general retail channels including grocery stores, convenience stores, and mass retailers, primarily across North America (USA and Canada). The brand is marketed through the Snackworks platform, which offers recipes, promotional campaigns, sweepstakes, and seasonal content to drive consumer engagement.
Product overview
Swedish Fish is a Mondelēz International confectionery brand producing fruit-flavored gummy candy. The brand operates as part of the Snackworks portfolio alongside other Mondelēz snack brands including RITZ crackers, CHIPS AHOY! cookies, SOUR PATCH KIDS candy, HONEY MAID graham crackers, and belVita breakfast biscuits. Swedish Fish is positioned as a chewy, fruit-flavored candy option within the broader Mondelēz snacks family.
Differentiator
Problem solved
Functional benefit
Products and services
- Swedish Fish Mini Candy Fruit-flavored, soft and chewy gummy candy in a 1 lb family-size bag. Assorted flavors, marketed primarily in North America as a consumer confectionery snack suitable for sharing, gifting, and occasion-based consumption.
Companies that use Swedish Fish
Customer profileSegments1 record
Swedish Fish technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Swedish Fish partnerships and signals
Strategic signalScale indicators2 records
Recent moves4 records
Expansion highlights3 records
Swedish Fish competitors and assessment
Company assessmentBroad incumbents
- Starburst: Starburst is a Mars-owned fruit-flavored chewy candy sold in the same U.S. retail confectionery aisles as Swedish Fish, targeting a similar snacking and sharing occasion.
- Life Savers: Life Savers is a Mars-owned fruit-flavored candy brand competing with Swedish Fish in the non-chocolate fruit candy category and sold through similar mass and grocery retail channels.
- Jolly Rancher: Jolly Rancher is a Hershey-owned fruit-flavored hard candy brand sold in the same non-chocolate confectionery aisle as Swedish Fish, sharing similar retail placement and consumer occasions.
- Nerds: Nerds is a Ferrara-owned fruit-flavored non-chocolate candy brand sharing the same shelf space and impulse-purchase consumer occasions as Swedish Fish in the U.S. candy aisle.
- Brach's: Brach's is a Ferrara Candy Company fruit-flavored candy brand (jelly candies, gummies, seasonal) that competes with Swedish Fish in fruit chewy and seasonal/occasion-based candy formats.
Direct peers
- Albanese Candy: Albanese is a U.S. candy manufacturer known for its gummy bears and variety pack gummies, competing directly with Swedish Fish in the soft, chewy, fruit-flavored gummy segment.
- Sour Patch Kids: Sour Patch Kids is a soft, chewy, fruit-flavored candy brand owned by Mondelēz International and featured alongside Swedish Fish on the Snackworks platform. It is a direct non-chocolate gummy candy peer with similar target consumers and retail channels.
- Haribo: Haribo is the leading global gummy candy brand (Gold-Bears, etc.), competing head-to-head with Swedish Fish in the fruit-flavored gummy segment across grocery and mass retail channels.
- Trolli: Trolli is a gummy candy brand known for sour and novelty shapes, competing directly with Swedish Fish in the soft chewy, fruit-flavored gummy category in the U.S. market.
- Black Forest: Black Forest is a U.S. gummy candy brand offering fruit-flavored, soft chewy products targeting similar consumers to Swedish Fish in the non-chocolate confectionery aisle.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights4 records
Customer concentration
Swedish Fish social profiles
Digital presenceSwedish Fish financial estimates
Financial estimateRevenue estimate
Valuation estimate
Swedish Fish leadership team
Management profileNumber of profiles
Swedish Fish funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Swedish Fish M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Swedish Fish
What does Swedish Fish do?
Swedish Fish produces and sells fish-shaped, fruit-flavored soft and chewy gummy candy as part of Mondelēz International's confectionery brand portfolio. Products are packaged in family-size bags (1 lb) and distributed through general retail channels including grocery stores, convenience stores, and mass retailers, primarily across North America (USA and Canada). The brand is marketed through the Snackworks platform, which offers recipes, promotional campaigns, sweepstakes, and seasonal content to drive consumer engagement.
Is Swedish Fish a public or private company?
Swedish Fish is a private company. It is classified as corporate owned and is currently operating.
When was Swedish Fish founded?
Swedish Fish was founded in -1. It employs 1 to 10 people.
How does Swedish Fish make money?
One revenue line is on record: confectionery Product Sales.
Who are Swedish Fish's main competitors?
Broad incumbents on record are Starburst, Life Savers, Jolly Rancher, Nerds and Brach's. Direct peers are Albanese Candy, Sour Patch Kids, Haribo, Trolli and Black Forest.
Does Swedish Fish have an API?
No public API is recorded for Swedish Fish.
What industry is Swedish Fish in?
Swedish Fish's product category is Confectionery — Gummy Candy. Its primary akta.pro industry code is AFAKAIAM, Chocolate & Candy Snacks Manufacturing, with a secondary code of AFAKAAAD, Confectionery Manufacturing (Chocolate, Candy, Gum). Its NAICS code is 31134 and its SIC code is 2060.