Malaco Candy Europe

In the 1950s, Malaco—then known as the Malmö Lakrits Compani—sought to expand its reach beyond Scandinavia. To represent Sweden’s thriving fishing industry, they developed a unique starch-based gummy shaped like a fish. Known domestically as Pastellfiskar, these treats were exported to the United States, where they became the world-famous “Swedish Fish.” While many international fans debate the exact profile of the red fish, often comparing it to cherry or raspberry, the original Swedish recipe is widely believed to be inspired by the lingonberry. This tart, forest-grown berry is a staple of Nordic cuisine, giving the candy its distinct, sophisticated sweetness. Today, under the stewardship of Cloetta, these iconic fish remain a cornerstone of Swedish confectionery, celebrated for their firm, chewy texture that avoids the stickiness of traditional gelatin-based gummies.

Malaco has mastered the “sweet-salty-sour” trifecta that defines Northern European palates. Their flagship product, Gott & Blandat, launched in 1979 as a revolutionary mix of fruit gummies and salty licorice. The recipe for the original Gott & Blandat was updated in 2022 to be fully vegan, removing gelatin and beeswax while maintaining its signature “firm and chewy” bite. For those seeking more intensity, Djungelvrål (Jungle Scream) offers a masterclass in contrast. These super-salty licorice monkeys are coated in a sharp layer of salmiak salt, providing a mineral-like sting before giving way to a tough, satisfying chew. This vegan-friendly treat is a favorite for licorice aficionados across Europe. Whether it is the soft foam of a Bubs-style hybrid or the dense pull of a Malaco wine gum, the brand’s commitment to varied textures remains unmatched.

In Sweden, the concept of Lördagsgodis, or “Saturday Candy,” is a cultural institution. Originating in the 1950s as a health initiative to limit sweets to a single day, it evolved into a weekly celebration of variety. Malaco is the undisputed heart of this tradition, famously marketed with the slogan “Lördag hela veckan” (Saturday all week). Their pocket-sized boxes, like the fruit-flavored Zoo and Fruxo, have been childhood staples for decades. Zoo, which is now palm oil-free, is a frequent companion to other Swedish classics like Fazer chocolates or Estrella snacks in a weekend spread. By utilizing natural coloring concentrates from sweet potatoes and black carrots instead of azo-dyes, Malaco ensures that their vibrant assortments meet modern European standards for quality. For customers across the continent, a bag of Malaco brings the authentic taste of a Swedish Saturday to any day of the week.