Swedish Fish is a fish-shaped, chewy candy originally developed by Swedish candy producer Malaco in the late 1950s for the U.S. market. The wrapper calls them "a fat free food" and they are marketed in different colors and flavors. In Sweden, a large share of confectionery sales is sold as pick and mix. Wine gums are sold in many different shapes, of which fish is just one. The Swedish Fish candy is marketed under the name "pastellfiskar", literally "pastel fish", and under the Malaco brand among others. The fish shaped candies are also part of various Malaco bags of mixed candy. This candy bag has been sold for many years and is still a favorite among Swedes.