No, this isn’t fish flavored toothpaste—it’s a fish paste made from smoked herring that’s perfect for crackers and sandwiches. You’ll find Böcklingpastej in Sweden produced by Biggans, a small family owned company that’s been around since 1952.
Stockholm design studio Bedow refined the brand, updating its packaging for a more appetizing appearance. The rich teal hue is associated with the sea, and an image of a fish appears on the tube which clearly indicates what the product is. Tubes come in boxes that are perfectly suited for store display, with wavy lines creating the image of the sea. Even the bottom of the box features drawings of things you’d find under the ocean, like a starfish and seaweed—a fun surprise for people who reach in to grab one. The Biggans name is written in a classic script, reminding consumers of the long history the brand has in Sweden.
