Yngve Simonssoon has always been a fairly private person, preferring to take interviews to the place of "get pucks deep and win the game". When he was approached with a branding opportunity he was hesitant. Until he knew it would represent his Swedish heritage. Growing up in Sweden, Yngve would spend the summers in a small Swedish fishing town by the name of Orkindolkinegdinbjork. He loved fishing with his dad for Herring in the lake, and when approached knew this was his calling. The product will be marketed as Yngve Simonsson Swedish Fish and will be a line of flash frozen candied Herring that you can keep in your freezer and have as a snack. Yngve was incredibly excited to unveil the Swedish Fish branding with the marketing team at Schmorgesborg Gmbh (they are a German based organization). The branding was beautiful with Simonsson's face plastered all over the product boxes which were sold in the fish aisles at local Costco's.

Yngve was all ready to unveil his brand to the world, but just before going on stage he was receiving a call from Maynards and Malaco... Maybe they have another opportunity.