Daim bar
 A small Daim wrapper | |
| Product type | Confectionery |
|---|---|
| Owner | Mondelēz International (1990) |
| Country | Sweden, Norway, Finland |
| Introduced | 1953 |
| Related brands | List of Kraft brands |
| Markets | Worldwide |
| Previous owners | |
| Website | mondalezinternational.com |
The Daim bar (known as Dajm in the original Swedish and Dime in the United Kingdom and Ireland until 2005) is a crunchy almond butter bar covered in milk chocolate. The brand was purchased by Kraft Foods in 1993, however ownership is now held by Mondelēz International[1] following Kraft's confectionary division name rebranding. Daim originated in Sweden and Norway in 1953, produced by Marabou and Freia respectively.
Dajm was created after research into a similar product produced by the American company Heath. Marabou's vice president, Lars Anderfelt, asked to license the Heath product in the early 1950s. Heath refused, but gave a list of the ingredients to Anderfeldt. It was tested in Stockholm in 1952 with great success and launched nationally in Sweden in 1953,[2] in Norway in 1964 and Finland in 1971.
In 2007, a 'Limited Edition Cappuccino' Daim bar was released. A limited edition forest fruit bar has also been released, as well as Coke Daim, White chocolate Daim, Dark chocolate Daim, Blueberry Daim and Lemon-orange Daim. Daim bars imported from Sweden (manufactured in Upplands Väsby) have been sold in IKEA stores in many countries.
In Malaysia, it is marketed as "D'aim" with a stylised apostrophe.
A mid-1990s television commercial campaign for the chocolate bar in the United Kingdom featured the comedian Harry Enfield.
References
- ↑ "About Mondalez International Sweden". Mondalez International Sweden. Retrieved 1 February 2015.
- ↑ "Varumärken - M". Mondelēz International. Retrieved 5 August 2014.
External links
- Daim bar at Marabou's website (Swedish)