Daim bar

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Daim Bar
A Daim bar split in half.

The Daim bar (originally known as Dajm in the original Swedish, and known as Dime in the United Kingdom and Ireland until 2005) is a crunchy butter almond bar covered in milk chocolate. The brand is now owned by Mondelēz International, but originated in Sweden and Norway in 1953,[1] 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,[1] then 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 Scandinavia (manufactured in Upplands Väsby) are sold in IKEA stores in many countries, although IKEA America and Europe discontinued the product in 2011.[citation needed]

In Malaysia, it is marketed as "D'aim" with a stylised apostrophe.[citation needed]

A mid-1990s television commercial campaign for the chocolate bar in the United Kingdom featured comedian Harry Enfield.

References[edit]

  1. ^ a b "Varumärken - M". Mondelēz International. Retrieved 5 August 2014. 

External links[edit]