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A small Daim wrapper
|Owner||Mondelēz International (1990)|
|Related brands||List of Kraft brands|
The Daim bar (originally known as Dajm in the original Swedish and 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, 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, 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. These new flavors seem to enjoy a fair amount of success.
Daim bars imported from Sweden (manufactured in Upplands Väsby) are sold in IKEA stores in many countries, although IKEA America and Europe discontinued the product in 2011. This seems to be due to the slowly declining sales in those markets.
- Daim bar at Marabou's website (Swedish)
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