Daim bar

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Daim Bar
A Daim bar split in half.

The Daim bar (originally known as Dajm in the original Danish, 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, 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 later in 1953 it was launched in Denmark and Norway, then in Sweden(1964) and Finland(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.

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.

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