Daim bar

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Daim
Daim-Wrapper-Small.jpg
A small Daim wrapper
Product type Confectionery
Owner Mondelēz International (1990)
Country Sweden, Norway, Finland
Introduced 1953 (1953)
Related brands List of Kraft brands
Markets Worldwide
Previous owners
Website mondalezinternational.com
A Daim bar split in half.

The Daim bar (known as Dajm in the original Swedish until 1990 and as 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, Lemon-orange Daim and Mint Daim.[citation needed] Daim bars imported from Sweden (manufactured in Upplands Väsby) have been sold in IKEA stores in many countries.[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 the comedian Harry Enfield.

References[edit]

  1. ^ "About Mondelēz International Sweden". Mondelēz International Sweden. Retrieved 1 February 2015. 
  2. ^ "Varumärken - M". Mondelēz International. Retrieved 5 August 2014. 

External links[edit]