Daim bar

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The Daim bar (also known as Dime bar in the United Kingdom and the Republic of Ireland, and Dajm in the original Swedish, prior to September 2005, when Kraft Foods rebranded it to bring the product in line with the rest of Europe) is a crunchy butter almond bar covered in milk chocolate that originated in Sweden in 1953, produced by the Swedish company Marabou, originally a subsidiary of the Norwegian company Freia. The Dime bar was created after years of 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 1950's, but Heath refused. However, they gave a list of the ingredients to Anderfeldt. After three years of tinkering the crunchy centre was perfected, and with the addition of the distinctive Marabou milk chocolate Daim was created. It was tested in Stockholm with great success, and later in 1953 it was launched in Sweden and Norway. The brand is now owned by Kraft Foods. Daim bars are very popular in Scandinavia and the United Kingdom^{[citation needed]}. It is comparable to the American Skor or Heath brands. While largely unknown in the United States, Daim bars imported from Sweden are sold in all US IKEA Stores.

Daim bars were featured in a successful mid-nineties television commercial campaign in the United Kingdom featuring Harry Enfield and armadillos. In it, Daim bars were contrasted with armadillos, with a Daim bar being smooth on the outside and crunchy on the inside, and an armadillo being smooth on the inside and crunchy on the outside.

In 2007 a 'Limited Edition Cappuccino' Daim bar was released

A limited edition forest fruit bar has also been released.

[edit] External links

• Kraft Foods International Brands of Confectionery items
• Daim article at the Kraft Foods website (in Norwegian)
• The Chocolate Review's article on the Dark Chocolate Daim Bar