A Daim bar ( ) is a Swedish-Norwegian
chocolate bar
A chocolate bar (Commonwealth English) or candy bar (some dialects of American English) is a confection containing chocolate, which may also contain layerings or mixtures that include nuts, fruit, caramel, nougat, and wafers. A flat, easily brea ...
made from crunchy almond
caramel covered in
milk chocolate.
History
Daim was created by
Marabou in Sweden in the 1950s.
Marabou originally wanted to produce a version of the American
Heath Co.'s bar; its vice president Lars Anderfelt inquired about licensing Heath's exact recipe. The Heath Co. refused but gave Anderfeldt a list of their ingredients. From this, Marabou created their own recipe, testing it in
Stockholm in 1952 with great success. It was launched under the name Dajm throughout Sweden and Norway the next year,
Finland in 1963, and Denmark in 1971. It was renamed "Daim" in most countries in 1990, although it continued to be marketed in the United Kingdom and Ireland as Dime. The brand was purchased by the American company
Kraft Foods
The second incarnation of Kraft Foods is an American food manufacturing and processing conglomerate, split from Kraft Foods Inc. in 2012 and headquartered in Chicago, Illinois. It became part of Kraft Heinz in 2015.
A merger with Heinz, arran ...
in 1993 and is now held by
Mondelez International
Mondelez International, Inc. ( ), often styled Mondelēz, is an American multinational confectionery, food, holding and beverage and snack food company based in Chicago. Mondelez has an annual revenue of about $26 billion and operates in ...
, which Kraft spun off in 2012.
A famous 1995
television commercial
A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...
(directed by
John Lloyd) for the chocolate bar in the United Kingdom featured the comedian
Harry Enfield
Henry Richard Enfield (born 30 May 1961) is an English comedian, actor, writer and director. He is known in particular for his television work, including '' Harry Enfield's Television Programme'' and ''Harry & Paul'', and for the creation and ...
, in which a salesman describes the Dime bar as "smooth on the outside, crunchy on the inside", while a customer says he prefers
armadillos, which are "smooth on the inside, crunchy on the outside." Another successful commercial campaign was launched in 1996, and featured a spoof of
Raiders of the Lost Ark. An unnamed adventurer uses a Daim bar to avoid triggering a death trap in an ancient temple, only to then return for the chocolate bar and take his chances with the crumbling structure. In 2005, the spelling in the UK and Ireland was changed to "Daim", in line with the rest of the world.
In 2007, a 'Limited Edition
Cappucino' Daim bar was released. A limited edition forest fruit bar has also been released, as well as
Coke Daim,
white chocolate
White chocolate is a confectionery typically made of sugar, milk, and cocoa butter. It is pale ivory colored, and lacks many of the compounds found in milk and dark chocolates. It is solid at room temperature because the melting point of cocoa ...
Daim,
dark chocolate Daim,
blueberry Daim, lemon-orange Daim and
mint
MiNT is Now TOS (MiNT) is a free software alternative operating system kernel for the Atari ST system and its successors. It is a multi-tasking alternative to TOS and MagiC. Together with the free system components fVDI device drivers, XaA ...
Daim. and
orange chocolate Daim was sold in UK and Ireland this winter. Daim bars imported from Sweden (manufactured in
Upplands Väsby
Upplands Väsby () is a locality and the seat of Upplands Väsby Municipality, Stockholm County, Sweden with 149,463 inhabitants in 2020.
History
The municipality has a long history with clear traces of settlements from the pre-Christian times ...
) have been sold in many countries.
Since the early 2000s,
McDonald's
McDonald's Corporation is an American multinational fast food chain, founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United States. They rechristened their business as a hambur ...
McFlurry
The McFlurry is a brand of flavored ice cream distributed and sold by the American-based international fast food chain McDonald's.
History
The McFlurry was created by Canada, Canadian McDonald's franchisee Ron McLellan in Bathurst, New Bruns ...
is available with Daim in France.
References
External links
Daim bar at Marabou's website
Swedish confectionery
Chocolate bars
Mondelez International brands
Almond dishes
Products introduced in 1953
{{sweden-cuisine-stub