Daim bar

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A Swedish Daim

The Daim bar (originally known as Dajm in the original Swedish, and Dime in the UK and Ireland^[1]) is a crunchy butter almond bar covered in milk chocolate. The brand is now owned by Kraft Foods, 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 1950's, but Heath refused. However, they gave a list of the ingredients to Anderfeldt. After years of tinkering the crunchy centre was perfected, and with the addition of the distinctive Marabou milk chocolate, Dajm was created. It was tested in Stockholm in 1952 with great success, and later in 1953 it was launched in Sweden and Norway. Then in Finland (1964) and Denmark (1971).

While not universally available in the United States, Hershey's produce a similar product called a Skor bar. Daim bars imported from Sweden (manufactured in Upplands Väsby) are sold in all Australian, Belgian, British, Canadian, Greek, Hungarian, Irish, Italian, Polish, Russian, Spanish and American IKEA Stores.

Dime bars were featured in a successful mid-nineties television commercial campaign in the United Kingdom featuring Harry Enfield and armadillos. In it, Dime bars were contrasted with armadillos, with a Dime 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. There has also been Coke Daim, White chocolate Daim, Dark chocolate daim and Lemon-orange Daim.

Foot notes

1. ^ Prior to September 2005, when Kraft Foods rebranded it to bring the product in line with the rest of Europe.

External links

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

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