Daim bar

Daim
	A Daim wrapper and a split Daim bar
Product type	Confectionery
Owner	Mondelez International (2012)
Country	Sweden
Introduced	1952; 72 years ago
Related brands	List of Kraft brands
Markets	Worldwide
Previous owners	Marabou (1952); Freia (1953); Kraft (1990);
Website	mondelezinternational.com

A Daim bar (/ˈdaɪm/ DYME^[1]) is a Swedish chocolate bar 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,^[2] 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 in 1993 and is now held by Mondelez International, which Kraft spun off in 2012.^[3]

A famous 1995 television commercial (directed by John Lloyd)^[4] for the chocolate bar in the United Kingdom featured the comedian Harry Enfield, in which a salesman describes the Daim 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."^[5]^[6]^[7] 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.^[8] In 2005, the spelling in the UK and Ireland was changed to "Daim", in line with the rest of the world.^[9]

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 Daim, dark chocolate Daim, blueberry Daim, lemon-orange Daim and mint Daim.^{[citation needed]} An orange chocolate Daim was sold in the UK and Ireland in winter 2023.^{[citation needed]} As of March 2023, limited-edition caramel latte Daim bars were available in multi-packs in the UK, as well as a Strawberry variant which was released in early 2024. Daim bars imported from Sweden (manufactured in Upplands Väsby) have been sold in many countries.^{[citation needed]}

Since the early 2000s, McDonald's McFlurry is available with Daim in France.

Daim is no longer sold in IKEAs in Australia, Austria, Serbia, Canada, the US, France, Republic of Ireland, the UK, Germany, Czech Republic, Poland, Bulgaria, the Netherlands, the Philippines, Indonesia and the United Arab Emirates. When the boycott against Mondelez was at its loudest in the Nordics in 2023 IKEA joined the chorus and announced it would focus on its own brand.^[10]