| This article or section needs sources or references that appear in reliable, third-party publications. Primary sources and sources affiliated with the subject of this article generally are not sufficient for a Wikipedia article. Please include more appropriate citations from reliable sources, or discuss the issue on the talk page. This article has been tagged since January 2007. |
The Daim bar (known prior to September 2005 as the Dime bar in the United Kingdom and the Republic of Ireland, when Kraft Foods rebranded it to bring the product in line with the rest of Europe) is a crunchy caramel 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. It is comparable to the American Skor or Heath brands.
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
