View source for Daim bar

{{short description|Brand of candy bar}}
{{update|date=May 2024}}
{{Infobox brand
| logo                   =Daim_bar_Logo.png 
| name                   = Daim
| image                  = [[File:Daim-Wrapper-Small.jpg|270px|frameless]][[File:Daim-Bar-Split.jpg|290px|frameless]]
| caption                = A Daim wrapper and a split Daim bar
| type                   = Confectionery
| currentowner           = [[Mondelez International]] (2012)
| origin                 = Sweden
| introduced             = {{Start date and age|1952}}
| discontinued           =
| related                = [[List of Kraft brands]]
| markets                = Worldwide
| previousowners         = {{Plainlist|
*[[Marabou (chocolate)|Marabou]] (1952)
*[[Freia (chocolate)|Freia]] (1953)
*[[Kraft]] (1990)
}}
| trademarkregistrations =
| ambassador             =
| tagline                =
| website                =[http://mondelezinternational.com mondelezinternational.com]
}}
A '''Daim''' bar ({{IPAc-en|ˈ|d|aɪ|m}} {{Respell|DYME}}<ref>{{cite web | url=https://www.youtube.com/watch?v=GMJhnsfZgcI | title=Reklam för Daim 1996 | website=[[YouTube]] | date=23 October 2007 }}</ref>) is a Swedish [[candy bar|chocolate bar]] made from crunchy almond [[caramel]] covered in [[milk chocolate]].

==History==
Daim was created by [[Marabou (chocolate)|Marabou]] in Sweden in the 1950s. [[Marabou (chocolate)|Marabou]] originally wanted to produce a version of the American [[Heath bar|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,<ref name="mondelez">{{cite web | url=http://www.mondelezinternational.se/about-us/brands-az/brand-m | title=Varumärken - M | publisher=Mondelez Int'l | access-date=5 August 2014}}</ref> 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.<ref>{{cite web|title=About Mondelēz International Sweden|url=http://www.mondelezinternational.se/about-us/mondelez-sweden|website=Mondelez Int'l Sweden|access-date=1 February 2015}}</ref>

A famous 1995 [[television commercial]] (directed by [[John Lloyd (producer)|John Lloyd]])<ref>{{cite web|url=https://www.newstatesman.com/politics/media/2013/09/john-lloyd-brain-behind-qi|title=John Lloyd: the brain behind QI|website=www.newstatesman.com|date=11 September 2013 }}</ref> for the chocolate bar in the United Kingdom featured the comedian [[Harry Enfield]], in which a salesman describes the Dime bar as "smooth on the outside, crunchy on the inside", while a customer says he prefers [[armadillo]]s, which are "smooth on the inside, crunchy on the outside."<ref>{{cite web|url=https://mutleyworks.wordpress.com/2011/06/13/great-ads-you-might-have-forgotten-about-dime-bar-armadillos/|title=Great Ads You Might Have Forgotten About!: Dime bar… Armadillos!!!|date=13 June 2011}}</ref><ref>{{cite web|url=http://www.digitalspy.com/tv/advertising/feature/a810587/38-classic-tv-adverts-that-defined-your-1990s-viewing/|title=38 classic TV ads that defined the 1990s|website=[[Digital Spy]] |date=10 October 2016}}</ref><ref>{{cite web|url=http://yertiz.co.uk/diam-bars-dime-bars-armadillos-smooth-inside/amp/|title=Diam bars and Dime bars (Armadillos, smooth on the inside) - YerTiz|date=31 December 2016}}</ref> Another successful commercial campaign was launched in 1996, and featured a spoof of [[Raiders of the Lost Ark]]. An unnamed adventurer uses a Dime 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.<ref>{{cite web | url=https://www.youtube.com/watch?v=GMJhnsfZgcI | title=Reklam för Daim 1996 | website=[[YouTube]] | date=23 October 2007 }}</ref> In 2005, the spelling in the UK and Ireland was changed to "Daim", in line with the rest of the world.<ref>{{cite web|url=https://www.confectionerynews.com/Article/2005/08/12/UK-Dime-chocolate-to-become-Daim-in-line-with-Europe|title=UK Dime chocolate to become Daim, in line with Europe|date=11 August 2005 }}</ref>

In 2007, a 'Limited Edition [[Cappuccino]]' Daim bar was released. A limited edition forest fruit bar has also been released, as well as [[Coca-Cola|Coke]] Daim, [[white chocolate]] Daim, [[dark chocolate]] Daim, [[blueberry]] Daim, lemon-orange Daim and [[Mentha|mint]] Daim.{{citation needed|date=January 2015}} An [[orange chocolate]] Daim was sold in the UK and Ireland in winter 2023.{{citation needed|date=February 2023}} 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|date=March 2015}}

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

In 2023, [[IKEA]] announced it would no longer stock [[Mondelez International]] products, including Daim. As opposed to joining dozens of Scandinavian companies that cut ties with Mondelez over the tax it paid to the Russian government, [[IKEA]] cited the decision was made as they are focusing on Ikea-branded confectionery products and have further developed their own chocolate and candy products.<ref>{{cite web|url=https://www.standard.co.uk/business/business-news/ikea-to-pull-daim-maker-mondelez-chocolate-from-its-shelves-b1090261.html|title=Ikea to pull Daim maker Mondelez chocolate from its shelves|date= 26 June 2023 }}</ref>

== See also ==

* [[List of almond dishes]]

==References==
{{Reflist|30em}}

==External links==
*[https://web.archive.org/web/20131203004510/http://www.marabou.se/marabou/page?siteid=marabou-prd&locale=sesv1&PagecRef=681 Daim bar at Marabou's website] {{in lang|sv}}

{{Mondelez}}

[[Category:Swedish confectionery]]
[[Category:European chocolate bars]]
[[Category:Mondelez International brands]]
[[Category:Almond dishes]]
[[Category:Products introduced in 1953]]


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