A Daim wrapper and a split Daim bar
Product typeConfectionery
OwnerMondelez International (2012)
Introduced1952; 72 years ago (1952)
Related brandsList of Kraft brands
Previous owners

A Daim bar (/ˈdm/ DYME[1]) is a Swedish chocolate bar made from crunchy almond caramel covered in milk chocolate.


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. 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 sold in IKEAs in Australia, Austria, Serbia, Canada, the US, Republic of Ireland, the UK, Germany, Czech Republic, Poland, Bulgaria, the Netherlands, the Philippines and the United Arab Emirates.

See also


  1. ^ "Reklam för Daim 1996". YouTube.
  2. ^ "Varumärken - M". Mondelez Int'l. Retrieved 5 August 2014.
  3. ^ "About Mondelēz International Sweden". Mondelez Int'l Sweden. Retrieved 1 February 2015.
  4. ^ "John Lloyd: the brain behind QI". www.newstatesman.com.
  5. ^ "Great Ads You Might Have Forgotten About!: Dime bar… Armadillos!!!". 13 June 2011.
  6. ^ "38 classic TV ads that defined the 1990s". Digital Spy. 10 October 2016.
  7. ^ "Diam bars and Dime bars (Armadillos, smooth on the inside) - YerTiz". 31 December 2016.
  8. ^ "Reklam för Daim 1996". YouTube.
  9. ^ "UK Dime chocolate to become Daim, in line with Europe".