You never forget your first Dime

Classic Dime Bar TV Ad with Harry Enfield UK TV Ad from the 80’s


The Dime bar (originally known as Dajm in the original Swedish, and Dime in the UK and Ireland) is a crunchy butter almond bar covered in milk chocolate that originated in Sweden in 1953, produced by the Swedish company Marabou.


Dime 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. (more…)