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.


After years of tinkering the crunchy centre was perfected, and with the addition of the distinctive Marabou milk chocolate, Dime was created. It was tested in Stockholm in 1952 with great success, and later in 1953 it was launched in Sweden and Norway. The brand is now owned by Kraft Foods. While not universally available in the United States, Dime bars imported from Sweden (manufactured in Upplands Väsby) are sold in all US IKEA Stores and all UK IKEA stores.

Dime bars were featured in a successful mid-nineties television commercial campaign in the United Kingdom featuring Harry Enfield and armadillos. In it, Dime bars were contrasted with armadillos, with a Dime 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’ Dime bar was released. A limited edition forest fruit bar has also been released.

Info taken from Wikipedia


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