UK Dime chocolate to become Daim, in line with Europe

By Lorraine Heller

- Last updated on GMT

Related tags: Norway, Sweden, Denmark

Kraft Foods is to re-brand Dime bars in the UK in a long awaited
move to standardize the name of the popular crunchy milk chocolate
bars throughout Europe.

The new spelling- "Daim"- is being used for the product in other countries, and the company claims that well-traveled UK consumers will already be familiar with the name.

"We have carefully weighed up the pros and cons of the name change. This is an international product and so it is preferable for it to have a fully harmonized brand name and trademark,"​ said Bjorn Thorvaldsen, category director of Kraft Nordic confectionery.

The company does not believe the change will affect sales or consumer acceptance.

"The product has a strong trade dress-up, with colours, design and a logo that stand out. We are confident that people will recognize "Daim" as the chocolate they know and love,"​ Thorvaldsen told BakeryAndSnacks.com.

Manufacturer Kraft Foods said Daim is especially popular in Scandinavia, with major markets for the product being Denmark, Finland, France, Germany, Norway, Sweden and the UK.

The chocolate already underwent a re-branding in the Nordic region the 1980's, when the original name, "Dajm"- which it held since the 1960's- was changed to the more international "Daim

Related topics: Processing & Packaging, Chocolate

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