Short answer
The best-known Swedish chocolates are Marabou milk chocolate, Daim, Kexchoklad, Plopp and Japp. Almost all the classics come from two brands: Marabou, founded in 1916 by the Norwegian Johan Throne Holst, and Cloetta, founded in Copenhagen in 1862. Kexchoklad has been around since 1938 and Daim since 1953. Chocolate bars travel home well, but pack them in the middle of your bag so they don't melt.
Marabou and Cloetta: the big two
Marabou is Sweden's best-known chocolate brand. It was founded in 1916 by the Norwegian chocolate maker Johan Throne Holst, who had already had great success with the same recipe in Norway under the name Freia. Production began in 1919 in Sundbyberg, just north of Stockholm, and since the 1970s the chocolate has been made in Upplands Väsby. Today Marabou is owned by Mondelez.
Cloetta is older. The company was founded in Copenhagen in 1862 by three Swiss brothers and is behind many of the classics Swedes buy at the kiosk, from Kexchoklad to Plopp and Center.
10 classics to try
| Chocolate | What it is | Since |
|---|---|---|
| Marabou milk chocolate | Milk chocolate bar in many flavours | Brand since 1916 |
| Daim | Crunchy almond caramel covered in milk chocolate | 1953 |
| Kexchoklad | Wafer covered in chocolate | 1938 |
| Sportlunch | Wafer with milk chocolate, Kexchoklad's older cousin | 1937 |
| Plopp | Milk chocolate with a soft toffee filling | 1949 |
| Center | Roll of chocolate pieces filled with caramel | 1941 |
| Japp | Milk chocolate with soft caramel and chocolate meringue | A Marabou classic |
| Polly | Foam pieces covered in chocolate | 1965 |
| Guldnougat | Nougat wrapped in gold paper | 1913 |
| Aladdin | Box of Marabou pralines | A Christmas classic |
Chocolate and fika
Chocolate belongs to fika, the Swedish break with coffee and something sweet. A Kexchoklad or a row of Marabou with your coffee is as common as a cinnamon bun. Kexchoklad and Sportlunch are also classic snacks on ski trips and hikes, because they survive a day in a pocket.
Which chocolate makes a good gift?
- A Marabou bar is the safest choice. It comes in many flavours and is easy to pack.
- Daim is a Nordic original and often a surprise for anyone who hasn't tried it.
- Aladdin is a classic box to give, especially around Christmas.
- A mix of kiosk bars such as Kexchoklad, Plopp and Japp lets the recipient taste several classics.
How to take Swedish chocolate home
- Heat is the biggest risk. Pack chocolate in the middle of your bag, never in a hot car or direct sun.
- Bars and pieces survive the journey best. Filled pralines are more fragile.
- In hand luggage ordinary chocolate is fine. Chocolate spreads, however, can count as liquids at security.
- Travelling outside the EU: chocolate is food, so check what your home country allows before you pack.
Where to buy Swedish chocolate in Gothenburg
With us at Kungs Gotter, Kungsgatan 26, on the pedestrian street. We have Swedish chocolate such as Marabou, Kexchoklad and Daim on the shelves next to the pick-and-mix wall, and we are open every day. If you want chocolate delivered, you can order via Wolt. Also read our guide to Swedish candy.