Marabou
Marabou is the Swedish brand name for chocolate products from the international food company Mondelēz International .
history
Marabou AB was founded in 1916 on the initiative of the Norwegian Johan Throne-Holst , who had previously founded the Norwegian chocolate manufacturer Freia . Production began in 1919 in a factory in Sundbyberg, Sweden . Between 1941 and 1962, Marabou AB owned Findus .
In 1990, Marabou was bought by Freia and re-established as Freia-Marabou . Norsk Hydro , Procordia Foods, and Paulig were some of the main owners. In 1993, Kraft General Foods (since 2012: Mondelēz International ) bought the company for three billion Norwegian kroner . The two brand names Marabou and Freia continue to exist.
In Germany, products have been available under the Marabou name since 1982.
Production takes place in Upplands Väsby near Stockholm.
sorts
The Marabou brand is best known these days for its milk chocolate, which is available in a variety of flavors, including Mjölkchoklad (milk chocolate), Mörk Choklad (dark chocolate), Vit Choklad (white chocolate), Gräddnougat (cream nougat), Schweizernöt (Swiss nut), Helnöt (whole nut), Frukt & Almond (fruit & almond), Apelsinkrokant (orange-brittle), Mintkrokant (mint-brittle), Havssalt (sea salt), Saltlakrits (salt liquorice), Digestive , Daim , Dukat, Crisp, Cocos and Oreo.
Other confectionery products known in Scandinavia that carry the Marabou brand name are Aladdin, Paradis, Dubbelnougat, BelVita and Co-co. Before that, Daim and Japp also belonged to Marabou.
marketing
Marabouts advertising slogan Mmm ... Marabou was introduced in a promotional film in 1956, in which the Swedish actor Sture Lagerwall and Yvonne Lombard were involved. This slogan is also used today, but in the meantime there have also been other slogans, e.g. a. Smaken man aldrig glömmer ('The taste that you never forget', 1980s), Små goda ögonblick ('Small delicious moments', 2002), Smaken man vill tillbaka till ('The taste that you want to go back to', 2004 to 2005) and Hur många rutor gör dig glad? ('How many pieces make you happy?'). Marketing was mainly carried out for milk chocolate.
Controversy over sustainability
In 2013 the Swedish press reported about Marabou's use of palm oil , which Greenpeace says has negative effects on animals and people in the world's rainforests . According to the Marabou website (in 2020), Marabou milk chocolate ( Mjölkchoklad ) does not contain palm oil, but some of the company's other products do. According to its own information, the company has covered its palm oil needs since 2013 with an RSPO -certified system.
Web link
- Homepage (Swedish)