If you've ever unwrapped a Marabou bar, you already know there's something different about it. The chocolate is a little creamier, a little more melt-in-your-mouth than what you're used to. But behind that familiar purple wrapper is over a century of Swedish chocolate history — and a story that starts not in Sweden, but in Norway.
The Man Behind the Bar
It was Norwegian chocolatier Johan Throne Holst who changed Swedish chocolate forever. In the early 1900s, Holst had already built a chocolate empire in Norway under the name Freia — at its peak, Freia held over 50% of the Norwegian market. Emboldened by that success, he set his sights on Sweden.
The problem? The name "Freja" was already trademarked in Sweden. So Holst chose a new name: Marabou — named after the marabou stork, a bird he associated with quality and distinction.
From Wartime Ambition to Sweet Success
In 1916, the Marabou brand was officially born. But launching a chocolate company during World War I came with a significant obstacle: a severe shortage of cocoa. Full production didn't begin until 1919, when the factory in Sundbyberg, just outside Stockholm, finally opened its doors.
From that moment, Marabou took off. The original product — a creamy milk chocolate made from the same recipe as Freia — quickly became a Swedish staple. By the mid-1950s, Marabou introduced caramelization into its process, giving the chocolate the slightly richer, deeper flavor it's still known for today.
The Family That Built an Empire
Johan Throne Holst's son, Henning, took over the factory in 1918 and oversaw one of the most creative periods in Marabou's history. Under his leadership, the factory launched some of Sweden's most iconic confections — many of which you'll still find on shelves today:
- Daim — the crunchy almond toffee bar loved across Scandinavia
- Non Stop — the chocolate-covered candy that became a Swedish cinema staple
- Japp — a peanut and caramel chocolate bar
- Twist — an assorted chocolate mix perfect for sharing
These weren't just products. They became cultural touchstones — the kind of candy that generations of Swedes grew up reaching for.
Sweden's Favourite Chocolate Since 1916
Today, the Sundbyberg factory is long gone — production moved in the 1970s to a larger facility in Upplands Väsby, where it remains to this day. Marabou now produces over 242 million chocolate bars a year. The brand is owned by Mondelez International, but in Sweden, it never stopped feeling like home.
Walk into any Swedish grocery store and you'll see the purple Marabou bar front and centre. It's served at Midsommar celebrations, tucked into Christmas stockings, and broken into squares at countless family gatherings. In Sweden, Marabou isn't just chocolate — it's tradition.
The Most Popular Marabou Bars to Try
If you're new to Marabou, here's where to start:
- Marabou Milk Chocolate — the classic. Creamy, smooth, and the bar that started it all.
- Marabou Daim — chunks of almond toffee embedded in milk chocolate. Utterly addictive.
- Marabou Non Stop — colourful candy shells over milk chocolate, perfect for snacking.
- Marabou Mint — a refreshing twist on the original, popular across all of Scandinavia.
- Marabou Dark Chocolate — for those who prefer something a little more intense.
Why Americans Are Falling in Love with Marabou
American chocolate lovers who try Marabou for the first time often say the same thing: "Why doesn't our chocolate taste like this?"
The answer lies in the recipe. Swedish chocolate uses higher quality milk and cocoa, with less sugar and no artificial flavours. The result is a bar that's richer, smoother, and more satisfying — without the waxy aftertaste common in mass-market American chocolate.
It's no surprise that Marabou chocolate has become one of the most searched Swedish candy brands in the US.
Where to Buy Marabou Chocolate in the USA
Marabou isn't sold in most American supermarkets, which means finding the real thing can be a challenge. The good news: you can order authentic Marabou chocolate online and have it shipped directly to your door — straight from Sweden.
At Swedish Candy Land, we stock a wide range of Marabou bars and ship across the USA with:
- ✔ No import fees or hidden customs charges (DDP shipping)
- ✔ Fast delivery — typically 3–6 business days
- ✔ Fresh stock sourced directly from Sweden
Whether you're buying Marabou for the first time or stocking up on your favourite bar, we've got you covered.