Marabou is a

Swedish Swedish or ' may refer to: Anything from or related to Sweden, a country in Northern Europe. Or, specifically: * Swedish language, a North Germanic language spoken primarily in Sweden and Finland ** Swedish alphabet, the official alphabet used by ...

chocolate brand owned by

Mondelez International Mondelēz International, Inc. ( ) is an American Multinational corporation, multinational confectionery, food industry, food, Holding company, holding, drink industry, beverage and snack food company based in Chicago. Mondelez has an annual rev ...

History

The brand was founded by the Norwegian

chocolatier A chocolatier ( ; ; ) is a person or company that makes and sells chocolate confections. Chocolatiers are distinct from chocolate makers, who create chocolate from cacao beans and other raw ingredients. Chocolatiers work artisanally with pre- ...

Johan Throne Holst Johan Throne Holst (7 February 1868 – 13 February 1946), was a Norwegian industrialist and politician for the Liberal Left Party (''Frisinnede Venstre''). He was the founder of Marabou and CEO of Freia, now owned and operated by Mondelez Inter ...

(1868–1946), who already had launched the same chocolate recipe in

Norway Norway, officially the Kingdom of Norway, is a Nordic countries, Nordic country located on the Scandinavian Peninsula in Northern Europe. The remote Arctic island of Jan Mayen and the archipelago of Svalbard also form part of the Kingdom of ...

under the name

Freia Freia may refer to: * Freyja In Norse mythology, Freyja (Old Norse "(the) Lady") is a goddess associated with love, beauty, fertility, sex, war, gold, and seiðr (magic for seeing and influencing the future). Freyja is the owner of the neckl ...

with great success — in the beginning of the 20th century Freia owned over 50% of the Norwegian market. During the

First World War World War I or the First World War (28 July 1914 – 11 November 1918), also known as the Great War, was a World war, global conflict between two coalitions: the Allies of World War I, Allies (or Entente) and the Central Powers. Fighting to ...

, the continental European markets were closed, so the company decided to expand to Sweden. In 1916, the brand Marabou was created in Sweden;(no
Om Marabou
''Marabou.se'' as the name Freja was already taken in Sweden, the company decided to name their Swedish branch after the

stork Storks are large, long-legged, long-necked wading birds with long, stout bills. They belong to the family Ciconiidae, and make up the order Ciconiiformes . Ciconiiformes previously included a number of other families, such as herons and ibise ...

in the logo. However, the actual production didn't start until 1919 due to shortages in

cocoa Cocoa may refer to: Chocolate * Chocolate * ''Theobroma cacao'', the cocoa tree * Cocoa bean, seed of ''Theobroma cacao'' * Chocolate liquor, or cocoa liquor, pure, liquid chocolate extracted from the cocoa bean, including both cocoa butter and ...

supply caused by World War I. Throne Holst's second son, Henning, took over Sweden's first chocolate factory in

Sundbyberg Sundbyberg Municipality ( or ''Sundbybergs stad'') is a municipality in Stockholm County in east central Sweden, just north of the capital Stockholm. Sundbyberg is wholly within the Stockholm urban area and has a 100% urban population. Sundbybe ...

, just north of

Stockholm Stockholm (; ) is the Capital city, capital and List of urban areas in Sweden by population, most populous city of Sweden, as well as the List of urban areas in the Nordic countries, largest urban area in the Nordic countries. Approximately ...

, in 1918. He was in charge of creating the brands which are still present today: ,

Daim DAIM (, like the coin ''dime''; born 1971 as Mirko Reisser) is a German graffiti artist who lives and works in Hamburg. He is particularly known for his large-size, 3D-style graffiti works. This has become known as his trademark. For his technic ...

Twist Twist may refer to: In arts and entertainment Film, television, and stage * ''Twist'' (2003 film), a 2003 independent film loosely based on Charles Dickens's novel ''Oliver Twist'' * ''Twist'' (2021 film), a 2021 modern rendition of ''Olive ...

, and . The first Marabou chocolate to be established was milk chocolate (''Mjölkchoklad''), which was produced using the same recipe as Freia. From the mid-1950s on, Marabou chocolate was

caramelized Caramelization (or caramelisation) is a process of browning of sugar used extensively in cooking for the resulting butter-like flavor and brown color. The brown colors are produced by three groups of polymers: (C24H36O18), (C36H50O25), and ...

, which significantly changed its taste. Over time, the Sundbyberg factory was not sufficient for the growing demand, so in the 1970s, production moved, after 60 years in one location, to newly built premises in

Upplands Väsby Upplands Väsby () is a locality and the seat of Upplands Väsby Municipality, Stockholm County, Sweden with 48,907 inhabitants in 2020. History The municipality has a long history with clear traces of settlements from the pre-Christian time ...

, where it remains today. At the end of the 1960s, the symbol of Marabou was changed from a

to the rounded "M" in the company logo. It was designed by

Sigvard Bernadotte Sigvard Oscar Fredrik, Prince Bernadotte, Count of Wisborg (7 June 1907 – 4 February 2002) born as, and until 1934 known as, Prince Sigvard of Sweden, Duke of Uppland, was a member of the Swedish Royal Family and a successful industrial des ...

. This also marked the beginning of the first commercials starring

Yvonne Lombard Yvonne Lombard (born 28 May 1929) is a Swedish actress. Born in Stockholm, Lombard studied at the Royal Dramatic Theatre ("Dramaten") there, where she trained between 1948 and 1951 with the likes of Max von Sydow and Ingrid Thulin. She has perfo ...

who created the slogan "Mmm... Marabou!". Marabou chocolate is widely available in Sweden in assorted varieties. Freia and Marabou later merged, and, in 1993, were purchased by

Kraft Foods Kraft Foods Group, Inc. was an American food manufacturing and processing conglomerate (company), conglomerate, split from Kraft Foods Inc. on October 1, 2012, and was headquartered in Chicago, Illinois. It became part of Kraft Heinz on July ...

for 3 billion

Norwegian krone The krone (, currency sign, abbreviation: kr (also NKr for distinction); ISO 4217, code: NOK), plural ''kroner'', is the currency of the Kingdom of Norway (including List of possessions of Norway, overseas territories and dependencies). It was t ...

r. Marabou chocolate is available in a number of European countries and was until September 2011 sold by

IKEA IKEA ( , ) is a Multinational corporation, multinational conglomerate (company), conglomerate founded in Sweden that designs and sells , household goods, and various related services. IKEA is owned and operated by a series of not-for-profit an ...

Canada Canada is a country in North America. Its Provinces and territories of Canada, ten provinces and three territories extend from the Atlantic Ocean to the Pacific Ocean and northward into the Arctic Ocean, making it the world's List of coun ...

Israel Israel, officially the State of Israel, is a country in West Asia. It Borders of Israel, shares borders with Lebanon to the north, Syria to the north-east, Jordan to the east, Egypt to the south-west, and the Mediterranean Sea to the west. Isr ...

, and

Poland Poland, officially the Republic of Poland, is a country in Central Europe. It extends from the Baltic Sea in the north to the Sudetes and Carpathian Mountains in the south, bordered by Lithuania and Russia to the northeast, Belarus and Ukrai ...

. Marabou chocolate is sold by IKEA in 23 countries:

Australia Australia, officially the Commonwealth of Australia, is a country comprising mainland Australia, the mainland of the Australia (continent), Australian continent, the island of Tasmania and list of islands of Australia, numerous smaller isl ...

Austria Austria, formally the Republic of Austria, is a landlocked country in Central Europe, lying in the Eastern Alps. It is a federation of nine Federal states of Austria, states, of which the capital Vienna is the List of largest cities in Aust ...

, Canada, Czechia,

Germany Germany, officially the Federal Republic of Germany, is a country in Central Europe. It lies between the Baltic Sea and the North Sea to the north and the Alps to the south. Its sixteen States of Germany, constituent states have a total popu ...

Hungary Hungary is a landlocked country in Central Europe. Spanning much of the Pannonian Basin, Carpathian Basin, it is bordered by Slovakia to the north, Ukraine to the northeast, Romania to the east and southeast, Serbia to the south, Croatia and ...

Iceland Iceland is a Nordic countries, Nordic island country between the Atlantic Ocean, North Atlantic and Arctic Oceans, on the Mid-Atlantic Ridge between North America and Europe. It is culturally and politically linked with Europe and is the regi ...

Japan Japan is an island country in East Asia. Located in the Pacific Ocean off the northeast coast of the Asia, Asian mainland, it is bordered on the west by the Sea of Japan and extends from the Sea of Okhotsk in the north to the East China Sea ...

the Netherlands , Terminology of the Low Countries, informally Holland, is a country in Northwestern Europe, with Caribbean Netherlands, overseas territories in the Caribbean. It is the largest of the four constituent countries of the Kingdom of the Nether ...

Portugal Portugal, officially the Portuguese Republic, is a country on the Iberian Peninsula in Southwestern Europe. Featuring Cabo da Roca, the westernmost point in continental Europe, Portugal borders Spain to its north and east, with which it share ...

Russia Russia, or the Russian Federation, is a country spanning Eastern Europe and North Asia. It is the list of countries and dependencies by area, largest country in the world, and extends across Time in Russia, eleven time zones, sharing Borders ...

Serbia , image_flag = Flag of Serbia.svg , national_motto = , image_coat = Coat of arms of Serbia.svg , national_anthem = () , image_map = , map_caption = Location of Serbia (gree ...

Slovakia Slovakia, officially the Slovak Republic, is a landlocked country in Central Europe. It is bordered by Poland to the north, Ukraine to the east, Hungary to the south, Austria to the west, and the Czech Republic to the northwest. Slovakia's m ...

Spain Spain, or the Kingdom of Spain, is a country in Southern Europe, Southern and Western Europe with territories in North Africa. Featuring the Punta de Tarifa, southernmost point of continental Europe, it is the largest country in Southern Eur ...

Switzerland Switzerland, officially the Swiss Confederation, is a landlocked country located in west-central Europe. It is bordered by Italy to the south, France to the west, Germany to the north, and Austria and Liechtenstein to the east. Switzerland ...

Taiwan Taiwan, officially the Republic of China (ROC), is a country in East Asia. The main geography of Taiwan, island of Taiwan, also known as ''Formosa'', lies between the East China Sea, East and South China Seas in the northwestern Pacific Ocea ...

Turkey Turkey, officially the Republic of Türkiye, is a country mainly located in Anatolia in West Asia, with a relatively small part called East Thrace in Southeast Europe. It borders the Black Sea to the north; Georgia (country), Georgia, Armen ...

Ireland Ireland (, ; ; Ulster Scots dialect, Ulster-Scots: ) is an island in the North Atlantic Ocean, in Northwestern Europe. Geopolitically, the island is divided between the Republic of Ireland (officially Names of the Irish state, named Irelan ...

, the

UAE The United Arab Emirates (UAE), or simply the Emirates, is a country in West Asia, in the Middle East, at the eastern end of the Arabian Peninsula. It is a federal elective monarchy made up of seven emirates, with Abu Dhabi serving as i ...

, the

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and the US.

Controversies

In 2013, there was press coverage about Marabou's use of

palm oil Palm oil is an edible vegetable oil derived from the mesocarp (reddish pulp) of the fruit of oil palms. The oil is used in food manufacturing, in beauty products, and as biofuel. Palm oil accounted for about 36% of global oils produced from o ...

, which, according to

Greenpeace Greenpeace is an independent global campaigning network, founded in Canada in 1971 by a group of Environmental movement, environmental activists. Greenpeace states its goal is to "ensure the ability of the Earth to nurture life in all its biod ...

, has a negative effect on the animals and people of the world's

rain forests Rainforests are forests characterized by a closed and continuous tree canopy, moisture-dependent vegetation, the presence of epiphytes and lianas and the absence of wildfire. Rainforests can be generally classified as tropical rainforests o ...

. According to the Marabou website (in 2020), Marabou milk chocolate (Mjölkchoklad) does not contain palm oil, but some other products of the company do. The company claims to cover their palm oil demands from a RSPO-certified system since 2013.

Report on Russian business dealings

In January 2025, Bloomberg noted that Mondelez had removed previous commitments to make its Russian operations independent and that the company had withdrawn profits from Russia during 2024, which should not be possible for an independent company.

References

External links

* {{DEFAULTSORT:Marabou (Chocolate) Norwegian chocolate companies Food and drink companies of Sweden Swedish brands Mondelez International brands