Dime, the crunchy almond chocolate bar, is changing its name to Daim in a controversial move aimed at standardising the brand throughout Europe.
Brand owner Kraft is phasing out the Dime name in the UK, replacing it with Daim, the name under which it already trades elsewhere in the world including its key Scandinavian markets.
Daim has become the latest confectionery product to have its UK identity removed. Marathon changed its name to Snickers in 1990 and Opal Fruits was reborn as Starburst in 1998.
Dime bars were introduced into the UK in the early eighties, so named to be better understood by UK consumers. The line is best known for its ‘Armadillo’ ad campaign with Harry Enfield.