Here is the challenger to the classic chocolate boxes “Aladdin” and “Paradis”.
Candy giant Fazer is launching its own Christmas box – something docent Sofia Ulver believes can be a success because of Marabou’s owner’s connection to Russia.
– It’s a bit cocky, she says.
It’s getting closer to Christmas and in many homes you will find the sacred chocolate boxes “Aladdin” and “Paradis” that Marabou is behind. But now comes an upstart who wants to join in and challenge. It is the candy giant Fazer that is launching the “Fazer classic” Christmas box.
Sofia Ulver, docent in consumer science at Lund University, thinks it’s a cocky move that she applauds.
– I thought it was fascinating and a bit daring. “Aladdin” and “Paradis” fulfill some kind of folk home nostalgic function in Swedish culture. It’s so obvious and well done I think, it’s clear they should do it. Why hasn’t anyone thought of this before?, she says.
I think the Russia connection is important
In the newly launched box there are seven different flavors with a total of 32 pralines. Sofia Ulver believes that Fazer’s Christmas move can be successful as Marabou’s owner, Mondelez, has received a lot of criticism for its connection to Russia.
– These pralines are very big in Sweden. Fazer uses Marabou’s well-known design and idiom to acknowledge their place. If the Russia connection is what it was and if people know about it, then this is hugely significant. If they can somehow spread the knowledge again and actualize their shady position to Russia, then they are in a golden position to take over this orphanage box with its box, she says.
“Fun and cocky”
She believes that Fazer can take market share by Christmas and perhaps consolidate its position against Marabou.
– It’s a bit funny and cocky. It wouldn’t have been if it had been any other candy item, but this one is sacred, says Sofia Ulver.