Christmas time is approaching and soon Christmas presents will be bought, Christmas sweets will be baked and the sacred boxes of chocolates will arrive on the table. But this year there is a challenger to the classic chocolate boxes “Aladdin” and “Paradis”.
DON’T MISS:
This is how much time off you can get this Christmas – with just 5 holiday days
Strong reactions to this year’s orange-flavored Christmas mustard
Fazer launches classic chocolate box
The classic chocolate boxes “Aladdin” and “Paradis” are produced by the candy giant Marabou. They released the first box “Aladdin” back in 1939 followed by “Paradis” launched in 1957.
The new competitor is none other than the candy giant Fazer, which among other things produces Geisha, Dumle and Tutti Frutti. The candy is exported to more than 40 countries and the group’s turnover last year amounted to 1.2 billion euros, they write on their homepage.
Fazer produces many famous candies. Photo: Robin Haldert / TT
READ MORE: News today – current news from Sweden and the world
DON’T MISS: Latest news – take part in what’s happening right now
“Why hasn’t anyone thought of this before?”
But perhaps it is not so strange that there is a new competitor when “Aladdin” and “Paradis” sell like lemonade on a sunny day.
Sofia Ulverdocent in consumer science at Lund University, says TV4 News that Fazer is making a smart move.
– 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 tells TV4 Nyheterna.
It is also good timing for Frazer to launch the box right now, Ulver says. Because Marabou’s owner, Mondelez, has received a lot of criticism for its connection to Russia.
– 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, says Ulver.
DON’T MISS:
The Christmas calendar is worth 5,000 – do you have one at home?
This is how Aladdin’s Ash will be in 2024 – here are all the pralines