
Why is Swedish chocolate so popular in the USA? Marabou’s brand manager explains
Americans are falling in love with Swedish chocolate. Helena Arver, brand manager at Marabou, isn’t surprised.
”We’ve been crafting chocolate since 1916, and our flavor is truly one of a kind”, she says in an interview with Goodis.
Just north of Stockholm, in the town of Upplands Väsby, stands a factory that might make Willy Wonka a little jealous. The bold red ’Marabou’ sign marks the place where chocolate magic happens.
Normally, Marabou only accepts interview requests from media houses and journalists. When Goodis reached out, however, we were quite honest: We’re an American candy company founded by two Swedes and a New Jersey native. One of these Swedes was born and raised just around the corner from the Marabou factory.
A few months later, we made the interview happen, even though Helena has a tight schedule. She is Marabou’s brand manager and has been in the company for 14 years, with a passion for developing strong brand foundations. And of course, with a love for candy and chocolate.
"Known for high quality"
One of the reasons why Helena has a hectic schedule? Well, Marabou has been increasingly popular, not least in the USA.
”Through trends on social media, Swedish candy and chocolate has gained extra attention. People try out and review foreign candy, and that made consumers impressed by our products, particularly in the USA. Swedish chocolate is known for its high quality, and we have the expertise to create new and exciting flavors.”
”The reason why Marabou has become popular in the USA is mainly the taste, which truly is amazing, but also the taste combinations. Swedish candy and chocolate have caught the eyes of many candy lovers in America.”
But what makes Swedish chocolate ”better” than other countries’ chocolate?
”Marabou chocolate has been crafted in Sweden since 1916. After so many years, we’ve become experts in high-quality chocolate. All our production is still in Sweden. In Upplands Väsby, we recently took a historical step on the chocolate road. We opened one of the world’s largest chocolate bar production lines,” Helena says.
And what makes Marabou stand out from other chocolates?
”The unique flavor of Marabou Milk Chocolate, which many Swedes love, has its roots in 1956. Our chocolate has a unique recipe, though of course, we can’t reveal it. But one of the reasons why our chocolate is different is the touch of caramel coming from the ”Maillard effect”.
Signature smoothness
The Maillard effect is a natural process that happens when sugar and protein react under heat. It creates a deeper, caramelized flavor, similar to how bread turns golden when toasted. In Marabou's case, it gives the chocolate its signature smoothness and a hint of caramel.
”Our main focus has always been the Nordic market, which is what I know best. But it’s great to hear that Swedish candy is making a positive impression on the American candy market. Maybe I’ll get the chance to learn even more about it in the near future,” Helena says.
What impact has this popularity had on Marabou?
”We get a lot more comments on social media, many more emails from consumers in America appreciating our products. This truly makes us happy and proud. The people of our factory know that their work is appreciated not only in Sweden but across the Atlantic.”
"They are the favorites"
Naturally, Helena doesn’t want to reveal any secrets when it comes to the recipe. However, she explains why Marabou is so attractive.
”It’s probably a mix of many things. Our mentality when it comes to crafting and production. The passion of our workers in the factory. And the long tradition of creating really good chocolate. I believe that’s the foundation.”
Which flavors are the most popular ones?
”Of course, it’s our classic Marabou Milk Chocolate. Also, Marabou Swiss Nuts and Marabou Daim are among the favorites. I’ve also seen how younger consumers are attracted to Marabou Fruit & Almond, which is a classic that has found its way back to people’s hearts. Recently, we re-launched Marabou Japp, which has been highly requested.”
Life goes on as usual in the factory. Our golden ticket got us here, but we can’t let Helena go without asking: Which is your favorite chocolate?
”I love Swedish candy, such as licorice, sour and caramel, and Swedish chocolate. These are tastes from my childhood, memories that are truly positive for me. My favorite chocolate is Marabou Fruit & Almond, but in combination, licorice and chocolate or caramel are not far behind.”
Looking for Swedish chocolate in the USA? Check out our selection at Goodis.