Marabou
Swedish chocolate brand known for caramelized milk chocolate and a broad range of filled and flavored confectionery products.
Last updated August 21, 2026
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Overview
Marabou is a Swedish chocolate brand owned by Mondelez International. Its origins are connected to the Norwegian confectionery entrepreneur Johan Throne Holst, who had already developed the Freia chocolate business in Norway. When the First World War disrupted access to continental European markets, the company pursued expansion into Sweden. The Swedish operation was established in 1916 under the Marabou name because the Freja name was already in use in Sweden. The brand name was associated with the stork used in the company's visual identity. Although the Swedish brand was created in 1916, cocoa shortages related to the war delayed the start of production until 1919. Henning Throne Holst, Johan's second son, assumed responsibility for the Swedish operation and took over the country's first chocolate factory in Sundbyberg, north of Stockholm, in 1918. Marabou's initial flagship was milk chocolate, made according to the recipe used by Freia in Norway. From the middle of the 1950s, the chocolate was caramelized, producing the distinctive taste that became central to the brand's identity. The original Sundbyberg factory eventually became too small for rising demand. During the 1970s, after roughly six decades at the original site, production moved to a newly built facility in Upplands Väsby, where Marabou manufacturing has continued. The brand's identity also changed during the late 1960s. The earlier stork symbol was replaced by the rounded M used in the logo, designed by Sigvard Bernadotte. Around the same period, advertising featuring actress Yvonne Lombard introduced the slogan “Mmm... Marabou!”, which became one of the brand's most recognizable marketing elements. Marabou is primarily associated with the Swedish mass-market chocolate category and is widely sold in Sweden in multiple varieties. Its portfolio includes plain milk chocolate as well as products incorporating nuts, caramel, fruit, biscuit, and other inclusions. Several names associated with the wider Swedish and Nordic confectionery business, including Japp, Daim, Twist, Fortuna, and Non Stop, were developed during the period of Henning Throne Holst's management, although their ownership and brand relationships have changed over time. Freia and Marabou later became part of the same business. Kraft Foods acquired the combined business in 1993 for 3 billion Norwegian kroner, and Marabou subsequently became part of Mondelez International after the creation of that company. The brand has expanded beyond Sweden and has been available in a number of European and other international markets. It has also been sold through IKEA in various countries, with availability differing by market and period. Marabou has faced public scrutiny over the use of palm oil in some products. Greenpeace criticized palm-oil sourcing because of its potential links to impacts on rainforest ecosystems and affected communities. Marabou stated that its milk chocolate did not contain palm oil, while acknowledging that palm oil was used in some other products; the brand also stated that its palm-oil requirements were covered through a system certified by the Roundtable on Sustainable Palm Oil from 2013. More recently, the brand has been discussed in connection with scrutiny of Mondelez's continuing Russian business activities. Marabou remains an active consumer chocolate brand within Mondelez's international confectionery portfolio.
History
Marabou's history began with Johan Throne Holst, the Norwegian chocolatier who had established Freia as a major chocolate company in Norway. Freia had achieved substantial domestic penetration, and the disruption of European markets during the First World War encouraged the business to establish a Swedish presence. The Swedish brand was created in 1916. Since the Freja name was already taken in Sweden, the new operation adopted Marabou, a name linked to the stork in the company's logo. The creation of the brand did not immediately lead to Swedish production. Cocoa shortages caused by the war delayed manufacturing until 1919. In 1918, Henning Throne Holst, Johan's second son, took control of the Swedish operation and assumed responsibility for the first chocolate factory in Sundbyberg, near Stockholm. The first established Marabou product was milk chocolate, produced with the same basic recipe used by Freia. This product became the foundation of the brand's Swedish identity. A significant sensory change occurred from the mid-1950s, when Marabou began caramelizing its chocolate. The process altered the flavor and helped distinguish Marabou from competing milk-chocolate products. The brand expanded its range over time, while the Sundbyberg factory grew increasingly inadequate for demand. In the 1970s, production moved to a purpose-built facility in Upplands Väsby after approximately sixty years at the original location. The Upplands Väsby site remains associated with Marabou production. Marabou also modernized its visual and advertising identity. At the end of the 1960s, the stork emblem was replaced by a rounded M designed by Sigvard Bernadotte. Advertising featuring Yvonne Lombard introduced the phrase “Mmm... Marabou!”, linking the brand to a recognizable expression of enjoyment and helping establish a durable national-market identity. The Marabou and Freia businesses later became part of a combined confectionery group. Kraft Foods acquired them in 1993 for 3 billion Norwegian kroner. After Kraft Foods was reorganized and Mondelez International became the relevant global confectionery company, Marabou continued as a Mondelez-owned brand. Its distribution expanded beyond Sweden into other European markets and selected countries elsewhere. It was also sold through IKEA in multiple territories, although the list of countries and the timing of availability have varied. The modern brand remains centered on milk chocolate and chocolate bars sold in numerous varieties. Its portfolio has included products with nuts, caramel, fruit, biscuit, and other inclusions. Marabou has also been subject to sustainability criticism concerning palm oil in some products. Greenpeace associated palm-oil production with threats to rainforest environments and people, while Marabou said that its milk chocolate did not contain palm oil and that other palm-oil requirements were sourced through an RSPO-certified system from 2013. In 2025, reporting about Mondelez's Russian business created additional reputational scrutiny for brands within the group. Marabou nevertheless remains an active Swedish chocolate brand with international distribution.
- 2013
Palm-oil sourcing commitment cited
[1]Marabou stated that its palm-oil requirements were covered through an RSPO-certified system from 2013, amid criticism of palm-oil use in some products.
- 1993
Kraft Foods acquires the Freia and Marabou business
[1]Kraft Foods purchased the combined business for 3 billion Norwegian kroner, bringing Marabou into the corporate lineage that later became Mondelez International.
- 1970
Production moves to Upplands Väsby
[1]Growing demand led Marabou to move production from Sundbyberg to a newly built facility in Upplands Väsby.
- 1969
Rounded M logo and “Mmm... Marabou!” advertising identity introduced
[1]The former stork symbol was replaced by a rounded M designed by Sigvard Bernadotte, while advertising with Yvonne Lombard popularized the brand slogan.
- 1955
Caramelization becomes part of the chocolate profile
[1]From the mid-1950s, Marabou chocolate was caramelized, changing its taste and contributing to its distinctive product identity.
- 1919
Swedish production begins
[1]Manufacturing began after wartime cocoa shortages had delayed production following the brand's establishment.
- 1918
Henning Throne Holst takes responsibility for the Swedish operation
[1]Johan Throne Holst's second son took over the Swedish operation and the chocolate factory in Sundbyberg.
- 1916
Marabou brand established in Sweden
[1]The Swedish chocolate brand was created during the First World War as the business connected to Norwegian chocolatier Johan Throne Holst expanded into Sweden.
Products and positioning
Mainstream Swedish chocolate brand combining accessible mass-market pricing with a distinctive caramelized milk-chocolate taste and strong national heritage.
Milk chocolate · 1919
Marabou Mjölkchoklad
Marabou's foundational milk-chocolate product and one of the brand's defining offerings. It originated with the recipe used by the related Freia business and later became associated with Marabou's caramelized flavor profile. The product is sold as a bar and serves as the base reference for the brand's broader range of flavored and filled chocolate products.
Chocolate bars
Marabou chocolate bars
The core Marabou range consists of widely distributed chocolate bars in plain, filled, and flavored formats. Varieties have included combinations featuring nuts, caramel, fruit, biscuit, and other inclusions. The bar format is central to the brand's presence in Swedish retail and supports its positioning as an accessible everyday confectionery product.
Chocolate confectionery
Marabou assorted confectionery
Marabou's wider assortment includes products built around the brand's milk-chocolate identity as well as related confectionery formats. Availability and composition vary by market, and the brand has been distributed through international retail channels alongside other Mondelez products.
Controversies
2025
Scrutiny connected to Mondelez's Russian operations
Bloomberg reporting said that Mondelez had withdrawn profits from Russia during 2024 and removed prior commitments to make its Russian operations independent. The report generated reputational scrutiny for Mondelez brands, including Marabou, because the brand is part of the group's portfolio.
2013
Palm-oil sourcing controversy
Greenpeace criticism focused on the environmental and social consequences associated with palm-oil production. Marabou stated that its milk chocolate did not contain palm oil, acknowledged that some other products did, and cited RSPO-certified sourcing for its palm-oil requirements from 2013.
Marketing campaigns
- 1969“Mmm... Marabou!”
Sweden
Advertising featuring Yvonne Lombard helped establish “Mmm... Marabou!” as the brand's signature expression. The campaign period coincided with the adoption of the rounded M logo and reinforced Marabou's sensory, pleasure-oriented positioning.
Outcome. The slogan became a durable part of Marabou's Swedish brand identity.
Brand decisions
1993
Acquisition by Kraft FoodsM&ABackground
Freia and Marabou had become part of the same confectionery business before the acquisition.
Action taken
Kraft Foods acquired the business for 3 billion Norwegian kroner.
Aftermath
Marabou entered the corporate lineage that later became Mondelez International.
Acquisition price. 3 billion Norwegian kroner (1993)
1970
Relocation of production to Upplands VäsbyStrategyBackground
The Sundbyberg factory could no longer adequately support the brand's growing demand after decades of operation.
Action taken
Marabou moved production to newly built premises in Upplands Väsby.
Aftermath
Upplands Väsby became the continuing production location associated with the brand.
1955
Adoption of caramelized chocolate productionGeneration changeBackground
Marabou's earlier milk chocolate was based on the Freia recipe, but the brand sought to develop a distinctive taste as its Swedish business matured.
Action taken
From the mid-1950s, Marabou began caramelizing its chocolate.
Aftermath
The changed flavor became a defining characteristic of Marabou chocolate.
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