You’ve been pronouncing ‘Daim’ wrong this whole time

Francesca Specter
·Yahoo Style UK deputy editor
Daim bars: How do you say it? [Photo: Daim]
Daim bars: How do you say it? [Photo: Daim]

Daim bars are some of the most delicious fun-sized chocolate confectionary around – but it’s likely you’ve been referring to them all wrong.

If you’re anything like us, you’ve had your fair share of the delicious Swedish confectionary.

Here at Yahoo HQ, we’ve been enjoying the generosity of one colleague who recently returned from a trip to IKEA with a big bag of the chocolate-covered, crunchy caramel treat.

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Yet, we were stopped in our tracks when one colleague pronounced the bars “Dame” (to rhyme with “frame”) rather than “dime” (to rhyme with “time”), as the rest of us say it.

Yet, as it turns out – he was right.

Dime vs Daim bars

The Dime bar was created by Swedish chocolate brand Marabou in 1953.

The product was launched under the name “Dajm” (pronounced “Dai”, like the first syllable of “diamond”) in Sweden and Norway, When Daim was launched internationally, including in Finland in 1963 and Denmark in 1971, it was renamed “Daim” in most of these countries.

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When it was launched in the UK and Ireland in the 1990s, it was marketed as “Dime” – and pronounced that way, too.

However, in 2005, the bar’s name was changed “Daim” in line with the rest of the world – which is pronounced “Dame”.

So, while many may still refer to the bar as “Dime” in homage to its former name, this is in fact wrong.

This isn’t the only chocolate brand which is commonly mispronounced.

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Back in 2015, many were shocked to discover that Nutella is actually pronounced ““new-tell-uh” after its parent company Ferrero revealed the correct pronunciation on its website.

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