Freia Regia O'boy original chocolate drink powder

O'boy is a legendary Nordic beverage brand, originally launched in 1959 by the Swedish company Marabou. The product gained massive popularity across Scandinavia, including Norway, where it is often associated with the Freia and Regia brand names. The brand is famous for its instant milk-solubility and classic chocolate flavor that has defined childhood breakfasts for generations.

Manufacturing primarily takes place at the Marabou factory in Upplands Väsby, Sweden, which serves the entire Nordic market. In 2012, as part of a major corporate restructuring of Kraft Foods, the snacks and confectionery division — including brands like Freia and Marabou — was spun off to form Mondelēz International. Today, O'boy remains a flagship product under the Mondelēz umbrella, maintaining its market-leading position while operating through various Nordic subsidiaries.