Marabou Aladdin chocolate pralines

Marabou Aladdin is one of Sweden's most iconic Christmas traditions. Launched in 1939 by the Marabou company, it was designed as a more affordable and accessible box of 'popular' pralines compared to the luxury assortments of the time. The brand quickly became a staple in Swedish homes, particularly associated with the holiday season and the famous 'unwritten rule' of not starting the second layer of the box until the first is finished.

While the brand has deep Swedish roots, its manufacturing has moved over the years. Previously produced in the historic factory in Upplands Väsby, Sweden, the production of Aladdin boxes was relocated to Slovakia in 2018 to optimize the global supply chain. This move was part of a larger strategy by the current parent company, Mondelez International, which acquired the brand through its purchase of Kraft Foods (who had merged with Freia-Marabou in 1993).

Today, the brand is owned by the American multinational conglomerate Mondelez International. Despite the change in ownership and manufacturing location, Aladdin remains a symbol of Swedish confectionery heritage, continuing to update its selection of pralines periodically based on consumer votes and trends.