Marabou Jordgubb chocolate bar

Marabou is one of Sweden's most iconic and beloved chocolate brands, established in 1916. The brand's history is deeply connected to the Norwegian chocolatier Johan Throne Holst, who founded the Freia chocolate company. Due to naming conflicts with the 'Freja' brand in Sweden, Holst named his Swedish subsidiary after the marabou stork found in the original Freia logo.

Today, Marabou is owned by the American multinational Mondelēz International, following a series of acquisitions involving Kraft Foods. Despite its international ownership, the brand maintains a strong local identity. The vast majority of its core chocolate tablet production, including the Jordgubb (strawberry) variety, takes place at the historic factory in Upplands Väsby, just north of Stockholm.

In recent years, the brand has focused on sustainability through the 'Cocoa Life' program, ensuring that the cocoa used in its products is responsibly sourced. It remains a staple of Swedish 'fika' culture and continues to be a dominant player in the Nordic confectionery market.