Cloetta's Kexchoklad marks 85 years as a Swedish favorite

Cloetta's Kexchoklad, the largest single confectionery product in Sweden, has maintained its popularity since it was registered in 1938. The product's 85-year history is characterized by continuous brand evolution and a strong association with Swedish sports and an active lifestyle. The origins of the chocolate-covered wafer date back to 1921, when Cloetta began producing them under the name "Five o´clock wafer chocolate." The Kexchoklad brand itself was registered in 1938, the same year its now-iconic checkered wafer pattern first appeared on packaging. Early advertising campaigns in the 1940s emphasized the product's active nature and connection to skiing, while the packaging's red color and checkered design were increasingly prominent. By the 1970s, Kexchoklad had secured its position as Sweden's top-selling candy bar. The 1980s saw further strengthening of its active image in advertisements, with messages referencing downhill skiing. A notable event was the brand's support for a Swedish expedition's successful ascent of Mount Everest in 1987. The 1990s introduced the classic Swedish slogan "God och glad, Kexchoklad" and initiated a long-term collaboration with the Swedish Alpine Ski National Team, cementing the association with winter sports. Following the turn of the millennium, Kexchoklad expanded its sponsorships to include the Swedish national teams in handball and football. The introduction of "Kexchokladjakten" in 2010, a popular ski orienteering and word hunt event held in ski resorts, demonstrates the brand's ongoing connection to the mountains and family holidays. Cloetta states that Kexchoklad is a unique product loved by everyone, regardless of age, gender, or location.