The history of Kexchoklad

Kexchoklad − a chequered and active favourite since 1938

Kexchoklad is one of Sweden’s best loved chocolate products and the single largest product on the Swedish confectionery market. Kexchoklad is an active classic that has enhanced everyday life for the Swedish people since 1938.

The story of Kexchoklad began back in 1921 when Cloetta started producing chocolate-covered wafers under the name of “Five o´clock wafer chocolate”. The wafer product quickly grew in popularity and in the latter half of the 1930s the company started to write Cloetta-Kex on the packages. 1938 was the year when the strong and classic brand Kexchoklad was born and registered, and this was the first time that Kexchoklad’s iconic chequered wafer pattern appeared on the package in the word KEX.

Kexchoklad showed its active side in various advertising campaigns as early as 1940 and used skiing environments already at that time. In the years thereafter, Kexchoklad was the natural choice for an on-to-go snack.

In the 1940s Kexchoklad further upgraded its design. The word KEX, with its chequered pattern, was made more visible and the packages became more red. The product family expanded with new taste varieties and packages and in the 1950s Cloetta invested ambitiously in advertising and brand building for Kexchoklad.

By the early 1960s it was once again time to modernise the packaging. The chequered wafer pattern had attracted attention and become well known in Sweden, and a decision was therefore made to highlight it on the package and increase its visibility.

The 1970s were an eventful decade for the brand and saw the launch of new sizes and flavours. The company followed the popular multipack trend and introduced a 6-pack with Kexchoklad. In 1971 Kexchoklad boosted its sales by 68% and secured a position as Sweden’s top-selling candy bar. Between 1974 and 1976, sales of Kexchoklad doubled in the span of just two years.

The active aspect of Kexchoklad was strengthened in the 1980s. Advertisements in 1984 included texts like ”Downhill skiers fall for delicious wafers!” and featured athletes like two-time world motocross champion Håkan “Carla” Carlqvist. In 1987 Kexchoklad was proud to contribute to the successful ascent of the world’s tallest mountain, Mount Everest, by a Swedish expedition with the help of Kexchoklad, which generated a lot of good publicity.

In the 1990s the company wanted to increase the visibility of Kexchoklad and launched a major initiative through different events all over Sweden during both the summer and winter season. The now classic slogan “Tasty and Happy Kexchoklad” was created during this decade!

Kexchoklad is closely associated with the active life in Sweden. In preparation for the winter season of 1999, Cloetta established a partnership with the Swedish National Alpine Ski Team. The goal was to reinforce positive consumer attitudes towards Kexchoklad and national public attitudes to the brand through this collaboration. The chequered pattern was featured on the sleeves, shoulders and collars of the skiers’ team uniforms, creating a powerful link between Kexchoklad and downhill skiing. This natural connection comes from Kexchoklad’s clear position as an active outdoor product. In the past 15 years Kexchoklad has successfully developed its active nature through sponsorship of Swedish sports, such as the National Alpine Ski Team and the National Handball Team, but also other sports like football, track and field, and marathons.

Kexchoklad is a unique product – loved by all regardless of their age, gender or where they call home.


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