Dime becomes Daim in euro choccie streamlining

Dime bars are to be re-branded Daim to bring the product in line with the rest of Europe, it emerged today.

The new name - pronounced "dame" - comes two decades after the almond caramel bars were first launched in the UK and Ireland, manufacturer Kraft Foods said.

Dime was first sold in Ireland and the UK in the eighties and was promoted with comedian Harry Enfield's "armadillo" advert.

The chocolate-coated bars are already called Daim in the rest of Europe except, where the Dime brand is to be phased out.

Two new varieties of the chocolate-coated confectionery called Daim Mini's and Daim Nuggets will be launched in September to coincide with the re-branding, Kraft Foods said.

Company spokeswoman Sarah Petts said: "Dime bar has enjoyed a loyal following since its launch more than 20 years ago. Daim Mini's and Daim Nuggets will excite existing customers and entice new ones."

Other confectionery to be re-branded in recent years include the chocolate and peanut bar Marathon which was renamed Snickers and Opal Fruits which became Starburst.