Nidar has a large range of products which includes everything from chocolates, confectionary and marzipan to jelly babies, caramels, liquorice and pastilles. Many of these products were launched in the period between the two world wars which was a time of great innovation. At that time, production was characterized by high levels of craftsmanship and was therefore simple to adapt.
Sfinx 1940 In the 1930’s Nidar had its largest range of products. In 1935, for example, Nidar had 269 different kinds of chocolates and other sweets in production.
Most sweets from Nidar’s early years only exist today as recipes safely stowed away in the archives, and perhaps in the memories of some people. A handful of brands have, however, endured, such as Stratos, Gullbrød, Troika (previously Geletrøffel), Sfinx and the seasonal marzipan products. Today these form the backbone of Nidar’s product range.
In the early years, products were developed by confectioners who experimented with taste, consistency and colour. However, the role of engineers became increasingly more important during the period between the wars. Today innovation is the result of close cooperation between product developers, marketing experts and designers.
The production of sweets has over the years become more rationalised and is now characterized by a high degree of mass production. This has naturally led to a narrower range of products. In order for production lines to produce effectively and cost efficiently, machinery cannot be reset too often. At the same time, marketing focus has moved from the Nidar name to individual brands, resulting in a higher maintenance costs. Compared with what was the case in Nidar’s infancy, the launching of new brands of chocolate is today a rarity. Nowadays new products are more likely to be a variant of an already existing and well-established brand.
Stratos chocolate, which is Nidar’s largest brand, was launched in 1936 and has changed little since it was launched, although at times, it was available in a milk chocolate variant with brown packaging and as red variants with nuts and almonds. Packaging and advertising have, however, been changed many times. Many will perhaps recognize the blue cow which Nidar used in advertising in the 1980’s, and which was brought back in 2007. Today Stratos is available in two variants and several sizes - a chocolate suitable for most occasions.
Extract from Stig Kvaal and Per Østbys ‘Smakebiter fra Nidar’s historie’ (“Samples from the history of Nidar”), 2005.