Kids in Sweden are well drilled in sweet-eating etiquette. They’re allowed to gorge themselves on Saturdays, when all the family feast on their so-called lördagsgodis, but that’s about it.
Parents though aren’t so keen on following the Saturday-only rule and that’s where Malaco’s new hideaways come in. Since children are notoriously adept at finding hidden goodies, the Swedish candy maker has created a sneaky range of books, globes, tin cans and clocks, all with secret doors concealing all the sweet bites frazzled adults might need to get through the week.
”Children are creative and have refined methods of finding their parents stashes,” said Annika Lundgren, marketing manager for Malaco’s parent company Cloetta.
“The new products will increase the parents’ chances of keeping the candy for themselves,” she told The Local.
The Saturday sweets tradition became a staple of Swedish life in the 1950s when the increasingly health conscious nation tried to reconcile its love of candy with the realization that eating goodies all the time wasn’t ideal.
It was brilliant in all its simplicity, although the inimitable Big Steve from England thinks he may have found a fatal flaw. The sweet treats are dished out after dinner and send kids into a sugary tizzy just when they should be winding down.
Cloetta’s Annika Lundgren said the aim of the ploy was not to encourage parents to eat more candy, but one expert The Local spoke to wasn’t crazy about the idea.
“It isn’t good to eat candy on a regular basis. It doesn’t give you the same feeling of satisfaction as you get from food,” said prize-winning science writer Ann Fernholm.
“A big bag of Gott & Blandat contains as many calories as three sausages and three potatoes, but doesn’t make you feel nearly as full,” she added, referencing a popular Malaco product.
“To eat a lot of sugar is one of the worst things you can do for your general health.”
But for parents aware of the risks and still seeking munchies, Malaco has put together this video that shows the hiding places being put to good use.
By Molly Söderlind