Guld Barre
A 45 g chocolate bar from Toms, first sold in 1933 and relaunched later in the 1930s in cream (milk) and bitter (dark) versions.
- Made by
- Toms
- First made
- 1933
Pictures © Toms, from tomsgroupheritage.com.
Why it is renowned
A 1950s telephone stunt made it a household name: Toms rang a random home each evening, and answering "Toms Guld Barre" won a cash prize, so Danes took to opening phone calls with the phrase.1
The story
Toms first introduced the bar in 1933; it did not sell and soon left the market, then returned later in the 1930s in cream and bitter (dark) chocolate and has been sold ever since.2 The classic bar weighs 45 g, and many flavours have followed, from milk and nuts to a Fairtrade extra dark.2 It later stood alongside Skildpadde, Yankie Bar, Ga-Jol, Holly Bar and Guldkaramel as one of six chocolate characters personified by Danish actors in Toms' televised "Familien Tomsen" campaign, aired 2002 to 2008.1
Sources
- Marketing over the Years - Toms Group Heritage. tomsgroupheritage.com, read 1 October 2026.
- Guldbarre (chokolade) - Wikipedia, den frie encyklopædi. da.wikipedia.org, read 1 October 2026.
Last checked 1 October 2026, against the maker's own pages.