Found at: Coop
The Swedish are very Kex positive. And Kex is very Swedish positive.
This chocolate bar is absolutely a Swedish institution. Launched in 1921, it’s like a deconstructed Kit-Kat bar: a crisp chocolate wafer covered in smooth milk chocolate. And yet, it’s deeply associated with sports – heavily sponsoring downhill skiing, the 2012 Olympic Games, and any number of other Nordic events. Even the early advertisement featured tall, blonde Swedish athletes in fur coats and wooden skis. I asked Emil about it, and his memories of this candy bar all revolve around school hikes, motor-cross meets, and little-league hockey games – not what I would expect from a candy-bar. But Kex is somehow more than a simple sweet snack. Its image is completely tied up with Swedish sports and an active Scandinavian lifestyle. The closest example I can come up with is if Kit-Kat were somehow the official snack of baseball players everywhere. But then again, it’s not as if sunflower seeds that normal anyway.