The cycle of viral food trends moves with a speed that often leaves manufacturers scrambling to keep pace. Not long ago, the global appetite was dominated by “Dubai chocolate”—the pistachio-and-knafeh-filled bars that sparked a wave of imitation desserts, from pistachio-flavored yogurts to specialized pancakes across Europe and the Baltics.
However, consumer attention is shifting. In Latvia, a new contender is claiming the spotlight among younger consumers, trading the richness of the Middle East for a nostalgic, salty-sweet combination from Scandinavia. The arrival of Smash!, a Norwegian confectionery staple, is signaling a change in the local snack landscape, with many early adopters claiming that “neviens našķis nav gardāks par šo!” (no snack is tastier than this).
Introduced to the Latvian market by Orkla Latvia, the product consists of crisp, lightly salted corn cones enveloped in smooth milk chocolate. While the concept may seem simple, it leverages a specific sensory contrast—the “sweet and salty” profile—that has historically proven resilient in the global confectionery market.
The launch is a strategic move by the Orkla Group to utilize its existing synergies across Northern Europe. Smash! is not merely a new product for the region but a cultural icon in its home country, where it consistently ranks as the second most purchased snack in Norway.
From a Trondheim Laboratory to Global Shelves
The origin of Smash! dates back to 1988, born in the laboratories of the Norwegian confectionery producer Nidar in Trondheim. The product was the result of a specific experimental goal: to create a successful marriage between a savory corn base and a sweet chocolate coating.
At the time of its creation, Smash! was a pioneer, recognized as the first snack product in the world to feature a chocolate coating on a savory corn base. This innovation transformed the way the Nordic market viewed “snacks,” blurring the line between a dessert and a savory treat. Today, the scale of its success in Norway is significant, with more than 8 million units of various Smash! products sold annually in Norwegian stores.
The brand has cultivated a “bold and carefree” identity, encouraging consumers to embrace individuality. This branding strategy, combined with the addictive nature of the flavor profile, has allowed it to maintain a dominant market position for over three decades.
The Strategy of Sensory Contrast
The appeal of the product lies in what food scientists often call “sensory-specific satiety.” By combining salt, sugar, and a distinct crunch, the snack prevents the palate from becoming bored, which often leads to the “cannot eat just one” phenomenon described by consumers.
Laura Bagātā, the Communication and Sustainability Manager at Orkla Latvia, emphasizes that the product’s strength is its unique intersection of categories. “Smash! is famous for its unique combination of taste and texture. Its characteristic and surprising feature is the contrast between the sweet, salty, and crunchy,” Bagātā explained.
According to Bagātā, the decision to bring the brand to Latvia was driven by its proven track record in Norway. She noted that the product combines favorite flavors from multiple categories—chocolate and savory snacks—creating something that was previously unseen in the traditional chocolate category. While the 100g corn cone package is the primary offering currently available, Orkla plans to introduce other products from the Smash! series over time.
Market Impact and Consumer Reception
The reaction in Latvia has been swift, particularly on social media platforms where food trends are amplified. The transition from the “Dubai chocolate” era to the “Smash!” era illustrates how quickly the “Gen Z” and “Alpha” demographics move between global trends.
Online discussions have highlighted the craving for the specific salt-to-sugar ratio found in the Norwegian cones. One consumer, Marta, sparked a wider conversation by stating that the combination of salty and sweet is one of the best pairings and that Smash! is one of the few brands to execute it in a palatable way.
The product is now distributed across major retail chains in Latvia, positioned in both the packaged sweets aisles and specialized promotional stands. The bright yellow packaging and the iconic cone imagery serve as the primary visual cues for shoppers.
Smash! Product Profile at a Glance
| Feature | Detail |
|---|---|
| Origin | Nidar Laboratory, Trondheim, Norway (1988) |
| Composition | Salted corn cones with milk chocolate coating |
| Market Status | 2nd most bought snack in Norway |
| Annual Volume | 8+ million units sold in Norway |
| Local Distributor | Orkla Latvia |
The Broader Trend of ‘Viral’ Foods
The rise and fall of treats like Dubai chocolate and the subsequent ascent of Smash! point to a broader psychological trend in consumption. Modern snack trends are often driven by “discoverability”—the desire to try something that feels exclusive or imported from a distant culture.
By importing a product that is already a “national treasure” in Norway, Orkla Latvia is not just selling a candy, but a piece of Nordic culture. This approach shifts the value proposition from the taste alone to the experience of participating in a known international trend.
As the product gains traction, the focus for Orkla will likely shift toward maintaining this momentum before the next viral wave emerges. The current availability in major chains suggests a full-scale market penetration strategy rather than a limited trial.
The next phase for the brand in Latvia will be the introduction of the expanded product line, which is expected to bring further variations of the salted-sweet formula to the shelves. Whether Smash! can maintain its “throne” as the preferred snack for the youth or will eventually be replaced by the next global trend remains to be seen.
We invite our readers to share their thoughts: Have you tried the Norwegian corn cones, and do they live up to the hype compared to previous trends? Let us realize in the comments.
