DARS Day
Food DaysWhat Is DARS Day?
December 12th is "DARS Day" in Japan. It was established by Morinaga & Co., based in Shiba, Minato Ward, Tokyo, which makes and sells the DARS chocolate bar. The date comes from the product itself: a box holds twelve pieces, so the day with two twelves was chosen. It is certified and registered with the Japan Anniversary Association.
"Twelve Pieces, So It's a Dozen"
Since its launch in 1993, DARS has been sold on the concept of "a chocolate bar turned into pieces."
- Launched: 1993
- Concept: a bar of chocolate, broken into individual pieces
- Slogan: "Twelve pieces, so it's a dozen"
- Varieties: four staples -- Milk, Bitter, White DARS and Strawberry DARS
From "DOZEN" to "DARS"
The original packaging spelled the name in English as "DOZEN," the word for twelve. From 2000 the design was revised and the coined spelling "DARS" was adopted, carrying the intent of delivering a fine, smooth melt. Limited editions have included Creamy Cocoa and Pistachio Ganache, alongside various collaboration products.
Tips for Marking This Day
- Buy the Milk and the Bitter and taste them side by side
- Look up why a dozen came to mean twelve, and read about base-12 counting
- Pick an easily shared box of pieces as an office treat
- Take stock of the sweets in your cupboard for the holidays
Twelve Pieces on a Day of Two Twelves
December 12th lines up the number twelve twice. That may be excuse enough to share a box of twelve.