Pucko

History

Pucko was created in 1953 by Mjölkcentralen, the predecessor to Arla Foods, in Järlåsa and launched the following year. Its name was inspired by an ice cream called Choklad-puck that Mjölkcentralen also produced; the word 'puck' appeared in several of the company's products, including a cheese. 'Pucko' is mild Swedish slang for 'idiot'. At the 1955 Sankt Eriks-Mässan exhibition, 19,700 bottles sold in 16 days.

Sales increased tenfold by the mid-1960s. The original bottle, modelled after the Coca-Cola bottle, was soon abandoned; the next design lasted until 2000, when it was slightly altered. In 1975 production responsibility passed to Semper, an Arla subsidiary. Production moved to Laholm in 1987, and the Järlåsa factory closed.

Arla sold Semper in 2003 but kept Pucko's rights, and production continued at Semper in Laholm. On 1 July 2005 production transferred to Cocio in Esbjerg, Denmark, a move that drew criticism and upset Swedish hot dog sellers; 12 people were laid off in Laholm. On 1 January 2008 Arla bought the remaining 50% of Cocio, making it a wholly owned subsidiary and regaining full control of Pucko production. During the Great Recession in 2008, Arla's chocolate milk sales fell substantially.

A Pucko ice cream existed from July 2009, sold by Hemglass. For a time after the move to Cocio, Pucko was branded with Cocio; as of 2021 it is branded without Cocio.

Description

Pucko is a cold chocolate drink, most commonly found in 20 cl glass bottles with screw tops, though larger glass bottles, cartons, one-liter plastic bottles, and 25 cl aluminum cans are also available. The drink comes in several varieties, including a diet version, a dark chocolate version, and some with added flavors. It is made from standard pasteurized milk, which is heated to 75 degrees Celsius and combined with sugar, cocoa, and caramel flavoring—the caramel gives Pucko its mild taste.

The mixture is then homogenized, autoclaved, and cooled to room temperature. While Pucko can be bought at most Swedish shops selling cold beverages, it is particularly linked to hot dog stands. Ordering a hot dog with a Pucko is a well-known cliché, though it is unclear how many Swedes actually choose that combination. In Gothenburg, locals use the slang term "Stockholmare" for Pucko when ordering at a hot dog stand, and it is often paired with a halv special or hel special—a half or whole special consisting of one or two hot dogs in sausage bread topped with mashed potatoes. Pucko has been described as a national beverage, a cult drink, and a symbol of Sweden.