Sleuth uncovers Ikea Skum bags

Always on the lookout for unusual, or some might say “unfortunate”, brand names, it was with some glee that Jonathan Hall of brand consultancy CLK came across a sweet by the name of “Skum” in that emporium Ikea. The mushroom-shaped goodie, with a candy floss pink cap perched on top of a white stalk, can be found in the store’s special Swedish shops, priced 70p.

To make matters worse, the Diary is reliably informed that “Skum” in Swedish means froth, or something which has a rubbery consistency.

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