Freia melkesjokolade was created in 1905 by the newly hired manager Johan Throne Holst (1868-1946). When he took over management, he realized that there was a potential market for edible milk chocolate, in addition to the dark chocolate and other minor products Freia were producing at the time.
Freia melkesjokolade was created in 1905 by Johan Throne Holst, who became manager after taking over the company.  He recognized a market opportunity for edible milk chocolate, alongside their existing dark chocolate and other minor products.