Nestlé’s key Smarties line marks 85th birthday with special white chocolate series

Celebrating its 85th anniversary, the Smarties brand is marking its landmark milestone with a special white chocolate edition, hitting retail shelves from this month, writes Neill Barston.

The renowned Nestlé treat, which was originally created in the UK and manufactured from the company’s UK facilities, is now produced from the company’s Hamburg manufacturing location based in Germany.

Initially released this month in 38g hexatube designs at selected supermarkets, the white series will gain a wider launch this June, featuring sustainable packaging and available in a 100g sharing bag.

Rebecca Mitchell, Brand Manager for Smarties said: “Here at Smarties HQ, the most popular request we receive is for a white chocolate version – so we’re absolutely delighted to be able to grant the wish of Smarties fans everywhere!

“One of the reasons Smarties has been such a popular brand for so long is because we love to unbox imagination with exciting innovations – whether that’s new formats such as blocks and buttons, our recyclable paper packaging or delicious taste sensations.

but with a delectable white chocolate filling. We’re over the moon to introduce them and can’t wait to hear what everyone thinks!” White chocolate is becoming ever more popular with consumers, outperforming both milk and dark chocolate at a category level and growing at 16 per cent year to date.

As the company noted, in 2021, Smarties became the first global confectionery brand to move all its products to paper. The brand’s new packaging is made from coated paper, paper labels or carton board, all produced from sustainably sourced and recyclable material.

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