Smarties Go White Chocolate for 85th Birthday

Synonymous with colourful, chocolatey fun for 85 years, Smarties announced last month that it is celebrating its landmark birthday with a brand new product - white chocolate smarties.

Introduced in March, following a continued increase in the popularity of white chocolate, outperforming both milk and dark chocolate at a category level and growing at 16 per cent year to date*, the new Smarties will come in recyclable paper packaging and will initially launch in a 38g hexatube.

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. Smarties White have all the fun, colour and crunch of regular Smarties, but with a delectable white chocolate filling. We're over the moon to introduce them and can't wait to hear what everyone thinks!"

*Source: IRI Market Advantage, Confectionary Database, 52 weeks, Value Sales, w/c 6th November 2021, IRI All Outlets