Smarties have been synonymous with colourful, chocolatey fun for 85 years – and now the brand is celebrating its landmark birthday with a brand new product.

White chocolate Smarties will hit shelves across the country from the middle of March*. Like the rest of the range, Smarties White will come in recyclable paper packaging and will initially launch in a 38g hexatube (RRP:70p). A 100g sharing bag (RRP £1) will be available from June. 

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!”

White chocolate is becoming ever more popular with consumers, outperforming both milk and dark chocolate at a category level and growing at 16% year to date.

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.

Created in York in 1937, Smarties contain no artificial colours, flavours or preservatives. Sales of Smarties in the UK and Ireland totalled £72 million* in the past year.

*Smarties White will launch as an exclusive in ASDA stores in March, before rolling out to a wide range of supermarkets and convenience stores from June.

Editorial contact:
Editor: Kiran Grewal kgrewal@kennedys.co.uk