Smarties tap into white chocolate trend for 85th birthday

White chocolate Smarties will be on shelves across the country from the middle of March, and owners Nestlé says that like the rest of the range, Smarties White will come in recyclable paper packaging and will initially launch in a 38g hexatube (RRP:70p), while a 100g sharing bag (RRP £1) will be available from June.

Created by Rowntree in York in 1937, Smarties contain no artificial colours, flavours or preservatives and – and it celebrates its landmark birthday with a brand new product.

Rebecca Mitchell, Brand Manager for Smarties says: “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!”​

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.

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