Saturday 21 April 2018

Smarties celebrate 75th birthday

A limited edition tube is marking the 75th anniversary of the creation of Smarties
A limited edition tube is marking the 75th anniversary of the creation of Smarties

The 75th anniversary of the creation of Smarties is being celebrated with the release of a limited-edition retro-style hexagon tube.

The colourful chocolate treat first arrived in stores in 1937 under the name Smarties having been renamed from its previous incarnation of Chocolate Beans.

The brand has undergone several changes during the decades but now sells 50 million tubes a year in the UK alone.

The history of Smarties includes its first television advert in 1956 which had the strapline "Sweetest, treatest, best to eatest".

Shortly afterwards the brand changed the coffee, orange and dark chocolate centres that formed part of the mix to milk chocolate. The orange sweet is the only one that remains flavoured, with the UK being the only country worldwide still to have a different flavour for orange Smarties.

The blue Smarties were introduced in 1988, initially as a limited edition but they became a permanent colour because of their popularity.

A Nestle spokesman said that in 2005, Smarties became one of the first children's confectionery brands to move away from artificial colours in response to concerns about additives in children's foods.

He added: "The Smarties tubes have always been an iconic part of the brand's heritage, so what better way to celebrate our 75th birthday than creating a limited-edition tube.

"We hope to bring all the fun of Smarties to families for the next 75 years."

Press Association

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