Maltesers are a British confectionery product manufactured by Mars Inc. First sold in the UK in 1937, they were originally aimed at women. They have since been sold in Europe, Australia, New Zealand, Canada, United States and Middle East. The slogan is "The lighter way to enjoy chocolate".[1]
Maltesers consist of a spheroid malted milk centre surrounded by milk chocolate. Maltesers are sold in a variety of packaging, including plastic bags (ranging in size from small 'fun-size' upwards), larger cardboard boxes and tubes, and plastic buckets (ranging in size from medium to very large). They also have medium-sized "teasers" in Celebrations boxes. Maltesers are also one of the types of chocolate included in Mars's Revels assortment.
In a YouGov poll in 2020, they were the most popular confectionery in the UK.[2]
History
Maltesers were created by the American Forrest Mars Sr. in the United Kingdom in 1936, and first sold in 1937. They were originally described as "energy balls" and aimed at slimming women.[3]
Maltesers' slogan, as of 2016, is "The lighter way to enjoy chocolate".[1] Earlier slogans have included: "The chocolates with the less fattening centre", "No ordinary chocolate" and "Nothing pleases like Maltesers". In the 1930s, advertisements claimed that the Maltesers malted milk centre is one-seventh as fattening as ordinary chocolate centres; this led marketers to claim it was beneficial for weight loss.[4]
In Australia, Mars signed a production deal with MacRobertson's in 1954, but then switched to Cadbury in 1963.[5]
In 2011, the product gained Fairtrade accreditation in the UK and Ireland by sourcing all their cocoa and sugar under Fairtrade Terms.[6] In 2016, Maltesers’ commercials in the UK began featuring disabled actors, including actress Storme Toolis, which have promoted the brand.[7] Celebrating universally awkward situations, the adverts were inspired by real-life stories from disabled people.[7]
In January 2017, Maltesers officially became available in the United States for the first time.[8][9] The factory in Newmarket, Ontario, Canada produces the Maltesers for the North American market; it is expected the factory exports about 80 percent of its production to the United States.[10]
"White Maltesers", Maltesers made with a white chocolate coating.
"Dark Maltesers", Maltesers made with a dark chocolate coating.[13]
"Mint Maltesers", Maltesers made with a mint centre and milk chocolate coating.
"MaltEaster bunnies", (a bunny made out of Malteser) available over the Easter period each year and have been since Easter 2010. Mini versions were also available in 2015. Orange flavoured bunnies and white chocolate mini bunnies were introduced in 2021.
"Maltesers Teaser", chocolate coated miniature balls in a bar format, available since March 26, 2013.[14]
"Maltesers Teasers" chocolate spread.
Maltesers ''Merryteaser Reindeer''. Standard and miniature reindeer shaped chocolate-covered honeycomb, available in the run up to Christmas.
Maltesers Reindeer – Mint flavour
Maltesers Malty Hot Chocolate.
"Maltesers Buttons", button-shaped Maltesers which features the signature Mars chocolate with tiny malt balls within. Launched in 2018.[15]
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The following outline is provided as an overview of and topical guide to chocolate:
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↑ Prior to this they were packaged in small local factories using the 1950s model of handpicking chocolates from the production line. This continued until half eaten chocolates were discovered in a small number of cases. Manufacture and packaging moved to a larger scale with the exception of some small Welsh towns which still retain the 1950s model. Factories"Maltesers Coming To US in 2017" from Brand Eating (October 16, 2017)
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