Maltesers are a British confectionery product manufactured by Mars, Incorporated. 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.
A YouGov poll conducted between July and October 2020 saw them ranked 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]
The current Maltesers' slogan 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 The Inbetweeners actress Storme Toolis) which have been highly successful for 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]
Nutella is a brand of brown, sweetened hazelnut cocoa spread. Nutella is manufactured by the Italian company Ferrero and was introduced in 1964, although its first iteration dates to 1963.
Kit Kat is a chocolate-covered wafer bar confection created by Rowntree's of York, United Kingdom. It is produced globally by Nestlé, except in the United States, where it is made under licence by the H. B. Reese Candy Company, a division of the Hershey Company.
White Knight is a brand of chocolate-coated, chewy, mint-flavoured confectionery bar sold in Australia. Originally produced by Hoadley's Chocolates it was later manufactured by Nestlé Australia. The packaging is blue and white and features a picture of a knight on a horse. Its slogan is 'Mighty Mint Chew'. The product was discontinued in 2016.
Milo is a chocolate-flavoured malted powder product produced by Nestlé, typically mixed with milk, hot water, or both, to produce a beverage. It was originally developed in Australia by Thomas Mayne (1901–1995) in 1934.
Tupla is a Finnish chocolate bar made by Cloetta. It consists of milk chocolate with a nougat-flavoured filling, coated with bits of almond.
Breyers is a brand of ice cream started in 1866 by William A. Breyer in Philadelphia, Pennsylvania.
Barley malt syrup is an unrefined sweetener, processed by extraction from sprouted, malted, barley.
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In brewing, adjuncts are unmalted grains or grain products used in brewing beer which supplement the main mash ingredient. This is often done with the intention of cutting costs, but sometimes also to create an additional feature, such as better foam retention, flavours or nutritional value or additives. Both solid and liquid adjuncts are commonly used.
Chocolate syrup is a sweet, chocolate-flavored condiment. It is often used as a topping or dessert sauce for various desserts, such as ice cream, or mixed with milk to make chocolate milk or blended with milk and ice cream to make a chocolate milkshake. Chocolate syrup is sold in a variety of consistencies, ranging from a thin liquid that can be drizzled from a bottle to a thick sauce that needs to be spooned onto the dessert item.
Milk Duds are a brand of candies made with chocolate and caramel, created in 1928 by Hoffman and Company of Chicago and now produced and marketed by The Hershey Company, under license from owners of the brand, Highlander Partners, a Dallas-based global private equity firm.
Chocolate is a food product made from roasted and ground cocoa pods mixed with fat and powdered sugar to produce a solid confectionery. There are several types of chocolate, classified primarily according to the proportion of cocoa and fat content used in a particular formulation.
Breakaway was a brand of chocolate-covered digestive biscuit from Nestlé, which started production in 1970 in the United Kingdom, manufactured by Rowntree Mackintosh Confectionery. Nestlé acquired the brand in 1988. It was discontinued in February 2024 after 54 years due to falling sales.
Hershey Kissables were a chocolate candy sold by The Hershey Company from 2005 to 2009. Comparable to M&M's, Hershey Kissables were shaped like miniature Hershey's Kisses and were coated in a thick sugar shell.
Hershey's Cookies 'n' Creme is a candy bar manufactured by The Hershey Company and first introduced in 1994.
Country Store is a variety of muesli manufactured by Kellogg's. It is high in fibre and available only in the European Union. It is not sold in the United States due to its higher production cost compared to processed artificial cereals such as Froot Loops and Apple Jacks. Country Store was introduced into the United Kingdom and Ireland around 1974 with a TV advert voiced by Michael Jayston.
The following outline is provided as an overview of and topical guide to chocolate:
The Cameo Creme is a chocolate sandwich biscuit with a coconut cream filling made by Griffin's Foods of New Zealand.
Knoppers is a brand of wafer candy bar layered with hazelnut and milk crème, produced by August Storck, first launched in West Germany in 1983. It has since been sold in over 50 countries, mainly in Europe but also Vietnam, Russia, Australia, New Zealand and the United States. A bar weighs 25 grams (0.9 oz) and typically has a light-blue-and-white wrapper. Knoppers are manufactured at Storck production sites in Germany.
Oatmeal creme pies were the first Little Debbie snack cake commercially produced by McKee Foods. The snack consists of two soft oatmeal cookies stuffed with fluffy creme filling.
↑ 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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