Smarties are the famous coated chocolate confectionery packed with SMART ideas for a more colorful world. They're all about color and imagination.
A long-time favorite in countries including the UK, Germany, Australia, South Africa and Canada, Smarties have held a special place in people's hearts since 1937.
We're continuing to make these delicious treats in a way that helps protect our world, and the joy of Smarties, for future generations. That means sustainably sourced cocoa and recyclable paper packaging – and no artificial colors or flavors.
Color the world
A long-time favorite colorful coated chocolate treat can brighten any moment – without artificial colors or flavors. Now, that's pretty smart.
Smarties Hex Tube
Bring some Smarties fun into your life. Smooth milk chocolate covered in colorful crisp sugar shells - what's your favorite color?
Smarties White Chocolate Hex Tube
Yummy smooth white chocolate covered in colourful crisp sugar shells.
Smarties Mini Bag
A combination of crunchy shells and a chocolatey center in a variety of vibrant colours in a fun size
A colorful story
The original Smarties
Created by Rowntree's in York and known as Chocolate Beans, they soon became a popular treat in Victorian Britain.
A name change
Chocolate Beans officially change their name to Smarties - appealing to children looking for exciting confectionary.
No more coffee
Until now, the lighter brown smartie and the orange flavored smartie were flavored with coffee.
Blue by popular demand
A firm favorite across Europe, the blue smartie was introduced to the UK to celebrate 50 years of Smarties. It has been a permanent member of the pack ever since.
A range of popular promotions included white Smarties, orange-only packs, glow in the dark caps and football themed packs - some of which are now highly collectible.
Choose your size
Giant Smarties and Mini Smarties are born and become a big hit with those who like to go big…or small.
The UK's favorite
Smarties was the UK's bestselling children's confectionery brand with sales of £56 million.
A more sustainable tube
Smarties' iconic collectable lids were replaced by our now famous paper hexatube packaging.
Bye bye blue
Smarties moved to zero artificial colors and flavors, which meant blue Smarties had to go.
Blue makes a comeback
Our team worked hard to find a natural coloring to bring back blue Smarties, which are now made with spirulina seaweed.
Smarties 75th anniversary
Celebrated with the retro 80's Hexatube packaging for a limited time.
A packaging world-first
We beat every other global confectionery brand, by switching to recyclable paper packaging. In the process, we removed around 250 million plastic packs that were being sold every year.