White chocolate Smarties are going on sale to celebrate the colourful chocolate favourite's 85th birthday. 'Smarties White" will be on shelves from the middle of this month and will initially launch in a tube like the rest of the range, with a recommended retail price of 70p. A 100g sharing bag will also be available from the summer.
The white chocolate Smarties will initially be an exclusive in ASDA stores in March, before rolling out to a range of supermarkets and convenience stores from June. Maker Nestle said white chocolate was increasingly popular with shoppers, outperforming both milk and dark chocolate at a category level, according to IRI Market Advantage consumer data.
Rebecca Mitchell, Brand Manager for Smarties said: “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!”
Smarties launched under their current name in York in 1937. However the Rowntree Society says they were originally released in 1882 under the name Chocolate Beans.
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