Maltesers

Maltesers is a British confectionery brand owned and manufactured by Mars, Incorporated. Its core product consists of a light, spherical malted-milk centre enclosed in a milk-chocolate coating. The combination gives the confection its characteristic crisp, airy texture and has made Maltesers one of the most recognizable chocolate products associated with the United Kingdom. The product was developed by Forrest Mars Sr. at the Mars factory in Slough, England, during the 1930s. It was created in 1936 and first sold commercially in 1937. Early marketing presented the sweets as “energy balls” and targeted consumers interested in a comparatively light chocolate treat, including women concerned with slimming. Historical advertising went further by making weight-related claims about the malted centre. Those claims reflected the advertising language of the period and are not the basis of the brand’s contemporary positioning. Maltesers became established as a mainstream packaged chocolate product through its distinctive format, relatively light mouthfeel and broad range of pack sizes. Depending on the market, the brand has been sold in small single-serving or “fun-size” bags, larger sharing bags, cardboard boxes, tubes and large plastic containers. Maltesers products have also appeared in Mars assortments, including Celebrations and Revels, extending the brand beyond its standard standalone packaging. The brand’s principal market has historically been the United Kingdom and Ireland, but it is also sold in Australia, New Zealand, Canada, the United States and other international markets. Production arrangements have varied by country. In Australia, Mars initially entered a production agreement with MacRobertson’s in 1954 and later transferred production to Cadbury in 1963. The Newmarket, Ontario, facility produces Maltesers for the North American market, including the United States. Maltesers has used several slogans over its history. Earlier advertising included lines such as “The chocolates with the less fattening centre,” “No ordinary chocolate” and “Nothing pleases like Maltesers.” The brand’s later positioning emphasized lightness and enjoyment, including the slogan “The lighter way to enjoy chocolate.” In the United Kingdom, its advertising has often focused on everyday humor and socially awkward situations rather than technical product claims. The brand has expanded beyond the original chocolate ball through seasonal and format extensions. These have included white- and dark-coated versions, mint variants, Easter bunnies, Christmas reindeer, bar-format Maltesers Teasers, spread, buttons, truffles, hot chocolate and flavored products. Seasonal products have become an important part of the brand’s retail presence, while the original malted milk ball remains its flagship offering. In 2011, Maltesers gained Fairtrade accreditation in the United Kingdom and Republic of Ireland, with cocoa and sugar sourced under Fairtrade terms according to the cited reference material. In 2016, British advertising began featuring disabled actors, including Storme Toolis, in campaigns built around humorous and relatable situations inspired by stories from disabled people. The initiative broadened the brand’s representation in mainstream confectionery advertising. Maltesers entered the United States officially in January 2017, giving the brand a more formal presence in a market where the related Whoppers product was already familiar. Today, Maltesers remains an active Mars confectionery brand positioned as an accessible, mass-market chocolate snack distinguished by its malt-centered texture, recognizable spherical shape and wide range of seasonal and everyday formats.

Maltesers originated at Mars’s factory in Slough, England, during the 1930s. Forrest Mars Sr. created the product in 1936, and it entered commercial sale in 1937. The original concept was a spherical malted-milk centre covered in milk chocolate. Early descriptions called the sweets “energy balls,” and the product was promoted toward consumers seeking a lighter chocolate option. Contemporary readers should distinguish those historical claims from modern nutrition standards: early advertisements also used weight-loss-oriented language and compared the malted centre favorably with ordinary chocolate centres. The product’s long-term success came from a combination of recognizable shape, contrast between the crisp centre and chocolate shell, and distribution in convenient packaged formats. Maltesers were sold in small bags, larger sharing packs, boxes, tubes and containers of various sizes. The brand also entered Mars’s mixed confectionery portfolios, appearing in products such as Celebrations and Revels. This allowed consumers to encounter Maltesers both as a standalone brand and as part of broader seasonal or assortment-based purchases. International manufacturing and distribution developed differently by market. In Australia, Mars signed a production agreement with MacRobertson’s in 1954. That arrangement later changed, with Cadbury taking over production in 1963. Canada subsequently became an important manufacturing base for North American distribution. The Newmarket, Ontario, factory produces Maltesers for Canada and the United States, and the cited material states that a substantial share of its production is exported to the United States. Maltesers’ advertising language evolved over time. Earlier slogans included “The chocolates with the less fattening centre,” “No ordinary chocolate” and “Nothing pleases like Maltesers.” Later communication moved toward pleasure, lightness and everyday humor, with “The lighter way to enjoy chocolate” identified as the brand slogan in the cited reference. This shift reflects a broader move away from explicit slimming claims and toward emotional and social branding. The product portfolio expanded through coated, flavored, seasonal and alternative-format products. White Maltesers and Dark Maltesers changed the coating while retaining the recognizable centre. Mint Maltesers introduced a mint profile. Maltesers Teasers adapted the small balls into a bar format, while Teasers spread extended the brand into a spreadable chocolate product. Buttons, truffles and hot chocolate provided further format variation. Easter products included MaltEaster bunnies, with later orange and white-chocolate variants, while Christmas ranges included Merryteaser reindeer and mint versions. The cited material also identifies honeycomb, raspberry and popcorn-flavored products, although availability can vary by market and season. The brand’s sourcing and social positioning also developed. In 2011, Maltesers received Fairtrade accreditation in the United Kingdom and Republic of Ireland, covering cocoa and sugar sourced under Fairtrade terms according to the available reference. In 2016, British advertising featured disabled actors, including Storme Toolis. The campaign used humorous, relatable awkward situations and drew inspiration from stories shared by disabled people, making representation a visible part of the brand’s communications. Maltesers entered the United States officially in January 2017. The launch expanded the brand’s formal reach in a market with its own established malted-milk chocolate tradition, including Whoppers. Despite the international expansion and extensive product variations, the brand continues to be anchored by the original chocolate-covered malted milk ball and remains an active Mars confectionery brand.

• 2018

  Buttons and truffles introduced

  [1]Maltesersen.wikipedia.org

  The brand expanded into Maltesers Buttons and Maltesers Truffles.

• 2017

  Official United States availability

  [1]Maltesersen.wikipedia.org

  Maltesers became officially available in the United States, supplied from Mars’s Canadian production operation.

• 2016

  Inclusive British advertising begins

  [1]Maltesersen.wikipedia.org

  UK advertising began featuring disabled actors and stories about everyday awkward situations.

• 2013

  Maltesers Teaser bar introduced

  [1]Maltesersen.wikipedia.org

  The Maltesers Teaser bar format became available in March 2013.

• 2011

  Fairtrade accreditation

  [1]Maltesersen.wikipedia.org

  Maltesers received Fairtrade accreditation in the United Kingdom and Republic of Ireland.

• 1963

  Australian production moves to Cadbury

  [1]Maltesersen.wikipedia.org

  Production in Australia switched from the earlier MacRobertson’s arrangement to Cadbury.

• 1954

  Australian production agreement

  [1]Maltesersen.wikipedia.org

  Mars signed an Australian production agreement with MacRobertson’s.

• 1937

  Maltesers first sold

  [1]Maltesersen.wikipedia.org

  The product entered commercial sale under the Maltesers name.

• 1936

  Product created at the Slough Mars factory

  [1]Maltesersen.wikipedia.org

  Forrest Mars Sr. created the malted-milk chocolate ball product at Mars’s Slough factory in England.

Mass-market chocolate confectionery centered on a light, crisp malted-milk texture and humorous, inclusive brand communication.

• Chocolate confectionery · 1937

  White Maltesers

  The core Maltesers product is a spherical malted-milk centre covered in milk chocolate. Its defining sensory feature is the contrast between the light, crisp centre and the smooth chocolate shell. It is sold in multiple markets and pack sizes, including small individual or fun-size bags, larger sharing bags, boxes, tubes and larger containers. The original chocolate ball remains the principal reference point for the wider brand. White Maltesers retain the brand’s malted centre while using a white-chocolate-style coating instead of the standard milk-chocolate coating. They represent a coating variation designed to broaden the product’s appeal while preserving the recognizable ball format. Availability is market-dependent.

• Chocolate confectionery

  Dark Maltesers

  Dark Maltesers use a darker chocolate coating around the malted centre. The variant provides a more pronounced cocoa profile than the standard milk-chocolate product. The cited material identifies the product as part of the brand’s variety range, but does not establish a universal launch date or continuing availability in every market.

• Flavored chocolate confectionery

  Mint Maltesers

  Mint Maltesers combine a mint-flavored centre with a milk-chocolate coating. The product extends the brand into flavored confectionery while retaining the established chocolate-covered format. Availability may be limited to particular markets or periods.

• Chocolate bar · 2013

  Maltesers Teaser

  Maltesers Teaser adapts the small malted chocolate balls into a bar format. It was introduced in March 2013 and provides a more conventional single-bar presentation while preserving the brand’s characteristic malt and chocolate combination. The product is distinct from the standalone bags and boxes of Maltesers balls.

• Seasonal Easter confectionery · 2010

  MaltEaster

  MaltEaster products are seasonal Easter offerings shaped as bunnies and made with the Maltesers chocolate-and-malt combination. The Easter bunny was available from 2010, with mini versions appearing later. The range has also included orange-flavored bunnies and white-chocolate mini bunnies. Seasonal availability and exact variants differ by market and year.

• Seasonal Christmas confectionery

  Maltesers Merryteaser Reindeer

  Merryteaser Reindeer are Christmas-season products shaped as reindeer and covered in chocolate, with the brand’s malted confectionery character. Standard and miniature formats have been offered, and the range has included a mint-flavored reindeer variant. The products are generally associated with the run-up to Christmas rather than year-round distribution.

• Chocolate confectionery · 2018

  Maltesers Buttons

  Maltesers Buttons are button-shaped pieces combining Mars chocolate with small malt balls. Introduced in 2018, the product changes the traditional spherical presentation into a bite-sized button format while retaining the brand’s malt-and-chocolate identity.

• Chocolate confectionery · 2018

  Maltesers Truffles

  Maltesers Truffles extend the brand into a softer, truffle-style format. They were identified as a 2018 introduction and use the brand’s familiar chocolate and malt flavor profile in a more indulgent confectionery presentation.

• Chocolate spread

  Maltesers Teasers Spread

  Maltesers Teasers Spread translates the brand’s chocolate-and-malt profile into a spreadable product. It broadens consumption beyond handheld sweets and bars, although the available material does not establish a universal launch date or the current availability of the product.

• Hot chocolate beverage mix

  Maltesers Malty Hot Chocolate

  Maltesers Malty Hot Chocolate uses the brand’s chocolate and malt flavor identity in a hot-drink format. It is an example of the brand’s extension into adjacent beverage occasions. The available reference does not provide a confirmed launch year or global distribution status.

• 2016Maltesers disability-inclusive advertising

  United Kingdom

  Maltesers commercials began featuring disabled actors, including Storme Toolis, and centered on humorous everyday situations described as awkward or relatable. The creative work drew on real-life stories from disabled people and made disability representation a visible part of the brand’s mainstream advertising.

  Outcome. Expanded representation in the brand’s UK communications and linked Maltesers with inclusive, situational humor.

  Source

• 2018

  Expand into Buttons and TrufflesProduct launch

  Background

  Mars continued broadening Maltesers beyond the original chocolate-ball format.

  Action taken

  Maltesers Buttons and Maltesers Truffles were introduced.

  Aftermath

  The extensions added button-shaped pieces and a truffle-style product to the brand portfolio.

  Source

• 2017

  Enter the United States officiallyProduct launch

  Background

  Although related malted-milk chocolate products were already familiar in North America, Maltesers had not been officially available in the United States.

  Action taken

  Mars launched official US availability in January 2017, with North American supply produced at the Newmarket, Ontario, facility.

  Aftermath

  The launch gave Maltesers a formal presence in the US market.

  Source

• 2016

  Make disability inclusion part of UK advertisingOther

  Background

  Maltesers developed advertising around universal awkwardness and everyday social situations.

  Action taken

  The UK campaign featured disabled actors, including Storme Toolis, and used stories from disabled people as creative inspiration.

  Aftermath

  The campaign increased the visibility of disability representation in the brand’s mainstream communications.

  Source

• 2013

  Introduce the Maltesers Teaser barProduct launch

  Background

  The brand sought to extend its malted chocolate format into a conventional bar.

  Action taken

  Mars introduced the Maltesers Teaser bar on March 26, 2013.

  Aftermath

  The bar added a portable single-format option to the existing bags, boxes and tubes.

  Source

• 2011

  Adopt Fairtrade sourcing terms in two marketsStrategy

  Background

  Mars addressed sourcing for key Maltesers ingredients in the United Kingdom and Republic of Ireland.

  Action taken

  Maltesers received Fairtrade accreditation, with cocoa and sugar sourced under Fairtrade terms according to the cited reference.

  Aftermath

  The accreditation became part of the brand’s sourcing and sustainability profile in those markets.

  Source

• 1963

  Change Australian manufacturing partnerStrategy

  Background

  Mars changed the local manufacturing arrangement for Maltesers in Australia.

  Action taken

  Production switched from MacRobertson’s to Cadbury.

  Aftermath

  Cadbury became the identified Australian production partner in the cited historical account.

  Source

• 1954

  Use a local Australian production arrangementStrategy

  Background

  Mars sought local production for Maltesers in Australia.

  Action taken

  Mars signed a production deal with MacRobertson’s.

  Aftermath

  The arrangement was later replaced by production through Cadbury in 1963.

  Source

• 1936

  Create a malted-milk chocolate ballProduct launch

  Background

  Mars developed a confectionery product built around a light malted-milk centre and chocolate coating at its Slough factory.

  Action taken

  Forrest Mars Sr. created the product in 1936, leading to commercial sale the following year.

  Aftermath

  The product became the foundation of the Maltesers brand and remained its core format.

  Source

1. 1Maltesersen.wikipedia.org