Maltesers
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Maltesers (History, FAQ & Commercials)

If you love simple, chocolate candies, this is a great choice for you to make for your snacking hours! Maltesers have been around for years and they are still the same delightful, crunchy, sweet, and chocolate-covered treat that they always have been. This is one of the various versions of chocolate candy balls that have remained popular for many years but it might be the most memorable for most people.

This is originally a British product that has grown so popular that it is now sold in many countries. It would be unusual for anyone in these countries not to have experienced the sweet goodness of this candy, but if you have never tried any kind of malt-filled candy, this is a great introduction to this kind of confection. There is something really satisfying about these sweets and you should make sure to get some and try them if you have been missing out.

Please leave a review or any memories of this snack in the comments at the bottom of this page. Thank you!

Maltesers

History

As mentioned before, Maltesers were originally a British product. This product was first sold in 1937 with the intention that this candy would appeal to women in specific. The sales of this product were expanded over the years to include markets in Europe, Australia, New Zealand, Canada, the US, and the Middle East. The Middle East and the US are the most recent markets with sales that began in 2017.

The slogan for this candy is, “the lighter way to enjoy chocolate”. There is a certain lightness to the interior of these candies which makes them really snackable. The center of these candies is made of malted material and the outside is surrounded by a milk chocolate coating. There are various kinds of packaging for this product since it is sold in so many markets, and you might see them in cardboard boxes, plastic bags, and even tubes or plastic buckets.

There is also a celebration version of the candy that is sold in medium sizes. This version of the candies is sold for holidays and other kinds of events. This has been one of the most popular candies in the UK on holidays for years. Maltesers are one of the best-known candies in the UK during any season, but they seem to be the most popular when it comes to the holidays.

Ads in the UK also stated that a box of Maltesers made a great TV watching or movie watching treat, which has made them popular for enjoying when the family is visiting or the kids are out of school.

Maltesers were first made by the American candy maker Forrest Mars Sr. in England. The product was designed in 1936 and was not sold until 1937. They were originally sold to women as a means to generate energy. They were even called “energy balls” to help make it clear that this was the way they were intended to be used. The original product was sold in a fold-open box that was a lot like other mixed variety candies aimed at women during this time period.

The logo for the candy was inside the lid, so when it was opened you could see the Maltesers brand name displayed on the open lid of the box. The candies were stacked inside without separators but they apparently did not melt together or have other kinds of quality issues when offered in this way.

The original candy boxes and wrappers showed pretty women snacking on these treats and attracting handsome men their way. There are not many candy products that have been marketed so consistently toward one sex or with the intention to communicate that eating this candy would make you more attractive. Maltesers have a very unique history in this sense and this is one of the more memorable candies within this space due to this rather focused advertising ploy.

The original slogans were, “the lighter way to enjoy chocolate” and “no ordinary chocolate”. Later slogans included “Nothing pleases like Maltesers” as well, which is far catchier as far as slogans go.

The product was also sold with slogans stating that it would not make you gain weight. By the 30s, the ad campaigns were increasingly focused on the many reasons that this candy would not make women gain weight, and it was even sold like a dieting or weight loss product. This ad campaign was retired later on, but for at least a decade, weight loss was one of the main associations that people had with the product. Some marketers even claimed that this product would make you lose weight, something which had to be dealt with later on when this kind of medical claim could no longer be used for marketing candy, soda, and other food products.

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Maltesers started to be sold in Australia via MacRobertsons in 1954, and then Cadbury took over in 1963. By 2011, the product had secured fairtrade accreditation in the UK and Ireland by making sure that all the cocoa and sugar are sourced under fair trade terms. The candy then took another positive turn in the marketing department by making sure that Maltesers were sold using ads that included disabled actors. There have been many improvements to the awareness of the brand over the years and this is one of the best changes to have been made.

This is a product that is very similar to the Whoppers but they have a slightly sweeter and more chewy nature to them that many people actually prefer. The presence of the Whopper candy that is so similar in the US marketplace was probably a big part of why it took so long for Maltesers to be sold in the US.

Today, the candies are made in Newmarket Ontario, and then sold to the North American market. Most of the candy that is made in Canada is actually exported to the US to be sold. About 80 percent of the candy that is made in Ontario is not sold in Canada but is instead sent to the US. This candy has gained a wide audience in short order despite competition with other similar products in the US marketplace.

Logo

Maltesers Logo

Varieties

There are lots of different varieties of this candy, partially due to all the markets that they are sold in.

  • White Maltesers
  • Dark Maltesers
  • Mint Maltesers
  • MaltEaster Bunnies which are sold as bunnies made like a big Malteser rabbit. These have been sold since 2010. There are mini versions as well as orange-flavored and white chocolate bunnies.
  • Maltesers Teaser which are a mini bar format of the treat. These have been sold since 2013.
  • Maltesers Teaser chocolate spread
  • Maltesers Merryteaser Reindeer which are reindeer-shaped chocolate-covered honeycombs that are sold around Christmastime.
  • Maltesers Reindeer which are mint-flavored
  • Maltesers Malty Hot Chocolate
  • Maltesers Buttons which are signature chocolate bars with tiny malt balls inside. These have been sold since 2018.
  • Maltesers Truffles which were also first sold in 2018.
  • Honeycomb Maltesers
  • Raspberry Maltesers
  • Maltesers Biscoff which are flavored with Lotus Biscoff Flavor

Maltesers are also offered in the Mars Revels assortment. This is a crossover product that might not be sold in all markets that the other products are offered in.

Let’s review some of the most popular varieties of Maltesers.

Maltesers Teasers

Released in 2013, Maltesers Teasers are a twist on the classic Maltesers candy. Instead of having a light and airy malted milk center, Teasers have a creamy milk chocolate filling that’s surrounded by a crispy, chocolate-covered shell. These bite-sized candies have a rich, chocolatey taste and a satisfying crunch.

Maltesers Buttons

Released in 2018, Maltesers Buttons are small, button-shaped candies that are made with the same crispy malted milk center as the original Maltesers candy. However, instead of being coated in milk chocolate, Buttons are coated in smooth, creamy milk chocolate that melts in your mouth. 

Maltesers Truffles

Released in 2019, Maltesers Truffles is a luxurious twist on the classic Maltesers candy. These truffles have a smooth, creamy center that’s made with malted milk and covered in a rich milk chocolate shell. They have a velvety texture and a decadent, chocolatey taste that’s perfect for indulging.

Maltesers Biscuits

Released in 2020, Maltesers Biscuits are crunchy biscuits that are filled with a layer of the signature Maltesers malted milk filling and coated in milk chocolate. These biscuits have a satisfying crunch and a delicious, chocolatey taste that’s perfect for snacking on the go.

Maltesers Merryteaser Reindeer

Released during the holiday season, Maltesers Merryteaser Reindeer is a fun and festive twist on the classic Maltesers candy. These candies are shaped like reindeer and have a crispy malted milk center that’s coated in milk chocolate. They have a satisfying crunch and a delicious, chocolatey taste that’s perfect for celebrating the holidays.

How Maltesers Candy is Made

The process of making Maltesers candy is quite unique. The first step is to mix together malted milk powder, sugar, and cocoa butter to create a smooth paste. Next, the paste is formed into small, round balls and coated in chocolate. The final step is to add a special gas to the mixture, which creates small bubbles inside the balls and gives Maltesers their distinctive crunchy texture.

Once the Maltesers are finished, they’re packaged up and sent out to stores around the world. It’s worth noting that Maltesers are made in a factory that also processes nuts and wheat, so they may not be suitable for those with allergies.

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Advertisements & Promotional Campaigns

When it comes to promoting their candy, Maltesers has always been creative and innovative. They’ve come up with many successful advertising campaigns that have helped to keep the brand in the minds of candy lovers around the world.

One of the most notable advertising campaigns for Maltesers was the “Not So Secret Agents campaign, which featured a group of spies using Maltesers to complete their missions. The humorous ads showed the spies using the candy to create distractions and escape dangerous situations. The campaign was a huge success and helped to increase brand awareness for Maltesers.

Another popular campaign was the “Look on the Light Side” campaign, which highlighted the positive side of life and how Maltesers could be a small but enjoyable part of it. The ads were often funny and playful, showing people enjoying Maltesers in a variety of situations. This campaign helped to create an emotional connection between the brand and its customers.

In recent years, Maltesers has continued to create unique and memorable campaigns. One such campaign was the “Teasers” campaign, which introduced a new range of Maltesers products. The ads featured people trying to guess what the new product was, with hilarious results. This campaign was successful in generating buzz and excitement for the new product line.

Maltesers has also been active in sponsoring various events and initiatives. For example, they sponsored the Paralympic Games in 2016, with their ads featuring disabled actors and highlighting the importance of inclusivity. This sponsorship helped to create a positive image for the brand and demonstrated its commitment to social causes.

In addition to their advertising campaigns and sponsorships, Maltesers has also used social media to promote their candy. They’ve run various competitions and giveaways on platforms like Twitter and Instagram, engaging with their customers and building a loyal following.

Maltesers Candy in Pop Culture

Maltesers is a candy brand that has become part of pop culture over the years.

One of the most iconic appearances of Maltesers in pop culture was in the hit TV show “Friends.” In one episode, Joey Tribbiani, one of the main characters, becomes the face of a new ad campaign for Maltesers. In the episode, titled “The One with the Mugging,” Joey came up with several catchphrases for the sweets. The scene became a classic moment in the show’s history and helped to further popularize the candy brand.

Maltesers has also been featured in many movies over the years. One of its most notable appearances was in the film “Bridget Jones’s Baby.” In the movie, the main character, Bridget Jones can be seen eating Maltesers while on a date. The candy serves as a small but memorable part of the scene, adding to the overall humor and charm of the movie.

In addition to movies and TV shows, Maltesers has also made appearances in music videos. One such video was for the song “Sing” by Ed Sheeran. The video features various people performing the song, and at one point, a group of dancers can be seen holding up Maltesers as part of their choreography. The candy adds a fun and playful element to the video, and it helped to bring even more attention to the already popular candy brand.

Substitutes of Maltesers

If you’re a fan of Maltesers but want to try something different, there are plenty of other candy options available that can satisfy your sweet tooth. Here are a few candies that can be eaten as a substitute for Maltesers.

Whoppers

Whoppers are similar to Maltesers in that they’re small, round, and have a malted milk center. They have a similar taste and texture to Maltesers, making them a great alternative if you’re looking for something similar.

Milk Duds

Milk Duds are another candy that has a chewy caramel center, similar to Maltesers. Milk Duds are a popular American candy that has been enjoyed by people since their invention in 1926. They’re covered in milk chocolate and have a sweet and buttery taste that’s hard to resist. Milk Duds are known for their unique flavor and texture, which comes from a slow-cooking process that gives the caramel a rich, buttery taste. With their convenient packaging and delicious taste, Milk Duds are a classic candy that has stood the test of time.

Kit Kat Bites

Kit Kat Bites are small, bite-sized pieces of Kit Kat chocolate bars. They have a similar texture to Maltesers, with a crispy wafer center that’s covered in smooth milk chocolate. The chocolate also helps to balance out the sweetness of the malted milk or wafer center, making them a satisfying treat that’s not too overwhelming. Another similarity between Kit Kat Bites and Maltesers is that they both come in convenient, resealable bags. This makes it easy to snack on them throughout the day or to save some for later.

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Hershey’s Kisses

Hershey’s Kisses were first invented in 1907 by Milton Hershey, the founder of the Hershey Company. The candy was inspired by a machine that was used to make chocolate-coated caramels, which had a similar shape to the teardrop-shaped Kisses. Hershey’s Kisses are small, bite-sized pieces of chocolate that are wrapped in foil. Those delicious sweets can have a similar feel and texture to Maltesers. 

Ingredients

Maltesers candy is known for its unique combination of crunchy and creamy textures, making it a favorite among candy lovers. That’s why it is essential to take a closer look at the ingredients and nutritional value.

The primary ingredients in Maltesers are malted milk, sugar, cocoa butter, skimmed milk powder, cocoa mass, lactose, whey powder, vegetable fats, and lecithin. Malted milk is a key ingredient in Maltesers, and it gives the candy its distinctive malted flavor. Other ingredients are used to give Maltesers their creamy texture and to bind everything together.

A serving of Maltesers, which is about 9 pieces, contains approximately 190 calories, 2.6 grams of protein, 24 grams of carbohydrates, 8.1 grams of fat, and 0.1 grams of salt. While Maltesers isn’t exactly a healthy snack, you can still enjoy it as an occasional treat as part of a balanced diet.

This candy is interesting because it is made differently in each market it is sold in due to compliance with various countries’ requirements for candy ingredients. This is one of the few products that is sold with so many different recipes to be compliant with the demands of so many different markets.

In Europe:

  • Sugar
  • Skimmed milk powder
  • Cocoa butter
  • Glucose syrup
  • Barley malt extract
  • Cocoa mass
  • Palm fat
  • Lactose
  • Demineralized whey powder
  • Milk fat
  • Wheat flour
  • Emulsifiers (E442, soya lecithin, E492)
  • Palm oil
  • Raising agents (E500, E501, E341)
  • Salt
  • Gelling agent (pectin)
  • Flavoring

In Canada:

  • Sugar
  • Modified milk ingredients
  • Malted milk powder ( malted barley, corn syrup, modified milk ingredients, wheat flour, modified and hydrogenated palm oil, sugar, wheat gluten, sodium bicarbonate, potassium bicarbonate, salt)
  • Cocoa butter
  • Cocoa mass
  • Corn syrup
  • Palm and palm kernel oil
  • Lactose
  • Malted barley extract
  • Soy lecithin
  • Ammonium salt of phosphorylated glyceride
  • Pectin
  • Sorbitan tristearate
  • Artificial flavor

In the US:

  • Sugar
  • Skim milk
  • Cocoa butter
  • Barley malt extract
  • Chocolate
  • Glucose syrup
  • Whey permeate
  • Fractionated palm oil
  • Whey
  • Corn syrup
  • Milkfat
  • Less than 2% of palm oil, palm kernel oil, wheat flour, soy lecithin, sorbitan tristearate, leavening (potassium bicarbonate, monocalcium orthophosphate, baking soda) wheat gluten, lactose, pectin, salt, flavor

In Australia and New Zealand:

  • Sugar
  • Milk solids
  • Cocoa butter
  • Glucose syrup (sources include wheat)
  • Barley malt extract
  • Cocoa mass
  • Vegetable fat
  • Emulsifiers (soy lecithin, 492)
  • Wheat gluten
  • Raising agents (501, 500)
  • Salt
  • Natural flavor (vanilla extract)
  • Pectin

Nutrition

Serving Size:19 pieces (40g)% Daily Value*
Amount Per Serving
Calories from Fat90
Calories210
Total Fat10g15%
Saturated Fat6g30%
Trans Fat0g
Cholesterol5mg2%
Sodium45mg2%
Total Carbohydrates26g9%
Dietary Fiber0g0%
Sugars 21g
Protein2g
Calcium3.1%
Iron4%
  • Percent Daily Values are based on a 2000 calorie diet.

Pictures

Commercials:

Maltesers ads shifted in the late 40s to be more focused on people of all ages and less focused on women or on healthy snacking. The new ads are a lot more fun and are often silly and whimsical as you will see.

 A 2006 ad for the UK:

One of the newer ads that are inclusive:

Another classic European ad:

A movie ad from the 80s:

Bottom Line

Maltesers candy is a delicious treat that’s loved by people of all ages. With its unique combination of crispy and creamy textures, it’s no wonder that Maltesers are one of the most popular candy brands in the world. Whether you’re looking for a sweet snack to enjoy on your own or to share with friends and family, Maltesers are a perfect choice. 

Not only are Maltesers delicious, but they’re also made with quality ingredients, ensuring that you get high-quality candy every time. So, if you haven’t tried Maltesers yet, what are you waiting for? Give them a try and see why they’ve been a fan favorite for generations.

*”Varieties” and “Ingredientes” sections were already on the article, but I’ve added some content. I’ve marked the existing content in blue. Also, I’ve added one link in “Varieties of Maltesers” and highlighted it in yellow. 

FAQ

What are Maltesers?

Maltesers are a British confectionery product manufactured by Mars, Incorporated. First sold in the UK in 1937, they were originally aimed at women.

Please leave a review or any memories of this snack in the comments below. Thank you!

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3 Comments

  1. Sadly no longer as nice as they once were. The chocolate now has a texture like some type of fat or even soap. The chocolate used to be the best part, but now it’s the centre that is the best.

  2. I have a memory of getting a Maltesers Easter gift as a child, would have been early 1970s. It was a red plastic face, probably a bunny but I can vaguely remember it. It was filled with Maltesers. When the sweets were eaten you could wear the bunny false face. Does anyone else remember this, or did I dream it? 😊

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