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.

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

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.


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.

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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.

Maltesers Logo

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Varieties of Maltesers

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
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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.

Maltesers Ingredients

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

Maltesers Nutrition

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

Pictures of Maltesers

Maltesers 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:

Maltesers 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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