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Maltesers

Maltesers are a confectionery product manufactured by Mars, Incorporated, consisting of light, crisp, honeycombed malted milk balls coated in smooth milk chocolate.^[1] Known for their airy texture and malty flavor, they are marketed with the slogan "the lighter way to enjoy chocolate," emphasizing their relatively low density compared to solid chocolate treats.^[2] The product was invented by Forrest Mars Sr. in 1936 at the Mars company's factory in Slough, England, and first went on sale the following year.^[1] Initially packaged in boxes and promoted as "energy balls" for weight-conscious consumers, Maltesers were designed as a malted milk alternative inspired by American confections but adapted for the British market.^[1] By 1954, the brand introduced its "More to Munch" advertising tagline to highlight the snack's appeal for casual indulgence.^[1] Over the decades, Maltesers have expanded into various formats and flavors, including white chocolate versions launched as a limited edition in 2003, made permanent due to consumer demand but discontinued in 2014,^[3] and relaunched in June 2025,^[4] as well as Maltesers Teasers—a chocolate block embedded with the signature balls—introduced in 2013.^[1] Today, the brand remains a staple in the United Kingdom and is distributed globally, selling approximately 187 million units annually, or about six per second in the UK market alone.^[1] Maltesers also engage in social initiatives, such as partnerships with Comic Relief to support maternal mental health awareness.^[1]

History

Origins and Development

Forrest Mars Sr., son of Mars, Inc. founder Frank C. Mars, faced tensions within the family business after joining the Chicago operations in 1928, leading to his departure in 1932 when his father provided him with $50,000, foreign rights to products like Milky Way, and instructions to leave the United States.^[5] Seeking opportunities abroad, Mars Sr. relocated to the United Kingdom, where he established Mars Ltd. in Slough, near London, using second-hand equipment and loans to build a confectionery factory aimed at adapting American-style candies for the British market.^[5]^[6] In 1936, while at the Slough factory, Forrest Mars Sr. developed Maltesers as his second major product for the UK market, drawing inspiration from the popularity of malted milk drinks in the United States to create a lighter alternative to traditional solid chocolate confections.^[7] The initial concept positioned Maltesers as "energy balls," a low-calorie treat designed for health-conscious consumers seeking a less indulgent chocolate option.^[1] This evolved into small, spheroid malted milk balls featuring a crisp, honeycombed center made from malted milk powder, wheat flour, and sugar, then coated in milk chocolate—a formulation suited to British preferences.^[8] The product's development marked a key step in Mars Sr.'s efforts to expand the family legacy independently, building on his 1932 launch of the Mars bar (an Anglicized version of Milky Way) and laying the groundwork for Mars Ltd. to become a prominent British confectionery player.^[5]

Launch and Early Years

Maltesers were first introduced to the market in the United Kingdom in 1937 by Mars, Incorporated, following their creation by Forrest Mars Sr. the previous year at the company's factory in Slough.^[1] Initially sold in boxed tins, the product was positioned as a light confectionery option suitable for women seeking a non-fattening treat.^[1] Marketed under the tagline "energy balls," Maltesers appealed to consumers interested in slimming and vitality, emphasizing their malted milk center as a source of quick energy without excess calories.^[2] The name "Maltesers" originated as a playful portmanteau combining "malt," referencing the key ingredient, with "teasers" to evoke a sense of indulgence and temptation.^[9] Early packaging consisted of elegant boxed tins designed for gifting and portability, which evolved in the post-launch years to include more convenient paper bags by the mid-20th century, reflecting changing consumer preferences for everyday snacking.^[1] This shift facilitated broader distribution in retail settings beyond specialty shops. During World War II, Maltesers production continued in the UK despite severe constraints from food rationing, which began in 1942 and initially limited sweets to 4 ounces per person per week (16 ounces per month).^[10] The rationing system impacted distribution, making the treats a coveted but scarce luxury, often saved as a special indulgence amid shortages of sugar and cocoa; personal accounts from the era highlight Maltesers as a favorite despite the restrictions.^[10] Mars maintained operations by prioritizing essential supplies, though output was scaled back to align with wartime allocations. Following the war, Maltesers saw gradual expansion into continental Europe in the 1960s, building on their UK success as rationing ended in 1953 and consumer demand surged.^[11] In some non-English-speaking markets, branding was adapted phonetically, though the core name persisted globally.^[12] This period marked the product's transition from a wartime rarity to a staple in European households, supported by improved supply chains and renewed marketing efforts.^[12]

Product Description

Ingredients and Composition

Maltesers are composed of sugar, skimmed milk powder, cocoa butter, glucose syrup, barley malt extract, cocoa mass, palm fat, whey permeate (from milk), milk fat, emulsifiers (soya lecithin, sorbitan tristearate (E492)), palm kernel fat, wheat flour, raising agents (E341, E500, E501), wheat gluten, whey powder (milk), salt, and glazing agent (pectins). Milk chocolate contains milk solids 14% minimum and vegetable fats in addition to cocoa butter.^[13] These ingredients combine to form the product's signature light, crunchy texture and malty flavor profile. The core of each Malteser features a malted milk honeycomb center, crafted mainly from barley malt extract, sugar, skimmed milk powder, and glucose syrup, which provides the airy, spheroid structure. This center is encased in a milk chocolate shell, consisting of sugar, cocoa butter, skimmed milk powder, cocoa mass, milk fat, and emulsifiers, accounting for approximately 73% of the product's weight, while the honeycombed center comprises about 23%.^[14] Ingredient formulations remain largely consistent across regions, though listings may vary slightly in terminology; for instance, palm fat is explicitly used in European markets, sourced through Mars' commitment to 100% RSPO-certified sustainable palm oil to address environmental concerns.^[15] In markets like Australia and New Zealand, glucose syrup sources may include wheat, but the overall composition aligns closely with the standard recipe.^[16] Key allergens in Maltesers include milk (from skimmed milk powder, whey permeate, and milk fat), barley (from malt extract, containing gluten), soy (from soya lecithin emulsifier), and wheat; products may also contain traces of other cereals.^[17]

Manufacturing Process

The manufacturing process of Maltesers begins with the preparation of the light, crunchy malted milk centers. Malted milk ingredients, including malted barley extract, are blended with sugar and other components to form a thick paste, which is then aerated through whipping to incorporate air bubbles, creating the signature honeycomb-like texture. This aerated mixture is cooled rapidly to solidify the structure, ensuring the centers remain lightweight and crisp.^[18] Next, the cooled, aerated paste is extruded into small pellets and tumbled in rotating equipment to shape them into uniform spheroid balls. These balls are then enrobed in tempered milk chocolate by tumbling them in a rotating drum while spraying or cascading molten chocolate over them, allowing an even coating to form as the balls roll. The chocolate is maintained at a precise temperature to achieve a smooth, glossy finish without blooming. Following enrobing, the chocolate-coated balls undergo polishing to enhance their shine, achieved by applying a thin layer of food-grade polish during additional tumbling. They are then cooled on automated conveyor belts to set the chocolate fully, preventing melting during handling. Quality control checks throughout this stage inspect for size uniformity, coating thickness, and defects using sensors and visual systems. The finished Maltesers are finally packaged into bags or boxes under controlled conditions to maintain freshness.^[18] Primary production of Maltesers occurs at the Mars factory in Slough, UK, the site's original location since 1936.^[19] Production has expanded globally, including a dedicated facility in Newmarket, Ontario, Canada, following a $70 million expansion in 2017 that created jobs and boosted North American output, and a new line in Ballarat, Victoria, Australia, supported by over $50 million in investments.^[20]^[21] These factories utilize advanced manufacturing techniques to produce millions of pieces daily.

Varieties

Standard Offerings

The standard offerings of Maltesers primarily revolve around the original milk chocolate-coated malted milk balls, known for their light, crunchy honeycomb centers. These are available in various convenient formats designed for individual snacking, sharing, or bulk consumption. Common sizes include 37g sharing bags, ideal for on-the-go treats, and 140g pouches suitable for family sharing. Larger options, such as 110g, 185g, and 310g boxes, provide more substantial portions, while bulk formats like 465g party buckets cater to cinema or event settings. All maintain the classic composition of malted milk centers enrobed in smooth milk chocolate.^[22]^[23] Maltesers Mini Bunnies offer a seasonal twist on the original, shaped as small bunnies with the same malted centers in milk chocolate, available in 58g bags for Easter celebrations.^[22] Maltesers Truffles provide a creamy extension, featuring malt filling and honeycomb pieces covered in milk chocolate, offered in gift boxes of 200g, 336g, and 455g for sharing or gifting.^[22]^[24] Maltesers Teasers represent a core extension of the brand, consisting of milk chocolate bars embedded with pieces of the original malted balls for added crunch. Introduced in 2013 by Mars, Incorporated, these bars come in single-serve formats around 42g and larger sharing blocks up to 165g, offering a portable alternative to the loose balls.^[25] Beyond the core chocolate confections, Maltesers extends into frozen and beverage formats. Maltesers ice cream tubs, featuring malt-flavored ice cream with chocolate sauce and embedded malted pieces, are standardly available in 500ml sizes for home enjoyment. Additionally, Maltesers hot chocolate mix, a powdered blend capturing the malted chocolate essence, is offered in 225g pouches that prepare instant drinks by adding hot water.^[26]^[27] Globally, standard availability varies slightly by region to suit local preferences. In the United Kingdom and Europe, the focus remains on bags and boxes as described, while in Australia, additional formats like 100g share bars for the original Maltesers and 100g Teasers bars provide compact options. These core products are widely distributed through supermarkets, cinemas, and online retailers in over 50 countries.^[28]^[29]

Special and Limited Editions

Maltesers has introduced several special and limited editions over the years, expanding beyond the classic milk chocolate coating to incorporate diverse flavors and seasonal themes. One notable variant is the white chocolate Maltesers, which debuted as a limited edition in 2003 and became a permanent offering in 2004 before being discontinued in 2014 due to shifting market preferences.^[30] In response to sustained consumer demand, Mars Wrigley relaunched white chocolate Maltesers in June 2025 across the UK in various formats, including sharing bags and multipacks, marking its return after over a decade.^[31]^[32] Seasonal holiday editions have also featured prominently, with orange-flavored variants introduced to capture festive spirits. In March 2021, Maltesers launched orange bunnies as an Easter-specific product, featuring the signature malted centers coated in orange-infused milk chocolate.^[33] This was followed by Maltesers Orange Buttons in July 2021, available in treat bags and sharing pouches, offering a zesty citrus twist on the traditional buttons format for broader seasonal appeal.^[34]^[35] Mint-flavored editions, meanwhile, have targeted Christmas celebrations, with Mint Reindeer introduced as individually wrapped treats in reindeer shapes, combining peppermint centers with milk chocolate coatings since at least 2021.^[36] These holiday variants often include themed packaging to enhance gifting and party experiences during the festive periods.^[37] In the 2020s, Maltesers explored bolder flavor profiles through collaborations and innovations. The dark chocolate Maltesers, launched in June 2022, represented the first major update to the core product in nearly a decade, encasing the light malted balls in a 65% cocoa dark chocolate shell for a richer, less sweet option available in sharing bags.^[38]^[39] This edition quickly expanded to markets like Australia, where it remains a staple in snack formats. Additionally, a caramel-infused Maltesers variant debuted in 2022 exclusively in Australia, with a toffee-note malted center wrapped in milk chocolate, providing a limited-edition indulgence that highlighted adaptive manufacturing for flavored cores.^[40] For Easter 2025, Maltesers introduced Popcorn Bunnies, featuring a popcorn-flavored malt filling with corn crumble pieces coated in milk chocolate, available in 29g single packs as a limited seasonal treat.^[41] Region-specific releases have further diversified the lineup, though some have been short-lived. For instance, while core products dominate globally, adaptations like the dark chocolate version have gained traction in Asia-Pacific markets, with localized packaging and availability in convenience formats. Discontinued editions, such as the original white chocolate Maltesers, underscore the brand's iterative approach to consumer feedback and market testing.^[42]

Marketing and Cultural Significance

Advertising Campaigns

Maltesers' advertising in the 1930s and 1940s primarily targeted women seeking lighter confectionery options, positioning the product as "energy balls" suitable for slimming diets. Early campaigns emphasized the malted milk center as one-seventh as fattening as ordinary chocolate, with taglines such as "the lighter way to enjoy chocolate" and "no ordinary chocolate" highlighting its appeal as a guilt-free indulgence.^[2]^[43] By the late 1940s, ads broadened to appeal to all ages, moving away from a women-only focus toward family-friendly messaging.^[2] During the 1980s and 2000s, Maltesers shifted to television campaigns featuring humorous, everyday scenarios to showcase the product's convenience and joy. Iconic 1980s spots included the "Chocolates!? No! Maltesers!" slogan, depicting tempting moments like cinema visits where the brand's non-melting shell proved practical.^[44] In the 1990s, ads like the "Wide Mouth Frog" and 1993 "Ballerina" emphasized light-hearted indulgence without heaviness, often using whimsical characters to convey fun.^[45] The early 2000s continued this tone with campaigns such as "Roller" and "Fantastic," portraying clumsy or fantastic mishaps resolved by sharing Maltesers, reinforcing the brand's playful image.^[46]^[47] The 2010s marked a digital pivot for Maltesers, integrating social media with inclusive, purpose-driven TV and online ads that used humor to address underrepresented experiences. The 2016 "Look on the Light Side" campaign, developed through Channel 4's Diversity in Advertising Award, featured real stories from disabled individuals in awkward yet relatable scenarios, such as dating mishaps, to normalize disability representation; it became the brand's most successful effort in a decade, driving significant sales growth.^[48]^[49] Building on this, 2018 ads expanded inclusivity with spots on topics like lesbian dating, maintaining comedic elements to foster open conversations.^[50] In 2021, the maternal mental health initiative partnered with Channel 4 to destigmatize postpartum challenges through humorous vignettes of mothers sharing frustrations, encouraging social media engagement via user-generated content.^[51]^[52] In 2025, Maltesers launched the "Disruptively Simple" campaign exclusively on Pinterest, targeting women with relatable, humor-infused content promoting moments of uncomplicated joy amid daily chaos.^[53] Earlier that year, the "Just Roll With It" platform extended this approach via TV and digital spots, featuring diverse women navigating life's unpredictability with light-hearted resilience, produced by agencies T&Pm and Hogarth.^[54]

Global Popularity and Impact

Maltesers, introduced in the United Kingdom in 1937 by Mars, Incorporated, quickly gained traction in Europe before expanding to international markets over the subsequent decades. Production facilities were established in key regions, including Slough, England; Ballarat, Australia; and Newmarket, Canada, facilitating broader distribution. By the early 21st century, the brand had reached Australia, New Zealand, Canada, the United States, the Middle East, and parts of Asia, establishing strongholds in the UK, Australia, Canada, and continental Europe. As of recent years, Maltesers are available in numerous countries worldwide, reflecting sustained global growth under consistent Mars ownership since 1937 with no major structural changes. Sales performance underscores this expansion, with robust demand driving production increases; for instance, Mars invested $70 million in 2017 to expand its Newmarket facility for North American manufacturing, creating 30 new jobs to meet rising volumes. In the UK market alone, approximately 187 million Maltesers Treats are sold annually, equivalent to six units every second, highlighting the brand's enduring popularity. Globally, Maltesers contribute to Mars' snacking segment, which generated significant revenue growth, including a 28.7% increase for the range in 2018 exceeding the industry average. Culturally, Maltesers have embedded themselves in entertainment, particularly as a staple cinema snack in the UK and Australia, often associated with movie-going experiences since the mid-20th century. The product features prominently in British media, appearing in comedies like the BBC sitcom Early Doors, where it plays a humorous role in an episode plot involving stolen treats, and in sketches from Little Britain. It also appears in films such as Bridget Jones's Baby (2016), reinforcing its iconic status in British pop culture. In the 2010s, Mars encountered minor controversies related to palm oil sourcing, including criticism over suppliers like the IOI Group accused of deforestation and peatland clearance, leading the company to suspend purchases from non-compliant partners in 2016. Mars responded by upholding its commitment to 100% RSPO-certified palm oil via mass balance since 2013 and advancing toward deforestation-free supply chains, achieving this goal across its operations by 2020. By 2022, ongoing RSPO compliance and traceability measures had addressed these concerns, with all palm oil monitored for sustainability.

Nutritional Profile

Key Nutritional Facts

Nutritional values for original Maltesers are typically provided per 100 grams or per package size. Per 100 grams, the product provides 503 calories (2106 kJ), 24 grams of total fat (of which 15 grams are saturated fats), 62 grams of carbohydrates (including 53 grams of sugars), 8.3 grams of protein, 0.39 grams of salt, and 0 grams of dietary fiber, with trace amounts of vitamins and minerals such as calcium from milk components.^[55] Serving sizes vary by format; for example, the standard 37-gram bag (approximately 18 balls) contains 186 calories (779 kJ), 9.1 grams of fat (5.5 grams saturated), 23 grams of carbohydrates (20 grams sugars), 3.1 grams of protein, and 0.14 grams of salt. Larger sharing packs scale accordingly.^[55] As of 2025, Maltesers packaging adheres to UK and EU nutritional labeling standards, featuring front-of-pack traffic light signage indicating high levels in fat, saturated fat, and sugars per the reference intake guidelines.

Health and Dietary Considerations

Maltesers, like many confectionery products, are high in sugar and saturated fats, which can pose health risks when consumed in excess. A typical serving contains significant amounts of added sugars and fats derived from sources such as glucose syrup, cocoa butter, and palm fat, contributing to potential issues like weight gain, obesity, and dental caries.^[56]^[57] The World Health Organization recommends limiting free sugars intake to less than 10% of total daily energy intake for adults and children to reduce the risk of non-communicable diseases, including obesity and tooth decay, emphasizing moderation for items like Maltesers.^[58] Regarding allergens, standard Maltesers contain gluten from barley malt extract and wheat flour, milk solids, and soy lecithin, making them unsuitable for individuals with celiac disease, gluten sensitivity, or dairy allergies.^[17]^[59] They are also not vegan-friendly due to the presence of dairy ingredients such as skimmed milk powder and whey.^[17] Claims portraying Maltesers as low-carb are inaccurate, as a 37-gram serving provides 23 grams of carbohydrates, primarily from sugars and malt, rendering it incompatible with low-carb or ketogenic diets.^[55] For weight management, portion control is advised to mitigate caloric intake while enjoying them occasionally. In 2023, Mars launched a vegan version of a Maltesers-inspired instant hot drink, providing a plant-based alternative free of dairy and suitable for vegans, though the core chocolate product remains non-vegan.^[60] The use of palm fat in Maltesers raises sustainability concerns, as palm oil production is linked to deforestation and habitat loss in tropical regions.^[17]^[61] Mars, the manufacturer, has committed to a deforestation-free palm oil supply chain through its Palm Positive Plan, achieving 95.8% traceability to plantations as of mid-2024 and aiming for full verification by 2025 via ongoing investments and supplier partnerships.^[15]

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Are Maltesers Gluten-Free?
Sep 19, 2023 · No, Maltesers are not gluten-free as it contains malted barley. That ingredients is filled with gluten, making it unsafe for people with celiac disease.
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Candies by MALTESERS nutrition facts and analysis. - Nutrition Value
Candies by MALTESERS contains 200 calories per 40 g serving. This serving contains 10 g of fat, 3 g of protein and 25 g of carbohydrate.
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Is Maltesers Keto? | Sure Keto - The Food Database For Keto
Maltesers should be avoided on keto because it is very high in net carbs (62.97g of net carbs per 100g serving). It is important to limit your net carb ...
[60]
New Maltesers Vegan instant hot drink | Asian Trader
Jan 3, 2023 · Mars Chocolate Drinks & Treats has today launched Maltesers Vegan Instant hot drink: simply add hot water to enjoy a super chocolatey drink ...
[61]
Why Palm Oil Is Still a Big Problem - The New York Times
Mar 26, 2024 · Palm oil is environmentally destructive, grown on vast plantations after rainforests have been flattened and burned. And after years of hard-won ...