Nestlé is launching white chocolate Smarties to mark the brand’s 85th birthday.
Smarties White will roll into Asda in mid-March, with a wider retail rollout planned for June.
The treats will launch in the brand’s standard ‘hexatube’ (rsp: 70p/38g). A sharing bag format will also be available from June (rsp: £1/100g).
“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”, said Smarties brand manager Rebecca Mitchell.
The NPD had “all the fun, colour and crunch of regular Smarties, but with a delectable white chocolate filling”, she added.
It comes after Nestlé last year transitioned all of its Smarties products into paper packaging and relaunched Smarties Blocks with a new “playful” mould and with two new flavours – Orange Chocolate and White Chocolate.
However, value sales of Smarties dropped by 7.2% (down £4.4m) to £56.4m last year, as lockdowns hammered impulse sales [NielsenIQ 52 w/e 11 September 2021].
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