Nestlé Smarties

Smarties are one of the world's most iconic chocolate confectionery brands, featuring colorful, sugar-coated milk chocolate discs. Originally launched in the United Kingdom in 1937, the brand was created by Rowntree's of York, who initially marketed them as 'Chocolate Beans' before rebranding to the name 'Smarties' we recognize today.

Following the acquisition of Rowntree's in 1988, the brand moved under the ownership of Nestlé, the global food and beverage giant headquartered in Switzerland. For the Australian market, Smarties are primarily manufactured at Nestlé's Campbellfield factory in Victoria. A notable recent development for the brand is its shift toward sustainable packaging, being one of the first major global confectionery brands to transition to 100% recyclable paper-based packaging, as seen in the 'I'm paper based' labeling on current bags.