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Origins

Maltesers was created by Forrest Mars Sr., an American businessman who established Mars operations in the United Kingdom. The product was developed in 1936 and officially launched in 1937 from the Mars factory in Slough, England.12

Upon introduction, Maltesers were marketed as “energy balls” and positioned distinctly from traditional chocolate sweets. Early advertising emphasised the concept of a lighter chocolate snack, specifically targeting women interested in diet-conscious products. Some initial advertisements made health-related claims regarding the product’s lower-fat centre, although these claims are no longer used today.1

A traditional Malteser comprises three key elements:

• A light, aerated malted milk centre
• A thin outer layer of milk chocolate
• A crunchy honeycomb-like texture

The combination of a crispy interior and a chocolate coating serves as the defining feature of the brand. Unlike solid chocolate candies, Maltesers are designed to provide a lighter eating experience characterised by a distinctive crunch.2

Post-war Growth

Following its initial launch, Maltesers became a significant component of the Mars confectionery portfolio. The product expanded through various packaging formats, including small individual bags, sharing bags, cardboard boxes, tubes, and seasonal gift formats. The recognisable red packaging became strongly associated with the brand, particularly within the United Kingdom.1

International Expansion

Over time, Maltesers expanded beyond Britain into markets including Australia, New Zealand, Canada, Europe, Asia, and the United States. In Australia, production history includes partnerships followed by Mars-operated manufacturing. In North America, Maltesers became officially available in the United States in 2017, supported by production at Mars facilities in Canada.12

Maltesers forms part of the global chocolate portfolio of Mars, Incorporated. Mars also owns several other major confectionery brands, including M&M’s, Snickers, and Twix. Maltesers is produced through the Mars chocolate manufacturing network, with factories supplying different regional markets.2

Marketing for Maltesers has historically focused on themes of lightness, humour, friendship, and everyday enjoyment. The slogan “The lighter way to enjoy chocolate” reflects the brand’s positioning around a lighter-feeling chocolate experience rather than a heavy confectionery product.1

In the United Kingdom, Maltesers is also noted for humorous advertising campaigns. During the 2010s, campaigns featuring disabled actors and everyday social situations received attention for promoting more inclusive representation in advertising.1

Mars has released several Maltesers variations over the years, including:

• Maltesers Teasers: A bar version combining chocolate with Malteser pieces
• Maltesers Buttons: Button-shaped chocolates containing malt pieces
• White Maltesers: Seasonal and limited-edition versions
• Dark Chocolate Maltesers
• Mint-flavoured Maltesers
• Seasonal products: Shapes for occasions such as Easter and Christmas

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Maltesers has become one of the most recognisable chocolate brands in the United Kingdom. The product is frequently associated with British cinema snacks, sharing occasions, and everyday confectionery culture. The combination of a simple recipe, distinctive texture, and long history has helped maintain its popularity across generations.

The brand has also participated in charitable initiatives, including a long-running partnership with Comic Relief to support fundraising campaigns in the United Kingdom.2

Name

The name “Maltesers” derives from the product’s malt-based centre. The word connects the product with malt, the key ingredient that provides the centre with its distinctive flavour and texture.1

Visual Identity

Key elements of Maltesers branding include:

• Bright red packaging
• White logo lettering
• Imagery emphasising the round chocolate pieces
• Messaging focused on lightness and fun

Maltesers is a heritage chocolate brand created in Britain in 1937 and owned by Mars, Incorporated. Built around small chocolate-covered malt balls, the brand evolved from an early “energy ball” concept into a globally recognised confectionery product. Its success is attributed to a distinctive crunchy texture, memorable branding, humorous advertising, and decades of consumer familiarity.12

1. Maltesers
2. Facts About MALTESERS | Chocolate Malt Confections