SMARTIES NOW FREE FROM ARTIFICIAL COLOURS

May 8, 2006

Nestlé Rowntree has announced its popular chocolate brand SMARTIES will be free from artificial colours from June.

Smarties Hexatube - No Artificial Colours

The move fits with the consumer trend towards healthier lifestyles and is expected to please parents who are becoming increasingly health aware and would like more permissible options for their children. 

“84 per cent of SMARTIES packs are bought by adults on behalf of children,” says Birte Leiner, Brand Manager.  “By introducing this initiative to SMARTIES – one of the nation’s favourite treats, we are responding to increased consumer demand for less artificial ingredients.”

SMARTIES is the second Nestlé Rowntree brand to become free from artificial colours, after the entire Rowntrees range made the move in summer 2005.  Sales of the Rowntrees brand have already increased by more than 9 per cent this year – highlighting its popularity with shoppers. 

The move will be highlighted in a £3m media campaign launched this summer, which includes TV advertising targeted at parents.  What’s more, the “no artificial colours” message will be featured on relevant SMARTIES packs, and special displays will be mounted in-store to make sure that parents are well informed of the choices available to them.

Nestlé has a long-term focus on improving the nutritional qualities of existing products and on launching new, great tasting products that people can easily integrate into their diets.  This latest announcement from SMARTIES is an example of how this ambition is brought to bear. 

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Notes to editors:

The SMARTIES packs free from artificial colours are:
SMARTIES Hexatube, RRP 36p
SMARTIES Hexatube 4 pack, RRP £1.31
SMARTIES Carton, RRP £1.05
SMARTIES Mini Cartons, RRP £2.36
SMARTIES Hanging Bags, RRP £1.07
 

Smarties No Artificial Colours Hexatube - Image for download

For more information please contact;
Mark Pinnes on Tel: 020 7291 6364 – mark.pinnes@freud.com
Liz Eyarhono on Tel: 020 7291 6305 – liz.eyarhono@freud.com