Blue Smarties to Return, Confirms Nestlé

19/02/08 Set to drive trial and excitement in the confectionery market, blue Smarties will return to join the ‘no artificial colours and flavours’ Smarties line up from this month in the UK.

This much-anticipated comeback will benefit from a £1.5 million media support package including TV advertising to highlight that ‘Blue is Back’.

Originally introduced in 1989, the blue sweet quickly became a firm favourite with confectionery fans across the UK and remained a fully-fledged member of the Smarties family for over fifteen years.

The blue sweet was removed in 2005 when Nestlé Rowntree made the range free from artificial colours. But now the blue Smartie is back!

Graham Walker, Nestlé UK Trade Communications Manager, says: “After three years of searching, Nestlé Rowntree has found a way to create the much loved blue Smarties without artificial colours or flavours.

“There were a lot of disappointed consumers when blue Smarties were taken out of the range but I am delighted to announce that they are back!

"This return, combined with £1.5 million media support, brings with it a number of benefits for retailers and will help to drive sales by appealing to the increasing number of mums looking for more permissible treats for their kids.

"Retailers should stock up with the new ‘Blue is Back’ stamped packs to take advantage of this fantastic opportunity.”