No more fake colours for Smarties

South Africa is the fourth country to introduce the non-artificially coloured variants following successes in the United Kingdom, Europe and Australasia. Smarties, one of the world's most popular and loved chocolate brands, now uses non-artificial colours in its distinctive rainbow collection.

Non-artificially coloured Smarties will replace current stocks through stock rotation in retail. As of mid-May 2009, consumers should notice clearly marked packaging indicating non-artificial colours. By July 2009, all Smarties in South Africa should be replaced by the new stock.

“The move forms part of Nestlé's global focus on enhancing the value of its products in terms of nutrition, health and wellness,” says Sureshnee Nair.

Nestlé advises consumers that the new non-artificially coloured confectionary will vary slightly from the previous product as colours may appear a bit lighter. Blue Smarties will not be available at this point.