Maltesers were created by Forrest Mars, Sr. in 1936, and first sold in 1937. They were originally described as “energy balls” and aimed at slimming women.[1]
The current Maltesers’ slogan is “The lighter way to enjoy chocolate” – earlier slogans have included “The chocolates with the less fattening centre”, “No ordinary chocolate” and “Nothing pleases like Maltesers”. The Australian version also contains the line: “Made in Australia… …exported to the world.” In the 1930s, advertisements claimed that the Maltesers honeycomb centre is seven times less fattening than ordinary chocolate centres; this led marketers to claim it was beneficial for weight loss.[2]
In 2011, the product gained Fairtrade accreditation in the UK and Ireland by sourcing all their cocoa and sugar under Fairtrade Terms.[3]

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