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.
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.
In 2011, the product gained Fairtrade accreditation in the UK and Ireland by sourcing all their cocoa and sugar under Fairtrade Terms.