Maltesers to switch to Fairtrade in the UK

Mars Chocolate and Fairtrade International will introduce the first Fairtrade labelled Mars product – Maltesers.

The move, which will appear in stores in 2012 in the UK and Ireland, will contribute in excess of $1 million in annual Fairtrade Premium funds for cocoa farmers to invest in their farms, business organisations and communities.

Maltesers is the third biggest confectionery brand in the UK, and its switch will represent more than a 10% increase in total UK Fairtrade sales.  

“I am very excited that Mars in the UK is at the forefront of this global agreement as we switch Maltesers in 2012, which also marks the 75th anniversary of this product” says Fiona Dawson, president Mars Chocolate UK.

The move has been welcomed by others in the development sector, including Comic Relief. In 2011, Maltesers partnered with Comic Relief for an on-pack promotion that raised over £1.1 million for the UK charity. The Fairtrade Foundation has also been supported by Comic Relief for a number of years to help it strengthen its work across Africa.