From June, Smarties will contain no artificial colours, a development that will be flagged up on the front of packs. Nestle is supporting the change with an ad campaign and substantial in-store activity.
Smarties is the latest in a line of Nestle Rowntree confectionery brands to receive a 'healthy' makeover as consumer concerns over childhood obesity levels continue to affect the market.
Last summer, Nestle removed artificial colours from the Rowntree range, which includes Tooty Frooties and Jelly Tots. However, health campaigners have argued that producing slightly healthier versions of essentially unhealthy foods will do little to solve the problem.
In February last year Nestle replaced Smarties' cylindrical tube with a hexagonal pack, which received a mixed response.
Critics of the change argued that many children collected the old-style pack lids and used the tubes in craft projects.
Nestle extended the Smarties range in 2004 with Fruity Smarties. Other variants include Giant Smarties, chocolate bars, ice creams and eggs.
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