Smarties (wafer candy)

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This article is about the sugar candy distributed in the United States made by Smarties Candy Company. For the internationally-distributed chocolate candy made by Nestlé, see Smarties. For other uses, see Smarties (disambiguation).
Product type Confectionery
Owner Smarties Candy Company
Country United States
Introduced 1949
Markets Worldwide

In the United States, Smarties are a type of tablet candy produced by Smarties Candy Company, formerly known as Ce De Candy Inc., since 1949.[1][2][3][4][5] Smarties are produced in factories in both Union Township, New Jersey and Newmarket, Ontario.[2] The candies distributed in Canada are marketed as Rockets, to avoid confusion with internationally distributed Nestlé Smarties.[2][6]

One individual candy is in the shape of a cylinder with concave ends, with a diameter of roughly 1 cm and a height of roughly 4 mm. Larger ones have a diameter of 2.5 cm and are about 6 mm thick. Smarties come in combinations of colors within their wrapped rolls; these include white and pastel shades of yellow, pink, orange, purple, and green.[7] Each color's flavor is different. They are usually packaged as a roll of 15 candies.[2] All Smarties candies are free of animal products and are thus suitable for vegans.[8]


After World War I, the Dee family bought gunpowder pellet machines and repurposed them to make candy.[6] This gave the candy its resemblance to tablet-style pills in shape and texture.[6] When sugar prices spiked in the 1970s, Ce De Candy switched from sugar to dextrose.[6]

In 2004, Ce De Candy Co., Inc., in conjunction with Rock The Vote, manufactured 500,000 special edition Smarties with "Rock the Vote" on the wrapper.[9] A 3.5 ounce Theater box was released in 2009, with a retro look on the boxes.[10] In 2011, Ce De Candy Company changed its name to Smarties Candy Company.[2] That same year in August, amid customer inquiries about the candy, Liz Dee, co-owner of the company, discovered that Smarties were vegan.[11]


Ingredients in Smarties candies are dextrose, citric acid, calcium stearate, artificial flavors, colors.[12] There are 25 calories and six grams of sugar in a roll of Smarties.[7] Smarties are gluten free and vegan.[7][13]


An array of different colored Smarties.
Comparison of USA vs Canadian produced Smarties.

Each package contains an assortment of pastel colors, including white, yellow, pink, green, purple, and orange.[7] The flavor of each color is as follows; white is orange cream, yellow is pineapple, pink is cherry, green is strawberry, purple is grape, and orange is orange.[7][14][15] Smarties Candy Company also produces "X-treme sour" and "tropical" varieties of Smarties.[14][16]

See also[edit]


  1. ^ Marissa Rothkopf Bates (October 29, 2015). "Smarties, a Halloween Favorite, Maintains a Sweet Family Business". New York Times. Retrieved 2015-10-29. 
  2. ^ a b c d e Greg Hatala (2014-02-11). "Made in Jersey: Smarties keep rolling out of Union factory". Retrieved 2014-05-23. 
  3. ^ Amy Pataki (27 October 2012). "Candy through the ages". The Toronto Star. 
  4. ^ Ryan White (11 October 2011). "Candy Bowl I, the second round: It's time to pick your favorite Halloween candy, again". The Oregonian. 
  5. ^ Nick Montano (2011-05-20). "Smarties Ship In Special Packaging And Formulation For Bulk Vending". Vending Times. Retrieved 2014-05-23. 
  6. ^ a b c d "Rockets candy a Halloween treat with a Toronto history". CBC News. 2013-10-30. Retrieved 2014-05-23. 
  7. ^ a b c d e Diane Nassy (2012-08-08). "Taking a Tour of the Smarties Candy Factory". philzendia. Retrieved 2014-05-23. 
  8. ^ Maria Mooney (2014-03-11). "Smarties Executive, Liz Dee, Talks Compassionate Candy". Ecorazzi. Retrieved 2014-05-23. 
  9. ^ "Midway Displays Introduces". Candy Industry. 2004-10-01. Retrieved 2014-05-23. 
  10. ^ "Smarties Now In Theater Boxes". National Confectioners Association. 2009-12-14. Retrieved 2014-05-23. 
  11. ^ Ari Solomon (2014-03-10). "Compassionate Candy". Mercy for Animals. Retrieved 2014-05-23. 
  12. ^ "Smarties Candy Rolls 5 lb bag Assorted flavors". Spangler Flavor. Retrieved 2014-05-23. 
  13. ^ Dianne Wenz (October 28, 2013). "Meatless Monday with the Smarties Candy Company". Devil Gourmet. Retrieved 2014-05-23. 
  14. ^ a b Beth Kimmerle (2003). Candy: The Sweet History. Collectors Press. p. 89. ISBN 1888054832. 
  15. ^ Kristen Ryan (Fall 2014). "Get Smarties!". Matters Magazine. Retrieved April 13, 2015. 
  16. ^ Turcsik, Richard (1 February 2005). "Targeting the sweet tooth: creative use of the category's impulse nature can help speed up supermarkets' slowing candy sales. So can getting new products in front of consumers quickly." 71 (2). pp. 1094–1088. 

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