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).
A Smarties wrapper containing the candy.
Product type Confectionary
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] Smarties are produced in factories in both Union Township, Union County, New Jersey and Newmarket, Ontario.[1] The candies distributed in Canada are marketed as Rockets, to avoid confusion with internationally-distributed Nestlé Smarties.[1][5]

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.[6] Each color's flavor is different. They are usually packaged as a roll of 15 candies.[1] All Smarties candies are free of animal products and are thus suitable for vegans.[7]


After World War I, the Dee family bought gunpowder pellet machines and repurposed them to make candy.[5] This gave the candy its resemblance to tablet-style pills in shape and texture.[5] When sugar prices spiked in the 1970s, Ce De Candy switched from sugar to dextrose.[5]

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.[8] A 3.5 ounce Theater box was released in 2009, with a retro look on the boxes.[9] In 2011, Ce De Candy Company changed its name to Smarties Candy Company.[1] That same year in August, amid customer inquiries about the candy, Liz Dee, co-owner of the company, discovered that Smarties were vegan.[10] While doing research about veganism, Liz Dee decided to be vegan, eschewing all animal products and choosing a plant-based diet.[7]


Ingredients in Smarties candies are dextrose, citric acid, calcium stearate, artificial flavors, colors.[11] There are 25 calories and six grams of sugar in a roll of Smarties.[6] Smarties are gluten free and vegan.[6][12]


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.[6] 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.[6][13][14] Smarties Candy Company also produces "X-treme sour" and "tropical" varieties of Smarties.[13][15]


Officials of middle schools in Grand Rapids, Michigan and Portsmouth, Rhode Island warned parents of a trend where students crush the candy into fine powder while in the wrapper, then inhale the powder from their nose or mouths, or snort it by using a rolled-up piece of paper or a straw.[16][17][18][19][20]

See also[edit]


  1. ^ a b c d e Greg Hatala (2014-02-11). "Made in Jersey: Smarties keep rolling out of Union factory". Retrieved 2014-05-23. 
  2. ^ Amy Pataki (27 October 2012). "Candy through the ages". The Toronto Star. 
  3. ^ Ryan White (11 October 2011). "Candy Bowl I, the second round: It's time to pick your favorite Halloween candy, again". The Oregonian. 
  4. ^ Nick Montano (2011-05-20). "Smarties Ship In Special Packaging And Formulation For Bulk Vending". Vending Times. Retrieved 2014-05-23. 
  5. ^ a b c d "Rockets candy a Halloween treat with a Toronto history". CBC News. 2013-10-30. Retrieved 2014-05-23. 
  6. ^ a b c d e Diane Nassy (2012-08-08). "Taking a Tour of the Smarties Candy Factory". philzendia. Retrieved 2014-05-23. 
  7. ^ a b Maria Mooney (2014-03-11). "Smarties Executive, Liz Dee, Talks Compassionate Candy". Ecorazzi. Retrieved 2014-05-23. 
  8. ^ "Midway Displays Introduces". Candy Industry. 2004-10-01. Retrieved 2014-05-23. 
  9. ^ "Smarties Now In Theater Boxes". National Confectioners Association. 2009-12-14. Retrieved 2014-05-23. 
  10. ^ Ari Solomon (2014-03-10). "Compassionate Candy". Mercy for Animals. Retrieved 2014-05-23. 
  11. ^ "Smarties Candy Rolls 5 lb bag Assorted flavors". Spangler Flavor. Retrieved 2014-05-23. 
  12. ^ Dianne Wenz (October 28, 2013). "Meatless Monday with the Smarties Candy Company". Devil Gourmet. Retrieved 2014-05-23. 
  13. ^ a b Beth Kimmerle (2003). Candy: The Sweet History. Collectors Press. p. 89. ISBN 1888054832. 
  14. ^ Kristen Ryan (Fall 2014). "Get Smarties!". Matters Magazine. Retrieved April 13, 2015. 
  15. ^ 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. 
  16. ^ Dave Murray (2011-05-31). "Smarties-maker to students: Eat our candy; don't snort it". MLive. Retrieved 2014-05-23. 
  17. ^ Jaslow, Ryan (December 25, 2014). "Middle school warns snorting Smarties may lead to nasal maggots". CBS News. Retrieved 2014-12-25. 
  18. ^ Lee, Jolie - Snorting Smarties: Should you talk to your kid? - USA Today, January 29, 2014
  19. ^ Angers, Angie. "School Warns Parents of Smarties Snorting Trend." WPRI-TV [Portsmouth]. 17 January 2014.
  20. ^ RI School Warns Parents About Students Snorting Smarties CBS quoting affiliate WPRI, January 20, 2014

Further reading[edit]

External links[edit]