Smarties Candy Co. will mark its 70th anniversary at the Sweets & Snacks Expo with the launch of three new products.
The company, founded by Edward Dee in 1949, will introduce Smarties Minis, the Smarties Love Hearts Box and Smarties Squashies, a raspberry and cream-flavored foam gummy.
Made in the United Kingdom, Smarties Squashies are the first candy of their kind in the U.S. market. They’re free of artificial colors, gluten, fat and peanuts. The pink color comes from black carrot extract. They’ll be packaged in 5-oz. peg bags, retailing for $1.79.
“It’s no wonder they are a top selling candy in England,” Smarties Co-President Jessica Dee Sawyer said. “I had to hide our limited samples because people who tried them wanted more right away! Squashies were a hit from Day One, and we are delighted to be introducing Squashies to the U.S. market, which we believe is hungry for this change in chewy.”
Smarties Candy Co. produces and sells more than 2 billion Smarties candy rolls per year. The candies are made 24 hours per day at manufacturing facilities in Union, New Jersey, and Newmarket, Ontario.
“We’ve come a long way from when we started in 1949,” Edward Dee said. “It is a very nice feeling to know that the business is in good hands for the next generation, and I look forward to seeing what happens next!”
At 94 years young, the founder continues to be engaged with the company’s affairs, which are managed by his granddaughters, co-presidents Jessica Dee Sawyer, Sarah Dee and Liz Dee. Since taking over leadership in 2017, the trio guides the company into its eighth decade with a solar-powered New Jersey facility, as well as a new logo and packaging design.
The Smarties team is set to unveil its new booth and celebrate 70 years with a ribbon cutting at the opening of Sweets & Snacks Expo on Tuesday, May 21.