Nestlé launches tubes of orange Smarties

By James Ridler contact

- Last updated on GMT

Packs of orange Smarties are to hit store shelves this Easter
Packs of orange Smarties are to hit store shelves this Easter
Orange Smarties are set to reappear in packs filled with the sweets this spring, following the success of Giant Tubes of the confection last autumn.

Nestlé is to launch limited-edition hexagonal shaped tubes made up entirely of Orange Smarties across the UK this Easter.

The sweets, which are made using orange oil in their sugar shells, will also be available as an orange flavoured milk chocolate Easter egg, filled with orange Smarties mini eggs.

‘Inundated with requests’

Alex Gonnella, marketing director at Nestlé UK, said: “The giant tubes launched last autumn were sold out in some stores within a few weeks from the launch and we have been inundated with requests from people all over the country asking us whether they could still get hold of some.

“Orange Smarties are slightly more difficult to manufacture in high volume, given the different process and recipe required to get that orange-y taste, but our experts have been hard at work to make it happen and we are really pleased that we can offer them again this spring.”

Orange Smarties are unique to the UK and Ireland and are the only variant of the sweets to have their own flavour – their shells are infused with orange oil.

‘Bring them back’

Gonnella added: “Orange Smarties are so popular that we simply had to bring them back this season. People love their distinctive flavour and they are our number one consumer request.”

This Easter will see a number of new products launched by Nestlé into its seasonal portfolio, including Milkybar, Rowntree’s and Kit Kat eggs.

Meanwhile, ice cream brand Ben & Jerry’s celebrated its 40th anniversary with the launch of a new birthday cake variant. The frozen dessert, created with Fairtrade-certified ingredients, contains a mix of vanilla cake batter-flavour ice cream, with pink frosting, strawberry swirls and cake pieces.

Related topics: NPD, Confectionery

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