Smarties Candy marks its 75th anniversary with charitable initiatives

VMW: What do you think contributed most to Smarties' longevity and reaching its 75th anniversary?

LD: Smarties is committed to remaining family-owned. As one of the few remaining family-owned and operated candy companies in the United States, there are various key milestones and adaptations that have kept Smarties relevant — and thriving — for three-quarters of a century.

VMW: Competing with global confectionery giants can be challenging for a family-owned company. What are some of the biggest hurdles you face, and how do you overcome them while staying true to your brand values?

LD: We don’t invest in costly nationwide ad campaigns — like the Super Bowl ads you might see from our competitors. Instead, we focus on things like keeping our prices affordable, passing on the savings to our customers.

Smarties has a variety of products; however, they fall under a single brand, which makes it challenging to compete for shelf space with conglomerates that hold a large portfolio of brand names.  After 75 years of success building on a beloved brand, Smarties resonates with consumers across generations.

Smarties is constantly innovating ways to connect with our consumer base. For example, one of our brand values is fostering lifelong learning: we have an initiative called Smarties U, where we’re rewarding kids who have stellar report cards with the chance to earn a year’s worth of Smarties.

Similarly, to bolster awareness about kids with allergies, we’ve launched a “Sweet Switch” campaign for Halloween, where kids who’ve received an allergy-filled Halloween haul can switch those options for Smarties.

Smarties in vending and micro markets

VMW: As you mentioned, to mark the anniversary, Smarties is launching Smarties U, a unique educational initiative. What inspired this program, and how did the #LittleSmarties campaign play a part?

LD: Smarties has a name rooted in my grandfather Edward Dee’s commitment to education and lifelong learning. In honor of the brand’s 75th anniversary, we have continued that legacy by launching initiatives like Smarties U.

Our #LittleSmarties campaign champions remarkable smarties throughout history who left their mark on the world. Through sharing creative DIY costumes, we honor the story behind the name "Smarties" and celebrate intellectual curiosity at every age.

In our Smarties U initiative, we’re again tapping into the notion that intellectual curiosity can happen at any age, and because of that, it deserves to be celebrated. Instead of targeting “Smarties” strictly around the Halloween season, we’re expanding our scope to all students currently in school who want to make a difference and rewarding them with a year’s worth of Smarties in exchange for a stellar report card.

Smarties has also been committed to empowering students by supporting classrooms in need. Continuing this annual tradition, the company is proud to donate $25,000 to DonorsChoose this year, bringing its total contributions to $300,000. Smarties' goal is to ensure that every student has the resources they need to be a Smartie and achieve a bright future.

VMW: Do you see programs like Smarties U influencing customer loyalty, especially with younger generations?

LD: Smarties U reflects our ongoing commitment to education and learning, a core part of our brand’s mission since its inception. Through this initiative, we aim to celebrate academic achievement while supporting a community of lifelong learners. As part of our broader marketing and community engagement strategies, this ties into how we engage directly with our fans on social media, fostering connections that extend beyond just the product.

VMW: Final thoughts — what’s next for the brand?

LD: For Halloween, we’re announcing our Sweet Switch campaign: Smarties is making sure no child misses out on the joy of trick-or-treating due to food allergies or dietary restrictions, allowing kids to trade in their allergy-prone Halloween haul for Smarties.

For our 75th anniversary, we’re also conducting a factory tour, inviting local reporters to tour our candy facility and get a sneak peek at how the candy is made ahead of Halloween.