Achieving sweet success in the candy business, Smarties Candy Co. celebrates its 75th anniversary in 2024 with a range of initiatives designed to engage both consumers and the vending industry. Earlier this year, for instance, Smarties debuted a fictitious Ranch-flavored Smarties candy as part of an April Fool's Day collaboration with Hidden Valley Ranch. Smarties also introduced a limited-edition 75th Anniversary roll, offering a nostalgic product for vending operators and consumers alike.
In addition, the company is celebrating the posthumous induction of its founder, Edward Dee, into the Candy Hall of Fame. The recognition coincides with what would have been Dee’s 100th birthday, adding historical significance to the company’s anniversary year.
VendingMarketWatch.com reached out for a closer look at Smarties’ success via a conversation with its co-owner and co-president, Liz Dee. A fifth-generation candy maker, Liz runs Smarties with her sister, Jessica Dee Sawyer, and cousin, Sarah Dee.
This interview has been edited for length and clarity.
VendingMarketWatch.com: Tell me what makes Smarties different than other candy companies, from the perspective of a company leader as well as someone who must have grown up with the company.
Liz Dee: We are fifth-generation leaders of the company, which I think is special in itself! As a product, Smarties are unique because they are peanut-free, gluten-free, fat-free, and vegan, which makes them a healthier and safer alternative to the average sweet treat. In that way, we love to say Smarties is the absolute best candy for kids with allergies.
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 directly to our customers with the value-friendly pricing you find on shelves.
Smarties has a robust 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 that 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 it relates to the vending and micro markets channel, have you noticed any shifts or trends, and how does Smarties fit into the evolving preferences of today’s consumers?
LD: Today’s consumers are more mindful than ever about what they’re snacking on, and Smarties is perfectly positioned to meet these evolving preferences. Not only are we proudly made in North America, but we’re also free from top allergens, vegan, gluten-free, and fat-free. Each roll is just 25 calories and produced in a peanut-free facility, offering a snack that’s both enjoyable and worry-free for a wide range of dietary needs.
Smarties U and charitable initiatives
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 that engage our consumer base.
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.
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.
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.
