Maltesers become a British cultural icon with unique chocolate appeal

From 1930s “energy balls” to gourmet treats, Maltesers have redefined British chocolate heritage.

Illustration by Evan Amos

By Anna Fadiah and Hayu Andini

Few chocolates have achieved the enduring appeal of Maltesers. As the top-selling treat in Mars Wrigley’s UK portfolio, Maltesers hold a 16.8% value share, outpacing popular brands like Galaxy (16.2%), M&Ms (8.2%), and Celebrations (7.4%). Their journey from modest beginnings in 1937 to global popularity is a testament to their unique texture, iconic red packaging, and powerful cultural resonance in Britain. Indeed, Maltesers have grown into a British cultural icon, celebrated not only as a confectionery delight but also as a touchstone of nostalgia, humor, and social identity.

Invented in Britain, adored globally

Maltesers were created in the UK by Forrest Mars Sr., the visionary behind Mars, Incorporated, and were first sold in 1937 as “energy balls.” Their initial appeal centered on health and modernity, especially targeting women with marketing slogans like “non-fattening” and “chocolates model-girls love.” While the “slimming aid” label has long been discredited—especially after a 2008 ruling by the Advertising Standards Authority—the brand’s connection to femininity and lifestyle remains deeply ingrained.

Despite their international expansion—Australia welcomed Maltesers in 1988 and the U.S. much later in 2017—their strongest cultural ties remain in the United Kingdom. There, 400 tonnes of Maltesers are produced weekly at Mars Wrigley’s factory in Slough, serving a nation that has claimed the chocolate as part of its collective identity.

A ritual, a memory, a treat

Part of what cements Maltesers as a British cultural icon is the way people engage with them. Whether eaten straight from the pack, used in baking, or dipped into tea—as some aficionados prefer—Maltesers invite ritual. Their distinctive crunchy honeycomb interior, encased in smooth milk chocolate, provides an irresistible texture that food historian Polly Russell calls “an explosion that just delivers.”

That sensory experience is supported by a highly specialized production process. Pastry chef Philip Khoury explains that Maltesers are made using a malty dough shaped into pellets, which are then baked in a vacuum oven. The heat and moisture cause the dough to puff, forming the signature honeycomb texture before being coated in chocolate and polished to a high shine. This intricate process, known only to a select few at Mars Wrigley, lends Maltesers a sense of craftsmanship that rivals even gourmet confections. As Khoury puts it, “They should be considered a gourmet treat.”

Embedded in British culture

Maltesers’ resonance extends far beyond taste. They’ve played memorable roles in literature, film, fashion, and philanthropy. In Graham Greene’s 1978 novel The Human Factor, the main character declares Maltesers “better than KitKats.” Dame Judi Dench, in a charity stunt honoring Captain Sir Thomas Moore, famously ate 100 of them, calling them “my fave.” And back in the 1990s and early 2000s, the brand’s advertising campaigns helped launch the careers of British talents like Miranda Hart and Suranne Jones.

Maltesers have also made their mark in the culinary world. Recipes from legendary cooks such as Mary Berry and Nigella Lawson have featured Maltesers in cakes and desserts, further embedding them into the national culinary repertoire. Nigella’s “beautiful if ramshackle crown” of chocolate balls atop her Malteser cake exemplifies how the product has become both playful and prestigious.

Red, bold, and iconic

Packaging has also played a vital role in Maltesers’ identity. Originally sold in white boxes, the brand made a bold shift in the 1950s to red, becoming one of the first to use high-saturation colors to stand out on shelves. Museum of Brands curator Alice Kain notes that this decision helped define their visual presence and contributed to the strong brand recognition they enjoy today.

The polish of each Malteser is more than just aesthetic. According to Kain, the glossy finish provides “the reassurance of consistency,” mimicking the shine of more elaborate foil-wrapped chocolates but offering a cleaner, more modern experience. Food historian Polly Russell adds that the lack of residue after consumption reinforced Maltesers’ early appeal to women, offering indulgence without guilt or mess.

From slimming symbol to humor and representation

Maltesers’ messaging has evolved over the decades to reflect societal changes. In the 1990s, the brand moved away from its slimming-focused roots and embraced humor and self-expression. Campaigns from that era began to feature young women with belly button piercings and playful banter, aligning the brand with emerging trends in youth culture.

More recently, Maltesers has leaned into inclusive messaging. Advertising has tackled subjects like motherhood, menopause, and disability, positioning the brand as one that speaks directly—and sensitively—to its audience. Kain observes that few brands have managed to connect with consumers in such an authentic and adaptable way.

A classic in a modern world

The legacy of Maltesers is a rare combination of innovation and tradition. Introduced during the golden age of British confectionery—alongside the Mars Bar, Terry’s Chocolate Orange, and KitKat—Maltesers stood out by appealing to modern women with a health-conscious angle. Their polished form predated the “melt-in-your-mouth-not-in-your-hand” tagline later used by M&Ms, and their connection to British identity only deepened through decades of cultural reference points.

Today, the honeycomb-centered chocolate still sparks joy and conversation. Whether used in celebration cakes, recalled in spy novels, or unwrapped in cinema ads, Maltesers continue to be a unifying symbol of British chocolate tradition. Their balance of crunch, sweetness, and polish has turned them from a 1930s novelty into a timeless treasure.

And perhaps that’s why, almost 90 years since their debut, Maltesers remain not just a treat, but a conversation. A memory. A symbol. And above all, a uniquely British cultural icon.