The Smarties Candy Company will celebrate its 70th anniversary with a re-branding its iconic candy in time for the Halloween.
The third-generation-run confectionery Smarties will refresh the look of its candy with the re-branding but made sure that it will still be recognizable.
Smarties co-president Liz Dee said: "We’ve retained the classic candy silhouette. What was most important to us was for people to see it, recognize it, and know it’s a Smarties roll.” She added: "You’re still looking at a candy roll with a Smarties word mark inside, but the color scheme has been tweaked. The colors are a little bit more vibrant in some areas and muted in others, and we actually tweaked the font to be slightly more modern.”
Along with her sister and cousin, Dee took the helm as co-president in 2017 to continue the legacy founded by his grandfather, Edward Dee, in 1949. The second generation candymaker from England started production of the classic candy rolls in a rented factory in Bloomfield, New Jersey, using a pellet-making machine left over from WWII as a candy tablet presser.
The company was originally named Ce De Candy Company but Edward later changed it to Smarties. Liz narrated that "He chose the name Smarties because he wanted to encourage people to be smart. Education has always been very important to him.”
Over the decades, the candy company has been able to survive wars and recessions. Dee claims that this was because it remains an affordable indulgence. She argued: “This is a simply treat that people turn to when perhaps other things are out of reach. I know the first thing to go for me when I’m budgeting is travel. So things that are everyday treats, that bring joy to my life, stay. I think other people feel that way too. So yes, I think Smarties are recession-proof, and I hope we don’t have to find out anytime soon.”
