Mars Chocolate and Fairtrade International today announced an agreement to introduce the first Fairtrade labelled Mars product — Maltesers.
The move, which will appear in stores in 2012 in the UK and Ireland, will contribute in excess of US $1 million in annual Fairtrade Premium funds for cocoa farmers to invest in their farms, business organisations and communities.
Maltesers is the third biggest confectionery brand in the UK, and its switch will represent more than a 10% increase in total UK Fairtrade sales. (see Note 3 in Fairtrade Foundation section below).
Harriet Lamb, executive director of the Fairtrade Foundation said: “This is brilliant news for cocoa farmers. It means that from next year, every Maltesers ball we enjoy will deliver a little bit of extra magic, supporting the farmers who grew the cocoa to invest in a brighter future.”