How Smarties Became a Canadian Lunchbox Staple

A colourful bowl of Smarties served in the form of the classic candy-coated chocolaty treats is beloved among the generation of Canadians.

Smarties have proved to be more than just candies in Canada because they remind people of their childhood. Over the decades, kids across the country have loved these candies. The rainbow-coloured chocolates that are packed inside the little boxes have captured the hearts of millions. Canadian Smarties have become the staple treat, especially in school lunchboxes.  Canadian Smarties have a rich history and have also earned a good position in the hearts of the Canadian culture.

Here, we will be exploring how the Smarties have earned their iconic status over the years. In particular, we are going to talk about the Canadian Smarties that are made of milk chocolate covered in a candy shell. Note that we are not discussing the tablet candies that are referred to as Smarties in the USA.

A Colorful History from the UK to Canada

Smarties didn’t actually start out in Canada. They were first introduced in 1937 by the British confectioner H.I. Rowntree & Company in the UK. Originally called “Chocolate Beans,” the name was soon changed to Smarties, and the candies were sold in a signature cardboard tube with a colorful cap. Children loved the packaging – the plastic caps even had letters on them, making them fun collectibles. The treats made their way to Canada around the same time, and Canadian kids quickly fell in love with the vibrant little candy-coated chocolates. By the mid-20th century, Smarties were being produced locally; in fact, Nestlé (which acquired Rowntree) eventually built its largest Smarties factory outside of Europe in Toronto, Canada. This meant Canadians had a steady supply of fresh Smarties, firmly rooting the candy in Canadian daily life.

From the beginning, Smarties were marketed as a fun treat for kids, which helped them become a lunchbox regular. The candies come in eight bright colors – red, orange, yellow, green, blue, purple (mauve), pink, and brown – and part of the fun was that every box was a surprise mix. Parents found Smarties to be an easy add-on to lunches or an after-school snack, and children loved comparing their favorite colors. Over time, as Canadian-born generations grew up, Smarties became intertwined with nostalgia and national pride (after all, these were Canadian Smarties, and “outsiders” didn’t know what they were missing!).

The Making of a Canadian Icon

What truly cemented Smarties as a cultural icon was clever marketing and the shared experiences of those who grew up with them. One of the most famous advertising jingles in Canada asked: “When you eat your Smarties, do you eat the red ones last?” This catchy song from the 1970s was so enduring that it ran through the 1980s and early 90s, lodging itself into the memory of virtually every Canadian kid. The jingle playfully probed how people liked to eat their Smarties – do you sort them by color, save the best for last, suck them slowly, or crunch them quickly? It became a schoolyard conversation piece. In fact, everyone seemed to have a “Smarties ritual,” and comparing how you ate them was half the fun. Some popular ways included:

• Color savoring – Many kids would pour out their Smarties and eat them color by color, often saving red for last (in homage to the jingle).
• Slow melt vs. quick crunch – Some would let each Smartie dissolve slowly to savor the chocolate, while others chomped them right away for that candy shell crunch.
• Shake and share – It’s hard to resist rattling the box of Smarties like a tiny maraca. The sound was part of the experience! Kids would shake the box, then maybe share a few candies with friends (if they were feeling generous).
• All at once – Of course, a few impatient candy lovers would just dump a bunch of Smarties into their mouth at once to enjoy a burst of chocolatey goodness.

That whimsical jingle and the traditions it inspired gave Smarties a sentimental edge. Even as years passed, the candy’s branding stayed familiar. Nestlé did refresh the packaging in 2005 – replacing the old tube with a new hexagonal box design – but they kept fun elements like printing a letter or trivia question on the lid, which still gave kids something to play with The slogan also evolved to “Show your colors!” in 2013, emphasizing the bright candy hues, but before long the company brought back the classic “red ones last” tagline due to popular demand. Some things have staying power, and for Canadians, that simple question about red Smarties is one of them. It’s a reflection of how deeply Smarties are woven into childhood memories.

Why Smarties Became a Lunchbox Staple

What makes Smarties such a perfect lunchbox treat, anyway? There are a few smart reasons parents and kids alike have favored these candies over the years:

• Perfect portion size: Smarties have traditionally been sold in small, snackable boxes (around 45g in a standard box). It’s just the right amount to tuck into a lunch without going overboard on sugar. Kids get a treat, and parents can feel okay knowing it’s a modest portion. There are even mini boxes (often seen at Halloween or birthday parties) that are ideal for younger kids or a quick sweet bite at lunch.
• No mess, no fuss: Because of their candy shell, Smarties won’t melt all over the inside of a lunchbox the way a plain chocolate bar might. They can survive a morning in a schoolbag without turning into goo. The slogan for a similar candy, M&M’s (“melts in your mouth, not in your hand”), rings true for Smarties as well. This makes them a parent-approved choice – less mess means fewer chocolate fingerprints on school papers!
• Kid appeal: The bright colors and fun crunch of Smarties are practically tailor-made for kids. Opening a box to see a rainbow of candy is an instant mood-lifter during a long school day. The candies are small enough that kids can eat a couple at a time, stretch them out and make it a mini-game (as evidenced by all those “red ones last” debates). In an age before fancy gadget toys, a simple box of Smarties could entertain a child, at least for a few minutes.
• Tradition and nostalgia: For many parents in Canada, giving Smarties to their children is a way to share a piece of their own childhood. Mom or Dad likely grew up with Smarties as a special treat, so continuing that tradition feels comforting and familiar. Packing a box of Smarties in a lunch can be a small act of love, a nod to happy memories that parent and child are now sharing.
• Dietary friendly (for school environments): In recent years, concerns about food allergies and artificial ingredients have grown. Smarties have kept up by removing artificial dyes in Canada (since 2009, all the colors are from natural sources) and Smarties are peanut-free, made in a peanut-free facility. This is a huge plus for school settings, as many schools ban peanut products. Parents know they can include Smarties without risking allergic reactions or breaking school rules, unlike some other chocolates. That factor alone has helped Smarties remain a go-to snack in the era of peanut allergies.

Affordability has also played a role. Compared to some other chocolate treats, Smarties have been reasonably priced, meaning they were an accessible luxury for families. Our own shop prides itself on offering these candies at an even better price than competitors, keeping this classic treat affordable for everyone. (Yes, our price for Smarties is lower than most – we know how important it is to keep your snack stash budget-friendly!)

With all these advantages, it’s easy to see why Smarties earned a spot in so many lunchboxes. They hit the sweet spot of being fun, tasty, and convenient – a smart choice indeed for a treat.

Smarties Across the Border: A Tale of Two “Smarties”

At this point, you might be thinking, “What about Smarties in the USA?” Here’s where things get interesting. If you offer a box of Smarties to an American friend, you might get a confused look at first. That’s because in the United States, “Smarties” means something completely different: a tart, chalky sugar candy (sold in rolls) that Americans often eat at Halloween. In Canada (and much of the world), however, Smarties are chocolate candies. The two are not the same, but they share a name – and that’s not a coincidence.

Smarties chocolate candies have never been mass-distributed in U.S. stores due to a trademark issue. An American candy company already uses the Smarties name for their sugary tablets (known as Rockets in Canada), so Nestlé can’t market chocolate Smarties under that name in the States. For a long time, this meant American chocolate lovers simply didn’t have Smarties on their radar unless they traveled abroad. But that has changed thanks to the internet and modern shipping. Nowadays, the demand to send Canadian Smarties to USA has surged. American fans who have visited Canada or heard about our Smarties are keen to get their hands on them, and thankfully, they can.

In fact, entire businesses (like ours) have sprung up to fulfill the sweet desires of cross-border candy enthusiasts. We happily ship Canadian Smarties to USA customers so they too can experience what they’ve been missing. It’s always fun to see the reactions: many Americans try Canadian Smarties for the first time and say, “Wow, these are like M&M’s, but some even prefer the taste of Smarties!” The milk chocolate center and the thicker crunchy shell give Smarties a unique bite that wins people over. Plus, there’s the novelty factor – tasting an iconic Canadian treat makes for a great story. If you have American friends or family, sharing a box of Smarties with them can be a small cultural exchange (and a chance for you to play the “Do you eat the red ones last?” jingle and watch them scratch their heads).

The good news is that if you’re an American craving Smarties, you no longer need a Canadian pen-pal to mail you some. With a few clicks, you can order Canadian Smarties to USA through online stores and get them delivered right to your door. It’s never been easier to enjoy this treat no matter where you live.

Where (and How) to Enjoy Smarties Today

Smarties have stood the test of time. They’re not only a lunchbox staple but have expanded their delicious domain in creative ways. Walk into any Canadian grocery or convenience store, and you’ll likely find Smarties in various formats – the classic small box, larger share-size boxes or bags for those who can’t get enough, and even special edition Smarties (seasonal colors for holidays, for example). Nestlé has also introduced a Smarties chocolate bar (imagine a milk chocolate bar embedded with mini Smarties pieces – a candy lover’s dream!). And if you’re in Canada craving ice cream, you can find Smarties blended into frozen treats: the McDonald’s Smarties McFlurry and the Dairy Queen Smarties Blizzard have been popular menu items, showing that Smarties aren’t just for lunchboxes but for desserts of all kinds.

For those reading this and itching to relive some childhood joy, it’s easier than ever to Buy Canadian Smarties today. If you’re in Canada, any supermarket or corner store will hook you up – just look for that familiar bright-red Smarties logo. If you’re outside of Canada, no worries: you can Buy Canadian Smarties online with just a few taps. Our store specializes in bringing Canadian classics to the world, and we make sure you can get your Smarties fix wherever you are. (Remember, our prices are sweet too – you’ll likely find that you can Buy Canadian Smarties from us at a better deal than other retailers, so you can treat yourself without breaking the bank.)

When it comes to shopping, the Canadian smarties always recommend picking the extra boxes or a bulk bag. These are the fantastic toppings, especially when you are using them for topping the ice cream or baking. All you will have to do is sprinkle them on the Cupcakes or mix them into the cookie dough, which will add a beautiful colour. Also, these are the perfect treats when you wish to gift someone. People who have never tried these before will also fall in love with them.  If you're having kids, then it's worth considering that the smarties will be with a special little tradition.

No matter what event it is, movie night or picnic, you can share a bag of Smarties with everyone, and they will love it.

A sweet legacy

The smarties have come out in the form of some of the most beloved sweet treats, with their origins in 1930s England. In Canada, they have a symbol in the form of the carefree childhood days, in addition to having close relevance to the cultural experience. Any Canadian adult will be reminded of their childhood, especially when they used to share these treats with their friends. The nostalgia for these candies is quite powerful, and this is one of the reasons why they are still quite preferred even today.  Kids today, with the same enthusiasm, are also loving these sweet treats. When it comes to sharing the story of how the Smarties became a Canadian lunchbox staple, there are stories of the generations that have always enjoyed these treats. Regardless of which part of Canada you've grown up in of Canada ripping open a box of Smarties has always become a memorable moment. The bite-sized pieces of happiness are all known for their colour and texture. What people used to love was to grab a box, have some fun and share with people around. The candies can spark smiles across the ages and borders, and are one of the reasons why they're also considered special even today. Buy Canadian Smarties as it is easier to share the joy with everyone when people fall in love with the chocolaty crunch and understand why they have become the beloved staple in Canada.