Who Owns Maltesers?

Maltesers operates under Mars' "Cocoa for Generations" sustainability strategy, launched in 2018. The program targets 100% responsibly sourced and traceable cocoa. As of January 2023, Mars stated that all cocoa used in its products, including Maltesers, was sourced as deforestation and conversion-free. Mars works with over 350,000 farmers in its global cocoa supply chain.

Mars' Sustainable in a Generation Plan targets net zero greenhouse gas emissions across the full value chain by 2050, with an interim target of 50% reduction by 2030. As of 2024, Mars reported a 16.4% absolute reduction in greenhouse gas emissions against a 2015 baseline. Maltesers production benefits from these company-wide initiatives, including renewable energy adoption at Mars manufacturing sites.

Mars conducts human rights assessments across its cocoa supply chain and implements child labor risk mitigation programs with suppliers in Côte d'Ivoire and Ghana. The company's Workplace Code of Conduct sets social, environmental, and ethical expectations for all suppliers.

Maltesers does not carry independent Fairtrade certification. Mars uses its own Cocoa for Generations framework rather than third-party certification for its cocoa sourcing. The brand is not listed on Leaping Bunny or PETA databases, as these certifications apply to personal care and household products rather than food.

On packaging, Mars has committed to making all plastic packaging reusable, recyclable, or compostable by 2025. The company has not publicly disclosed specific progress for Maltesers packaging.

Maltesers won Marketing Week's Brand of the Year for its approach to diversity and inclusion in advertising. The award recognized the brand for casting disabled women, older women, women of color, and single mothers in its campaigns, which was unusual for confectionery advertising at the time.

Maltesers also won Channel 4's first diversity in advertising competition. The prize included a £1 million media package and established the brand as a leader in inclusive advertising within the UK confectionery sector.

In The Grocer's Britain's Biggest Brands 2025 survey, Maltesers ranked 35th among all UK FMCG brands by retail sales value, up from 36th the prior year. The brand has now delivered three consecutive years of sales growth. Maltesers also leads the bitesize and seasonal chocolate segment in the UK, according to Mintel's 2025 UK Chocolate Confectionery report.

In January 2018, Mars Ireland issued a recall for Maltesers Fun Size bags due to potential Salmonella contamination. The recall resulted from a logistics error: two pallets of chocolate products that had been isolated for destruction following a June 2017 recall were accidentally placed on the market by a third-party logistics partner. The affected products had batch code 720A1SLO00 and a best-before date of May 13, 2018. Mars Ireland worked with the Food Safety Authority of Ireland (FSAI) to remove the products. No illnesses were reported.

The 2018 incident followed a broader Mars chocolate recall in June 2017, when Salmonella was detected in ingredients used at the Mars plant in Slough, UK. That recall affected multiple Mars chocolate products and led to enhanced quality control protocols across the company's manufacturing operations.

In 2014, Mars accused The Hershey Company of copying Maltesers in the United States, filing a trademark infringement lawsuit. Mars asserted that it created the chocolate-covered malt ball candy in 1936 and branded it Maltesers. Hershey had owned the Malteser trademark in the United States for over 15 years. Hershey called the lawsuit "groundless" and defended against it. The dispute highlighted the complexities of global trademark protection in the confectionery industry.

Maltesers, like other chocolate brands, faces ongoing scrutiny over cocoa farming practices, deforestation, and packaging waste. Mars has addressed these through its Cocoa for Generations program, but the chocolate industry as a whole continues to face pressure from environmental organizations regarding its environmental impact.