On Maltesers's official history page, Mars Inc. is mentioned 0 times. The brand tells a story of Australian origin while the corporate reality is carefully omitted.
Maltesers are ultra-processed confectionery containing multiple industrial ingredients including glucose syrup, emulsifiers, and flavourings.
Maltesers was invented in 1936 by Forrest Mars Sr. while establishing Mars operations in the UK, originally marketed as a lighter chocolate option for women watching their weight. The brand grew under Mars Confectionery (formerly known as Masterfoods) and became a British cinema staple. Despite its quintessentially British identity — reinforced by decades of UK advertising — Maltesers has always been owned by the Mars family of Virginia, USA. The Mars corporation remains one of the world's largest privately-held companies, with the founding family maintaining tight control across generations.
Maltesers leans heavily into its British origins and cheeky UK advertising persona, while the Mars corporate connection is minimised on consumer-facing materials. The Australian website focuses on product fun, not ownership lineage. It's not deceptive per se — Mars isn't hiding — but they're certainly not volunteering it either.
Profits flow to Mars, Incorporated headquarters in McLean, Virginia, ultimately benefiting the Mars family — consistently ranked among the world's wealthiest dynasties. Australian revenue contributes to a global empire spanning pet food, confectionery, and food products worth over $45 billion annually.
Every Maltesers purchase supports a US-based multinational's Australian operations rather than local confectioners. Mars employs Australians at its Ballarat factory, but strategic decisions and profits ultimately serve American shareholders.
For Australian-made chocolate alternatives, consider Haigh's Chocolates (SA family-owned since 1915), Koko Black (Melbourne-founded premium chocolatier), or Robern Menz (SA-based, makers of FruChocs and other local treats).