The company has set a global target to source all of its cocoa from certified sustainable sources that avoid child labour by 2020.
Mars has claimed that Maltesers’ move to Fairtrade is expected to increase total retail value of UK Fairtrade product sales by 10% compared to the previous year.
It is estimated that the move will contribute around US $1 million in annual Fairtrade Premium funds for cocoa farmers to invest in their farms, business organisations and communities.
Fiona Dawson, president of Mars Chocolate UK, said: “Fairtrade is an organisation that has a great impact on the ground in West Africa and partnering with them is another step towards our 2020 goal of 100% certified sustainable.”
This month, Mars announced that it had purchased 10% of its total cocoa supply as certified sustainable. It said that it was on course to exceed its 20% target for this year.
In the first year of Maltesers going Fairtrade, Mars will buy around 5,000 metric tonnes of Fairtrade cocoa.