It’s taken them a long time to join the party but chocolate firm Mars has finally announced it will launch it’s first Fairtrade product, Maltesers, from next year.

Maltesers is the third biggest confectionery brand in the UK, and so the switch to fairtrade chocolate will be a welcome boost to overall UK fairtrade sales.

The move will lead to more than $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: “I am very excited that Mars in the UK is at the forefront of this global agreement, as we switch Maltesers in 2012 which also marks the 75th anniversary of this much-loved product.

“Mars is looking to lead the way in enabling certification for the whole cocoa sector, and this agreement with Fairtrade is a significant step in the drive for cocoa sustainability worldwide.”

Harriet Lamb, executive director of the Fairtrade Foundation, said the announcement is “brilliant news” for cocoa farmers, adding: “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.”

Michael Nkonu, director of Fairtrade Africa which represents farmers and producers across the continent, said: “We’ve been working hard to support and strengthen our networks of Fairtrade-certified cocoa farmers in west Africa.

“Many farmers in the Ivory Coast region are still struggling to re-establish their lives and build up their farms following the recent troubles.

“This agreement couldn’t be more timely, and will help enable a better future for farmers.”

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