Vegan Candy Smarties Get a Millennial Makeover


Nearly 70-year-old vegan brand Smarties Candy Company recently got a brand makeover. Co-presidents (and sisters) Liz Dee and Jessica Dee Sawyer, along with their cousin Sarah Dee, redesigned the packaging for their iconic candies to be more appealing to younger consumers. In conjunction with the re-branding, Smarties launched a visually-driven Instagram campaign that tasks artists with creating shareable art that appeals to millennials that has increased the vegan brand’s fanbase by 1,000 followers every week. “With the #smartART campaign, artists and designers are creating one of a kind vegan candy art,” Smarties co-president Liz Dee said. “I went vegan because of my work at Smarties, and it’s wonderful to see our candies being turned into these cruelty-free masterpieces.” As part of the campaign, Smarties partnered with DonorsChoose.org and will match up to $25,000 in donations to distribute art supplies to classrooms in need across the country. In addition to her work at Smarties, Liz Dee launched female empowerment organization Vegan Ladyboss in 2016 in her NYC apartment to create a space for women (and those that identify as women) to discuss animal advocacy issues, which has since expanded to host events in seven countries.  

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