Liz Dee shares how Smarties Candy Company is cruelty-free.
by Maria Mooney
Categories: Animals, Causes, Vegan
Tags: .

You’ll be hard-pressed to find someone in America who doesn’t have a childhood memory of Smarties candies. Turns out, these nostalgic sweets are as compassionate as they are colorful.

Liz Dee, granddaughter of the candy creator and current company executive, is proud to let consumers know that the iconic Smarties candies are 100% vegan. A page on the company’s website is dedicated to the cruelty-free declaration, stating, “There is no need to worry about your dietary and ethical choices coming in conflict with satisfying a sweet tooth.” It goes on to say, “We are delighted to offer a compassionate candy to satisfy the vegan sweet tooth!” Even the gummy candies offered by the candy company are free of animal products.

Dee grew up a devoted omnivore, but after doing some research at work to answer customers’ questions about whether or not the candies were vegan, the executive became a vegan “in a matter of minutes”. She told Mercy for Animals, “As I was researching veganism and figuring out how to write about it, I experienced a complete change of heart. The information was so compelling, the evidence so concrete, and the suffering so abominable, that I became convinced to go vegan myself.” She adds, “In short, animal products are cruel and unnecessary, and I feel much better off without them!”

The compassionate businesswoman stays true to her veganism by eschewing all animal products. She says, “I also avoid purchasing, wearing, or using non-vegan clothes or products.” But she takes her morals and ethics one step further by advocating for animals. “I love participating in animal advocacy; it fills me with hope. Last year, I overcame my fear of leafleting and now leaflet regularly. It is an incredibly empowering way to advocate for animals,” she proclaims. Dee also volunteers with local vegan student groups, lends her time and efforts to Mercy For Animals and is an associate producer for Our Hen House podcast.

The vegan entrepreneur encourages others like her to continue their brave commitments to the animals. Dee shares some advice for other animal lovers who are spreading the cruelty-free message in the business world. “Vegan businesses should strive to be better than their non-vegan rivals in every way. Through appealing to omnivores and vegans alike, you hugely expand your target market. This allows for the possibility of greater success and a larger impact for farmed animals”, she says. Her message is as strong as her morals, and it is wonderful to see in a world that has the potential to be all about profit.

Photo Credit: Flckr

VIA Mercy For Animals

About Maria Mooney

Maria Mooney, MSW, LSW, is a raw vegan licensed social worker, certified holistic health coach, research and editorial assistant at and freelance writer. After years of suffering with chronic health conditions, she is healing herself through a plant-based diet, radical self-care and consuming self love, and she wants to teach you how to do the same. She has done it all, including the Gerson Therapy and Hippocrates Health Institute's Life Transformation program. She knows how to make delicious juices, grow wheat grass, sprout anything and everything, create mouth-watering, healthy treats, grow shoots and more! She is also licensed in the mental health field and loves to marry mental health healing with physical healing to teach her clients to be themselves, love themselves and heal themselves. Contact her at for a free health consultation today!

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    Bravo! Excellent article on an important subject!

  • Inquisitive

    Cool, but she could be a little more concrete about whether this means they avoid sugar processed through bone char (e.g., organic, beet, whatever).