BLUE Smarties are set be scrapped this summer after York confectioners Nestl Rowntree decided to remove artificial colours from the famous chocolate beans.

The company says it had difficulties replacing the blue colouring with natural colouring, and so decided to replace the blue Smarties with white ones.

The move to get rid of artificial colours follows claims that they can make children hyperactive and cause them to have tantrums.

Nestl said today that its decision fitted with consumer trends towards balanced lifestyles, and it was expected to please parents who were becoming increasingly health aware and wanted more "permissible options" for their children.

Brand manager Birte Leiner said that 84 per cent of Smarties packs were bought by adults on behalf of children.

"By introducing this initiative to Smarties - one of the nation's favourite treats, we are responding to increased consumer demand for less artificial ingredients."

A spokeswoman said that blue Smarties were introduced in 1989 as a replacement for the brown version. She insisted that the change of colour would not mean any change in the sweet's flavour.

She revealed that other famous Nestl products had already become free of artificial colours, with the entire Rowntree range - including Fruit Pastilles, Fruit Gums and Jelly Tots, which are not made in York - having made the move last summer.

"Sales of the Rowntrees brand have already increased by more than nine per cent this year - highlighting its popularity with shoppers," said the spokeswoman.

She said the changes would be highlighted in a £3 million media campaign to be launched this summer, which includes TV advertising targeted at parents.

"What's more, the "no artificial colours" message will be featured on relevant Smarties packs, and special displays will be mounted in-store to make sure that parents are well informed of the choices available to them."

She said the company had a long-term focus on improving the nutritional qualities of existing products and on launching new, great tasting products that people could easily integrate into their diets.

Updated: 08:49 Tuesday, May 09, 2006