Darrell Lea's Slogans & Taglines

Darrell Lea is an Australian confectionery icon born from a family’s resilience and a clerk’s spontaneous inspiration. Founded in 1927 by the Levy family in Sydney, the company was officially named when a registration clerk suggested using the youngest brother’s name—Darrell—replacing Levy with Lea. Through the Great Depression, the family lived by the motto "Freshness and Affordability," working fourteen-hour days to ensure every treat remained accessible. The brand’s legendary creations emerged from this spirit: the first Rocklea Road in 1928, the accidental invention of soft-eating black liquorice in 1957, and the iconic Batch 37 that became a national obsession. Today, Darrell Lea champions sustainability with 100% sustainably sourced cocoa and palm oil-free recipes, while its modern slogan "Makes It Better" captures the optimism baked into every bite. From a humble factory beneath the Sydney Harbour Bridge to global shelves, Darrell Lea remains a symbol of Australian ingenuity, family craft, and the sweet joy of simple pleasures.