Smarties's Slogans & Taglines

Smarties are colour-varied sugar-coated chocolate confectionery that has delighted generations since 1937. Originally created by Rowntree's of York in 1882 as "Chocolate Beans," the brand was renamed Smarties in 1937 to appeal more to children. The iconic slogan "Only Smarties have the answer" has been in use since the late 1970s, while the earlier jingle "Do you eat the red ones last?" remains a beloved cultural touchstone. Traditionally sold in cardboard tubes with colourful plastic lids imprinted with alphabet letters—turning candy into an educational tool—Smarties were later repackaged in a hexagonal box design in 2005. The eight vibrant colours include the legendary orange Smartie, originally made with orange-flavoured chocolate. Acquired by Nestlé in 1988, Smarties are now produced in Germany and Canada and remain a symbol of British confectionery heritage, childhood nostalgia, and the enduring belief that a little colour can make every bite an adventure.