Terry's's Slogans & Taglines

Terry's traces its origins to 1767, when Bayldon & Berry opened a confectionery shop in York, England. In 1823, Joseph Terry joined the business, and by 1850 it had become Joseph Terry & Sons. The brand's golden era began in 1923 when grandsons Frank and Noel Terry took the helm, building the iconic Art Deco Terry's Chocolate Works factory in 1926. It was here that legendary products were born: the Chocolate Apple (1926), Terry's All Gold (1930), and the iconic Terry's Chocolate Orange (1932). After World War II, production shifted decisively toward the Chocolate Orange. The brand changed hands multiple times—Colgate-Palmolive (1977), United Biscuits (1982), Kraft Foods (1993), Mondelēz International (2012), and Carambar & Co. (2016). The York factory closed in 2005, ending 238 years of local production, though the brand remains a powerful symbol of British chocolate heritage.

The brand's core products are chocolate and confectionery, led by the iconic Terry's Chocolate Orange—an orange-flavoured milk chocolate ball segmented like a real orange. Its portfolio also includes Terry's All Gold boxed chocolates and seasonal gifting lines, all crafted from the secret recipes developed in York.

From slogans such as "Smash it to pieces, love it to bits" and "Tap it and Unwrap it" to the Dawn French catchphrase "It's not Terry's, it's mine," the brand built an identity around playful indulgence. Later campaigns urged consumers to "Don't tap it…Whack it!" This journey reflects a shift from a family-run York apothecary to one of Britain's most beloved and nostalgic chocolate institutions.