The Sweet Story of Now & Later: A Beloved Candy Brand

For many, the mention of Now & Later instantly brings back fond memories of childhood candy treats. This iconic brand has been a staple in the world of confectionery for decades, captivating generations with its unique texture, varied flavors, and nostalgic appeal. In this article, we'll delve into the history behind this beloved candy brand and explore what makes it so special.

A Candy That's Both Fun Now and Later

Now & Later is more than just a candy; it's an experience. The name itself signifies the joy of savoring its flavor both immediately ('now') and over time ('later'). Each piece is individually wrapped, making it easy to share or enjoy on-the-go. With flavors like strawberry, cherry, grape, banana, and apple, there's something for everyone.

The Unique Texture

One of the key factors behind Now & Later's enduring popularity is its distinctive texture. When initially consumed, the candy is firm and requires some chewing. However, as it warms up and softens in the mouth, it becomes easier to chew and enjoy the fruity flavors. This unique texture has been a major factor in the brand's success.

A Brief History

Now & Later was first introduced in 1962 by the Phoenix Candy Company, which later became a subsidiary of the Beatrice Foods Company. The candy was created as a variation of the popular taffy-like candy known as square caramels. Over the years, Now & Later has undergone various ownership changes, with Beatrice Foods selling the brand to Leaf Candy Company, and eventually, the Hershey Company acquiring Leaf in 1996.

Pop Culture Appearances

Now & Later has made appearances in movies, TV shows, and various forms of media, further cementing its place in pop culture. Its distinctive packaging, featuring vibrant colors and bold lettering, adds to its appeal and recognizability.

Now & Later is a candy brand that has stood the test of time, continuing to bring fruity fun to candy lovers worldwide. With its unique texture, range of flavors, and nostalgic appeal, it's no wonder this beloved candy remains a popular choice among enthusiasts. Whether enjoyed now or savored for later, Now & Later is a treat that will continue to delight for generations to come.

Now and later candy logo