Kids went wild when, in 1962, the Phoenix Candy Company came out with the Now and Later bar. Each Now and Later bar consisted of several individually wrapped taffy squares, and the bars were available in close to fourteen flavors.
The name was selected to suggest to customers that they eat some of the taffy squares in the bar right away and save the rest for another occasion.
The Phoenix Company goes back to 1919, when a little candy company in Brooklyn, New York, was turning out penny saltwater taffy. In 1953, the company became the Phoenix Candy Company, which struck gold with its popular product.
The candy brand has been owned and made by several companies between that time and today, featuring Beatrice Foods, Hershey, Farley & Sather's Candy and currently by the Ferrara Candy Company
Now and Laters Memories
The candy I remember the most was the Now & Later. When I was in the 7th grade at Allen Junior High in Austin, Texas I use to get dropped off at school a little early every morning and so I would go to the only store in our neighborhood at that time, that sold orange Now & Laters. I would go and try and get back to school on time. By the way we were not suppose to LEAVE campus.
One time I went to the store which was about 4 blocks way when I saw my father driving by and I had to run in a creek to hide. No he never saw me but that was really close. You think all that for a .21 cent with tax package of candy. The store was Govalle Drug store and it is still in business. Thanks for giving me the chance to tell this story that happened so long ago. ~ Shirley from Texas