Now & Later
Now & Later History
Now & Later is a popular candy brand that has been enjoyed by candy lovers for several decades. Let's delve into the history behind this chewy and flavorful treat.
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.
The name "Now & Later" was chosen to highlight the candy's unique 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. The candy's name also signifies the experience of savoring the taste both immediately ("now") and over time ("later").
Now & Later candies come in a variety of flavors, including strawberry, cherry, grape, banana, and apple. Each candy is individually wrapped, making it convenient for sharing or enjoying on-the-go.
Over the years, Now & Later has undergone various ownership changes. Beatrice Foods sold the brand to the Leaf Candy Company, which was later acquired by the Hershey Company in 1996. Today, Now & Later is still produced and distributed by the Hershey Company.
Now & Later has remained a popular choice among candy enthusiasts due to its long-lasting flavor, chewy texture, and variety of fruity options. The candy's distinctive packaging, with vibrant colors and bold lettering, adds to its appeal and recognizability.
Now & Later candies have found their way into pop culture, making appearances in movies, TV shows, and various forms of media. They are often enjoyed as a sweet snack, used as a treat for kids, or included in candy assortments and party favors.
The enduring popularity of Now & Later can be attributed to its unique texture, range of flavors, and the nostalgia it evokes for many individuals who grew up enjoying this classic candy. Whether enjoyed now or savored for later, Now & Later remains a beloved candy brand that continues to bring fruity fun to candy lovers worldwide.
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