Leaf Brands

American candy company

Leaf Brands logo

Leaf Brands, LLC is an American confectionery company known for reviving nostalgic candy brands. The company was originally founded in the 1940s and has undergone several transformations over the decades. Today, Leaf Brands is recognized for bringing back classic candies that were once popular in the United States.

History

The original Leaf Brands was established in the 1940s by the Leaf family. It became one of the largest candy companies in the world, known for producing a variety of popular candies. In the 1990s, the company was sold and its brands were absorbed by other companies.

In 2011, Leaf Brands, LLC was re-established by Ellia Kassoff, who aimed to revive the nostalgic brands that had been discontinued. The new Leaf Brands focuses on bringing back classic candies that evoke a sense of nostalgia among consumers.

Products

Leaf Brands is known for reviving several iconic candy brands. Some of the notable products include:

• Astro Pop: Originally created in the 1960s, Astro Pop is a cone-shaped lollipop that was reintroduced by Leaf Brands in 2012.
• Bonkers: A fruit-flavored candy that was popular in the 1980s, Bonkers was brought back by Leaf Brands with its original flavors.
• Hydrox: Often considered the original sandwich cookie, Hydrox was reintroduced by Leaf Brands in 2015, marketed as a "cleaner" alternative to similar cookies.
• Wacky Wafers: A flat, disc-shaped candy that was popular in the 1970s and 1980s, Wacky Wafers were revived by Leaf Brands with their original flavors and packaging.

Business Strategy

Leaf Brands focuses on the nostalgia market, targeting consumers who have fond memories of the candies from their childhood. The company emphasizes the use of original recipes and packaging to maintain the authenticity of the products. This strategy has allowed Leaf Brands to carve out a niche in the competitive confectionery market.

Related pages

• Confectionery
• Candy
• Nostalgia marketing