Now and Later

American brand of fruit-flavored taffy-like candy

Now and Later is a brand of fruit-flavored taffy-like candy that is known for its long-lasting chew. The candy is manufactured by Ferrara Candy Company, a subsidiary of Ferrero SpA.

History

The Now and Later brand was created in 1962 by The Phoenix Candy Company. The name "Now and Later" was meant to suggest that the candy could be enjoyed both immediately and later on, due to its long-lasting chew. Originally, the candy was sold in squares, and the slogan "Eat some now, save some for later" was used to market the product.

In the 1970s, the brand was acquired by Beatrice Foods, and later it became part of the Nabisco portfolio. Eventually, the brand was sold to the Farley & Sathers Candy Company, which merged with Ferrara Pan to form the Ferrara Candy Company.

Product Description

Now and Later candy wrapper

Now and Later candies are known for their hard, chewy texture that softens as it is chewed. The candies are individually wrapped and sold in packs of several pieces. They are available in a variety of fruit flavors, including cherry, grape, apple, banana, and watermelon, among others.

The candy's unique texture and flavor profile have made it a popular choice among consumers who enjoy a candy that offers a prolonged chewing experience. The candies are often compared to Starburst and Laffy Taffy, but they are distinct in their firmer texture.

Flavors

Now and Later candies come in a wide range of flavors, which are often rotated and updated to keep the product line fresh and appealing. Some of the classic flavors include:

• Cherry
• Grape
• Apple
• Banana
• Watermelon

In addition to these, the brand has introduced various limited edition and seasonal flavors over the years.

Manufacturing Process

The manufacturing process of Now and Later involves creating a taffy-like base that is flavored and then cut into squares. The squares are individually wrapped to maintain freshness and prevent them from sticking together. The candy is then packaged into multi-piece packs for retail distribution.

Cultural Impact

Assorted Now and Later candies

Now and Later has maintained a strong presence in the candy market due to its distinctive texture and flavor. It has been a staple in American candy culture, often found in convenience stores, supermarkets, and vending machines.

The candy has also been referenced in popular culture, including music and television, highlighting its status as a recognizable and nostalgic brand.

Related Pages

• Ferrara Candy Company
• Taffy (candy)
• Starburst (candy)
• Laffy Taffy