Now and Later Candy: A Timeless Classic


Now and Later Candy


When it comes to iconic candies that have stood the test of time, Now and Later holds a special place in the hearts of candy lovers. With its unique long-lasting chew and array of bold flavors, it has become a beloved treat for generations. But what makes Now and Later candy so enduringly popular? Let’s delve into the history, evolution, and cultural significance of this timeless classic.

The Origins of Now and Later

Now and Later was first introduced in 1962 by the Phoenix Candy Company. The concept behind the candy was simple yet genius: a taffy-like candy that could be enjoyed now and saved for later, hence the name “Now and Later.” This clever marketing ploy highlighted the candy’s durability and long-lasting flavor, setting it apart from other confections of the time.

Evolution Over the Years

From its humble beginnings, Now and Later has seen numerous changes. Originally available in a few basic flavors, the candy has expanded to include a wide variety of tastes, from classic fruit to tropical blends and even sour versions. The packaging has also evolved, transitioning from simple wax paper wrappers to more modern, eye-catching designs.

Unique Selling Proposition

One of the key features that make Now and Later stand out is its long-lasting chew. Unlike other candies that dissolve quickly, Now and Later provides a prolonged chewing experience that allows the flavors to be savored over an extended period. This characteristic, combined with the extensive flavor variety, makes it a unique treat in the candy market.

The Science Behind the Chew

The secret to Now and Later’s long-lasting chew lies in its formulation. The candy is made from a blend of corn syrup, sugar, and partially hydrogenated soybean oil, among other ingredients. This combination creates a dense, taffy-like texture that softens as you chew, releasing more flavor and making it last longer than most other candies.

Popular Flavors

Over the years, Now and Later has introduced a plethora of flavors to cater to diverse tastes. Some classic favorites include cherry, apple, grape, and watermelon. Additionally, limited edition and seasonal flavors like mango, strawberry kiwi, and blue raspberry have kept the brand exciting and fresh.

Packaging Through the Decades

Initially, Now and Later was sold in simple wax paper wrappers, but as the brand grew, so did its packaging sophistication. Today, the candy is available in bright, colorful packs that attract attention on store shelves. The packaging not only protects the candy but also serves as a marketing tool, with each color indicating a different flavor.

Now and Later in Pop Culture

Now and Later has made its mark beyond the candy aisle, appearing in various movies, TV shows, and even music. It’s a nostalgic treat that often evokes memories of childhood, making it a popular choice for filmmakers and artists looking to capture a specific era or sentiment.

Marketing Strategies

The brand’s marketing strategies have played a crucial role in its success. Iconic advertising campaigns, often featuring catchy slogans and vibrant visuals, have kept Now and Later in the public eye. In recent years, the brand has also embraced social media and digital marketing, engaging with a new generation of candy lovers.

Global Reach

Now and Later’s popularity isn’t confined to the United States. The candy is available in many countries around the world, each with its own unique twist on the product. In some places, local flavors have been introduced to cater to regional tastes, demonstrating the brand’s adaptability and global appeal.

Nutritional Information

For those curious about what they’re consuming, Now and Later candies contain a mix of corn syrup, sugar, partially hydrogenated soybean oil, and artificial flavors and colors. While they’re a tasty treat, it’s worth noting that they are high in sugar and should be enjoyed in moderation.

How to Enjoy Now and Later

There’s no wrong way to enjoy a Now and Later. Some prefer to savor it slowly, letting the candy soften in their mouth before chewing, while others dive right in, appreciating the initial firmness. Beyond just eating, creative uses for Now and Later include incorporating them into desserts or using them as colorful decorations.

Fan Base and Community

The love for Now and Later extends to a dedicated fan base that shares memories, recipes, and reviews online. Various forums and social media groups are filled with enthusiasts discussing their favorite flavors and reminiscing about their first taste of this classic candy.

Challenges Faced

Despite its enduring popularity, Now and Later faces challenges from an ever-evolving candy market. Health trends and changing consumer preferences demand constant innovation. Additionally, fierce competition from new and established candy brands means Now and Later must continually adapt to stay relevant.

Future of Now and Later

Looking ahead, the future of Now and Later appears bright. Potential innovations might include new flavors, healthier ingredient formulations, and eco-friendly packaging. By staying true to its roots while embracing change, Now and Later can continue to delight candy lovers for generations to come.


Now and Later isn’t just a candy; it’s a cultural icon that has delighted taste buds for over half a century. Its unique long-lasting chew and wide range of flavors ensure it remains a favorite. Whether you’re savoring it slowly or chomping down eagerly, Now and Later offers a sweet experience that truly lives up to its name.


What are the main ingredients in Now and Later candy?

Now and Later candies primarily contain corn syrup, sugar, partially hydrogenated soybean oil, and artificial flavors and colors.

How many flavors of Now and Later are there?

There are dozens of flavors, including classic fruit varieties like cherry and watermelon, as well as limited edition and seasonal flavors.

Is Now and Later candy gluten-free?

Yes, Now and Later candies are gluten-free.

Where can I buy Now and Later candy?

Now and Later candy is available at most major retailers, online stores, and in many countries around the world.

Why is Now and Later candy so long-lasting?

The candy’s long-lasting chew comes from its dense, taffy-like formulation, which softens slowly and releases flavor over an extended period.

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