Now and Later is an American brand of fruit-flavored taffy-like candy manufactured by Ferrara Candy Company. The candy is formed into squares and packaged in colorful paper. The candy is sold in Original, Chewy, and Morphs varieties.[1]
The name Now and Later was meant to suggest to customers that they can eat some now and save some for later.[2]
Company history
Now and Later was created in Brooklyn, New York in 1962 by Phoenix Candy Company.[3] In the 1960s and '70s, Phoenix sold sold several candy-and-a-toy products, including Flash Gordon toys alongside Now and Later candy.[3][4] In 1978, Phoenix was sold to Beatrice Foods. In 1983, Beatrice sold its confection company to Huhtamaki Oy of Finland, which merged its candy businesses under the Leaf name by 1986. Phoenix was then sold to Finnish investment firm Kouri Capital and became Phoenix Confections.[5]
In December 1992, Nabisco acquired Phoenix and placed Now and Later within its
Flavors
The twelve flavors of Now and Later available are apple, banana, blue raspberry, cherry/apple splits, cherry, grape, strawberry, tropical lemonade, tropical punch, watermelon, wild fruits, and "original" (also known as "pineapple" or "original pineapple").
See also
External links
References
- Products www.nowandlater.com, retrieved 2025-07-08^
- Fun Facts Ferrara Candy Company, retrieved 2013-10-23^
- Liz Parker Kuhn. The lasting legacy of Now and Later candy Snack Food & Wholesale Bakery, March 19, 2025, retrieved 2025-07-08