Discover What Makes Now and Later Candy So Popular

Last updated 3 months ago | Originally Published: September 23, 2024

If you’ve ever craved a candy that combines lasting flavor with a chewy texture, chances are you’ve reached for some Now and Later candy! This iconic, all-American candy brand is a staple in candy aisles in every state and beyond, offering a variety of flavors and options, which you’ll discover here in this article! Learn about this brand’s history, popularity, and most FAQs, plus discover its diverse, ever-expanding line of products! 

History of Now and Later Candy

The Phoenix Candy Company introduced Now and Later candy in 1962. The name suggests you can enjoy some candy now and save the rest for later, emphasizing the long-lasting flavor of the taffy-like squares. Over the years, ownership changed hands multiple times, with notable companies like Beatrice Foods and Nabisco taking the helm. 

Today, Now and Later is produced by Ferrara Candy Company, a subsidiary of Ferrero Group. The candy was initially available in just a few flavors but expanded its range as its popularity grew. Its unique selling point was its firm texture that softened as you chewed, offering an extended flavor experience. This innovation set it apart from other candies of its time.

The Popularity of Now and Later Candy

Now and Later has maintained a loyal fan base thanks to its enduring quality, wide variety of flavors, and ability to stay relevant through decades of changing trends. Its popularity surged in the 1980s and 1990s, solidifying it as a favorite among millions of candy lovers! The candy’s presence in culture, with mentions in songs and movies, has helped cement its place as an American classic.

Now and Later has entered into several meaningful partnerships in recent years. For example, in 2023, the brand partnered with La La Anthony to launch the ‘Pause Now, Hustle Later’ campaign, awarding $50,000 in grants to emerging Black-owned self-care brands. This initiative is part of the broader campaign, highlighting and amplifying Black voices. The campaign aims to support the next generation of changemakers who Champion, Hustle, Empower, and Win (C.H.E.W.) while at the same time improving their communities.

Through the C.H.E.W. program, Now and Later collaborated with Historically Black Colleges and Universities (HBCUs) to honor and support Black community leaders and entrepreneurs in the United States. Also, in 2021, the program donated financial grants to the Mass Media Arts department at Clark Atlanta University and the Cathy Hughes School of Communications at Howard University, demonstrating the brand’s commitment to uplifting Black voices and fostering talent.

By combining its iconic flavors with impactful partnerships, Now and Later is now an all-American candy brand loved by millions nationwide and beyond. Furthermore, it has become a brand that respectfully embraces cultural and community-driven initiatives, making it relevant to new generations of candy lovers, like you or someone you know and love! 

Varieties of Now and Later Candy

Now and Later offers several varieties to suit different preferences. Let’s examine each’s unique characteristics.

1. Original: The Original Now and Later is known for its hard texture that gradually becomes chewy. The classic version started it all, offering intense, long-lasting flavors.
2. Chewy: The Chewy variety is perfect for those who prefer a softer texture from the start. It provides the same burst of flavor as the original but with an immediately pliable consistency.
3. Morphs: Morphs are a bold innovation in the Now and Later lineup. These candies feature flavor-changing technology, offering four unique flavor combinations in one piece. The candy transforms from one flavor to another as you chew, providing a dynamic taste experience.

Flavor Profile

Now and Later boasts an impressive array of flavors. Below is a table showcasing the available options across different varieties.

Flavor	Original	Chewy	Morphs
Original Mix	✔️	✔️
Berry Smash	✔️
Banana	✔️	✔️
Watermelon	✔️	✔️
Strawberry	✔️	✔️
Cherry	✔️	✔️
Apple	✔️	✔️
Grape	✔️	✔️
Blue Raspberry	✔️
Pineapple	✔️
Tropical Punch	✔️
Morphing Flavors			✔️

Where to Buy Now and Later Candy

Now and Later candy is widely available in the USA, but if you’re looking for the best deals and selection, then Candy Retailer is the place to go, and luckily for you, you’re already here! Sure, you can find single packs at supermarkets, convenience stores, and gas stations for a quick fix; however, when it comes to buying in bulk, getting access to a full range of flavors, and saving money, Candy Retailer is unmatched.

Indeed, we offer a much wider selection than typical retail stores. You won’t be limited to just a few flavors on the shelf. We carry all the varieties—Original, Chewy, and Morphs—in a range of convenient bulk sizes. So, if you’re planning a party, want to stock up on your favorite flavor, or are a die-hard Now and Later fan, we have you covered. Here’s what you’ll find here at Candy Retailer:

• 24-Pack Boxes: Available in all flavors, including Original, Chewy, and Morphs. Perfect for variety seekers or sharing.
• 120-Count Jars: This option is perfect for parties, candy bowls, or anyone who just loves snacking on Now and Later.
• 1lb Bags: An excellent choice for those who want a good supply without overcommitting.
• 385-Count, 60oz Jar of Original Mix: This is the ultimate option for fans of Now and Later. With nearly 400 pieces of candy, you’ll never run out!

Better Value Than Other Marketplaces

When you shop with Candy Retailer, you’re getting a mix of all your favorite candies and saving money! Compared to marketplaces like Amazon, our prices are nearly half the price because we don’t have to inflate costs to cover high seller fees. Plus, our delivery time is the same—typically 1-3 days—so you get your candy fast without overpaying. When you buy from us directly, you get more for your money, with no middlemen driving up the cost.

So, if you’re serious about your candy or buying for an event, Candy Retailer offers the best selection, largest quantities, and lowest prices while delivering the same speed and convenience as larger online retailers. Don’t miss out—get the best deals and the widest variety by shopping with us here at Candy Retailer. Click below to discover all that we have in store! 

FAQs About Now and Later Candy

Is Now and Later Halal?

Unfortunately, Now and Later candies don’t carry a Halal certification. Therefore, they may contain ingredients like gelatin or other additives that aren’t Halal-compliant. Check the packaging or contact the manufacturer for the most recent information. Based on our search, they’re not considered Halal, but some flavors may still be safe to consume, so definitely check first before eating. 

Is Now and Later Kosher?

Based on our research, Now and Later candies aren’t certified Kosher in the United States. They may contain ingredients that are not permissible under Kosher dietary laws. Always check the packaging for certification symbols or consult the manufacturer.

Is Now and Later Gluten-Free?

Now and Later candy is generally considered gluten-free as it doesn’t contain wheat, barley, or rye. However, it’s produced in facilities that may handle gluten-containing products. If you have celiac disease or severe gluten intolerance, it’s best to check the label or contact the manufacturer for confirmation.

Is Now and Later Vegan-Friendly?

The Original Now and Later candies may not be vegan-friendly due to the presence of ingredients like confectioner’s glaze. However, formulations can change, so it’s advisable to read the ingredient list or reach out to the manufacturer for the latest information.

Is Now and Later Considered Taffy?

Now and Later is often compared to taffy due to its chewy texture. However, it’s categorized as a fruit chew rather than a traditional taffy. The primary difference lies in the cooking process and ingredients used. 

Why Buy from Candy Retailer?

Compared to popular marketplaces like Amazon, Candy Retailer offers prices that are nearly half as much. With the same 1-3 days delivery time, you won’t have to wait longer for your favorite candy. Since high seller fees don’t burden Candy Retailer, they can pass the savings directly to you. Buying from them is a money-saver every time!

Get In Touch

We’d love to hear from you! We’ve opened up the comment section below, where you can share your favorite or not-so-favorite Now and Later candy stories, experiences, recommendations, and questions. You can also connect with us on Facebook to stay updated on new candy drops, the latest candy news, and current sales and discounts. Let’s keep the conversation going!