Food and Beverage
Now and Later: The Candy That Taught Us Patience (and Stuck to Our Teeth)
A nostalgic look at Now and Later candy, its history, bold flavors, and why cherry remains a childhood favorite for generations.
Assorted flavors of Now and Later candies, a chewy taffy made by Farley’s and Sathers and sold in the United States. Image Credit:
Now and Later candy has been a staple of American childhood for generations, known for its bold fruit flavors and famously long-lasting chew. First introduced in 1962, the candy became a cultural icon of corner stores, schoolyard trades, and after-school treats. Among its many flavors, cherry stood out as a fan favorite—delivering a rich, lingering taste that made Now and Later more than just candy, but a shared memory of growing up.
A Candy Built to Last
Now and Later candy was introduced in 1962 by the Phoenix Candy Company, and its name was more than clever branding. It was a promise. You could enjoy it now—and still be chewing it later. Unlike many candies that dissolved quickly, Now and Later were intentionally firm, almost stubbornly so. They softened as you chewed, rewarding patience with long-lasting flavor.
That firmness became part of the experience. You didn’t rush a Now and Later. You worked through it.
Cherry: The Standout Flavor
While the brand offered plenty of bold fruit options—grape, apple, strawberry, watermelon—cherry stood apart. It wasn’t subtle. It was rich, sweet, slightly tart, and unmistakably artificial in the best possible way. Cherry didn’t fade quickly either. It lingered, coating your taste buds and staying with you through the entire chew.
Ask anyone who grew up with Now and Laters, and many will tell you the same thing: cherry was the one you hoped to pull from the pack.
A Ritual, Not Just a Candy
Now and Laters weren’t just eaten—they were managed. Some kids warmed them in their pockets to soften them. Others bit off tiny pieces to make them last longer. There were unspoken rules: don’t pull too hard, don’t rush it, and never assume you’d be done in five minutes.
In a way, Now and Later taught a small lesson in patience—long before we had endless scrolling, instant gratification, or same-day delivery.
A Cultural Snapshot of Childhood
Candy like Now and Later represents a time when small pleasures mattered. A quarter or a dollar could buy a moment of joy that lasted through recess, the walk home, or an afternoon bike ride. You didn’t need a screen or a subscription—just a square of candy in a bright wrapper.
It’s no coincidence that Now and Later remain deeply nostalgic for people who grew up in the 1970s, ’80s, and ’90s. They’re tied to a physical, tangible childhood—one where time moved slower and experiences lasted longer.
Still Around, Still Remembered
Though ownership of the brand has changed over the years, Now and Later still exist today, and the flavors remain recognizable. But for many, the real magic lives in memory: that first bite, that stubborn chew, and that unmistakable cherry taste that refused to quit.
Some candies are forgettable. Now and Later—especially cherry—weren’t.
They didn’t just give us something sweet.
They gave us something to hold onto.
Want to get the full story? The links below dive deeper into the history of Now and Later candy, its flavors, and why it’s still remembered decades later. If this sparked a few childhood memories, they’re worth checking out.
- Official Now and Later Brand Page (Ferrara Candy Company)
- The History of Now and Later Candy – CandyHistory.net
- Now and Later Candy History – OldTimeCandy.com
- A Brief History of Now and Later Candy – Mental Floss
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