Now And Later
Now and Later is a brand of fruit-flavored taffy-like candy manufactured by Ferrara Candy Company. It was initially created in 1962 by The Phoenix Candy Company in Brooklyn, New York.
The candy is formed into squares packaged in colorful paper. Its unique selling point is that it can be enjoyed now and later due to its long-lasting chew.
The brand offers a variety of flavors, including traditional options like cherry, grape, and apple, as well as more exotic and contemporary flavors. The candy is available in both Traditional and Chewy varieties, with the Chewy lineup adding flavors such as Pink Lemonade to its selection.
Several companies have owned the brand over the years, starting with the Phoenix Candy Company, which was sold to Beatrice Foods in 1978.
Beatrice Foods merged with Leaf in 1983, and Leaf was later sold to Nabisco in 1992. Farley's & Sathers Candy Company bought it in 2002 after Kraft/ Philip Morris acquired Nabisco.
In 2012, Farley's & Sathers Candy Company merged with Ferrara Pan Candy Company, and the company name was changed to Ferrara Candy Company, where Now and Later is still produced.
Throughout its history, Now and Later has maintained its popularity by introducing new flavors and varieties, such as Now and Later Extreme Sours and Now and Later Splits.
The brand has also engaged in cultural and promotional activities, including partnerships with Historically Black Colleges and Universities (HBCUs) to celebrate leadership and entrepreneurship.
Now and Later is a long-standing and popular fruit-flavored taffy-like candy known for its unique texture and diverse flavors. It has a rich history and has been a favorite among candy lovers since its introduction in 1962.