Now and Later

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Now and Later
Loose Now and Laters

Now and Later is a brand of fruit-flavored taffy-like candy manufactured by Ferrara Candy Company. The candy is formed into squares packaged in colorful paper. The original Now and Later colors were red, green and blue and many more. Throughout its lifetime, Now and Later has developed many unique flavors (see list below). Nineteen flavors are currently available in both the Traditional and Chewy variety.[1]

The slogan "Share the Square", replaced the original "Eat Some Now, Kid."[citation needed]


The Phoenix Candy Company goes back to 1919, when a little candy company in the Bush Terminal neighborhood of Brooklyn, New York was turning out penny salt water taffy. In 1953 New York father and son team Harry and Joseph Klein purchased the Phoenix Candy Company from Charles Cari, and began manufacturing Atlantic City-style salt water taffy, peanut brittle, and Halloween candy. In 1962 the Kleins brought in vacuum cookers to replace open fire kettles to save on cooking and cooling time, along with a German-made machine that produced 150 bars a minute, launching production of Now and Later taffy candy bars. The name Now and Later was meant to suggest to customers that they eat some of the taffy squares in the bar right away and save the rest for another occasion.[1] By 1976 the Kleins had expanded the business to 16 machines which ran 2 shifts per day, six days a week. They also sold several candy-and-a-toy products.[2]

In 1978 Joseph Klein sold the Phoenix Candy Company to Beatrice Foods.

On March 16, 1978 the Fortnightly Club of Redlands wrote the following about Joseph Klein:[3]

Joseph Klein is considered a man of great ingenuity and business acumen. He expanded his Brooklyn-based, salt-water taffy business into a multi-million dollar candy business. Few of us have heard of the copyrighted name, "Now and Later". It is a ten-cent candy bar of nine beige-colored squares. Candy bars are generally consumed in a few minutes. This bar, being taffy and being divided into nine portions, gives about thirty minutes of delectable, drooling, many-flavored, teeth-decaying chewing. The "kids" could eat some now and save some for later. Hence the name, "Now and Later". "Now and Later" was the "brain-child" of Joseph Klein. The October 15, 1976, Forbes quotes Mr. Klein: "In the salt-water taffy business (his original business) you work ten months of a year and ship two months, so you need a lot of capital and you're constantly building inventories. We decided that the secret of this business would be something you could ship year-round and get paid for in ten days." The something was the "Now and Later". A trial run of the candy bar in New York was a success. Now Joseph Klein had to find a machine to produce the bar economically.

He found it in Germany. It could produce 150 bars a minute. Again quoting Mr. Klein in the Forbes article: "In September or October of 1966 the product took off. From then on we were buying one or two machines a year. We had a tiger by the tail and we had to keep up with it."

And keep it, they did! In 1976 Mr. Klein had sixteen candy making machines that ran two shifts each day, six days a week. Each machine makes 150 bar a minute. If my computer is correct, Mr. Joseph Klein produces over two million bars each day. Barring (no pun) breakdowns and strikes, that is about 700 million candy bars annually. What a lot of tooth aches! And all from Joseph Klein!

The company merged with Leaf in 1983, and sold it to Nabisco in 1992. Farley's & Sathers Candy Company bought it in 2000 following Kraft/ Philip Morris acquisition of Nabisco. In 2012 Farley's & Sathers Candy Company merged with Ferrara Pan Candy Company and the name of the company was changed to Ferrara Candy Company.[4] Now and Later's are currently produced by Ferrara Candy Company.

Now and Later flavors[edit]

Note: Not all flavors are currently produced


  1. ^ a b "Fun Facts". Archived from the original on September 26, 2013. Retrieved 2013-10-23. 
  2. ^
  3. ^ "Redlands Web". Redlands Web. 2012-08-14. Retrieved 2013-10-23. 
  4. ^ "Farley's & Sathers to merge with Ferrara Pan". Star Tribune. Retrieved 2013-10-23. 

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