Now and Later

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Now and Later packaging
Loose Now and Laters

Now and Later is an American brand of fruit-flavored taffy-like candy manufactured by Ferrara Candy Company. The candy is formed into squares packaged in colorful paper. Twelve flavors are currently available in both Traditional and Chewy varieties.[1][failed verification]


Now and Later was created in Brooklyn, New York in 1962 by The Phoenix Candy Company.[2]

The name Now and Later was meant to suggest to customers that they are going to like them now and then want some more later.[1][3] Alluding to the candy's signature chewy texture, the name also suggests that if one puts a piece in one’s mouth now, one will still be chewing it later. The Phoenix Candy Company also sold several candy-and-a-toy products.[4] In 1978, Phoenix was sold to Beatrice Foods.

The company merged with Leaf in 1983, and sold it to Nabisco in 1992. Farley's & Sathers Candy Company bought it in 2002 after 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.[5]


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".[6]

See also[edit]


  1. ^ a b "Fun Facts". Ferrara Candy Company. Archived from the original on September 26, 2013. Retrieved 2013-10-23.
  2. ^ "Now and Later". 2014-07-17.
  3. ^ "Redlands Web". Redlands Web. 2012-08-14. Archived from the original on 2013-10-16. Retrieved 2013-10-23.
  4. ^ Liebig, Jason (2012-03-16). "Phoenix Candy Company's Candy-and-a-Toy – Flash Gordon". Retrieved 2016-09-15.{{cite web}}: CS1 maint: url-status (link)
  5. ^ Hughlett, Mike (2012-05-24). "Farley's & Sathers to merge with Ferrara Pan". Star Tribune. Retrieved 2013-10-23.{{cite news}}: CS1 maint: url-status (link)
  6. ^ Wilson, Laurnie (2014-03-26). "Now & Later: Taffy Now, Taffy Later".

External links[edit]