Now and Later: the candy that keeps you hanging since 1962 — "Eat some now, save some for later"!

The Brooklyn story that conquered America

In 1953, Harry and Joseph Klein, father and son, bought the Phoenix Candy Company in Brooklyn — a small confectionery specializing in taffy, barley sugar and Halloween candies. In 1962, they invented a new candy: little fruity squares wrapped individually in colored paper, with a texture halfway between hard candy and chewing gum. They named them "Now and Later" — an invitation to eat some now and save some for later. By the mid-1970s, Now and Later made up 90% of the company's sales. A meteoric success!

The brand then passed through several hands — Beatrice Foods, Leaf, Nabisco, Farley's & Sathers — before landing in 2012 at Ferrara Candy Company (the same group as Laffy Taffy, Nerds and SweeTARTS). Today, Now and Later keeps reinventing itself with new flavors and formats while keeping its signature recipe.

The Now and Later texture — what makes this candy unique

The Now and Later texture is really in a class of its own. It's not a hard candy, it's not a chewing gum, it's not a caramel. It's something between the three — firm on the first bite, then gradually chewy (stretchy and melty) as you chew it. The fruity flavors are intense and persistent — they linger long in the mouth, which justifies the name "Now and Later" even better!

The Now and Later products at MYAM

The Now and Later range splits into two big families:

The Now and Later Chewy in individual flavors — each bag contains a single flavor, intense and authentic. Strawberry, Apple (tangy green apple), Cherry, Grape, Watermelon (refreshing), Tropical Punch (tropical fruit punch), Blue Raspberry (tangy), Banana (sweet) and Pineapple. Each flavor is a fruity explosion in itself!

The Now and Later Morphs Mixed Fruit Chews — the most innovative and addictive format in the range! The Morphs are candies that change flavor as you eat them. You start with one flavor — and as you chew, the flavor evolves, transforms, "morphs" into something different. It's the surprise candy that never stops amazing you!

Tips to enjoy Now and Later

Now and Later are best at room temperature for optimal texture. Slightly warmed (a few seconds in your pocket), they become softer and meltier — perfect if you prefer a less firm texture. And for the most patient: save a few "for later" in a drawer — they stay delicious for several days!

Where to buy Now and Later in Europe?

Now and Later is impossible to find in regular European stores. My American Market, the hunter of American pop food, imports them to you straight from Brooklyn. Express delivery!

Into chewy American candies? Check out Laffy Taffy, Starburst and Sour Punch in our shop too!