Now and Later

Now and Later candies, created in 1962 by The Phoenix Candy Company in Brooklyn, New York, are famous for their unique "now and later" eating experience. Initially hard and firm, these taffy-like squares gradually soften as you chew, delivering a long-lasting burst of fruity flavor. The name itself playfully suggests you can enjoy some immediately and save the rest for later.

This distinctive texture, combined with a wide array of vibrant fruit flavors like cherry, apple, and grape, made Now and Later an instant hit. Over the decades, they've evolved with "Chewy" and "Morphs" varieties, maintaining their appeal as a fun, portable, and enduring American candy classic.

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