Why is it called Now and Later?

The name nods to the candy's chew — soft enough to eat now, but durable enough to save a piece for later.

Is it the same recipe since the 60s?

The core chewy fruit-square format has stayed consistent since it launched in 1962.

Image: Manual product image

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1970s · snacks

A stack of individually wrapped fruit-flavored squares, chewy enough to test a filling and sweet enough to keep going anyway.

Now and Later! Chewy fruit squares individually wrapped — eat one now, save the rest for later. If you can wait.

Unwrapping each little square felt like getting several separate pieces of candy from one pack.
The banana flavor had a cult following completely out of proportion to how it actually tasted.
It was dense enough that one piece lasted through an entire bus ride.

Now and Later was introduced in 1962 by the Sathers candy company.
Its dense, long-lasting chew was designed specifically to make it feel like more candy for the money.
The banana flavor is one of the most requested in the lineup despite being divisive among fans.

“fruit chew squares candy”, “now and later chews”, “individually wrapped taffy squares”

Why is it called Now and Later?: The name nods to the candy's chew — soft enough to eat now, but durable enough to save a piece for later.
Is it the same recipe since the 60s?: The core chewy fruit-square format has stayed consistent since it launched in 1962.