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Chewy candy and taffy · 1960s

Now and Later

Hard little squares of fruit taffy that soften as you chew, wrapped in bright paper. First made in 1962 by Phoenix Candy Company, Brooklyn, New York.

Still made 1962

By Original Candy House editors · Updated · How we check our facts

Now and LaterSINCE1962STILL MADE
Our illustration, not the real wrapper.
First made1962
Made by thenPhoenix Candy Company, Brooklyn, New York
Made by nowFerrara Candy Company
StatusStill made
TypeChewy candy and taffy

What it is

Hard little squares of fruit taffy that soften as you chew, wrapped in bright paper.

The story

  • 1962: first made by Phoenix Candy Company, Brooklyn, New York.
  • 1978: Beatrice Foods takes over.
  • 1992: Nabisco takes over.
  • 2002: Farley's & Sathers takes over.
  • 2012: Ferrara Candy Company takes over.

Fun facts

  • The name says it: eat some now and save some for later.
  • In the 1960s and 1970s it came packed with toys like Flash Gordon figures.

Is Now and Later still made?

Yes. Now and Later is still made, by Ferrara Candy Company. Look for it at candy shops that stock old-fashioned candy, or search for Now and Later on Amazon.

If you like Now and Later

  • Starburst (1968): Square, juicy fruit chews in strawberry, cherry, orange and lemon.
  • Big Hunk (1950s): A long, flat bar of chewy honey nougat packed with roasted peanuts.
  • Chick-O-Stick (1950s): A crunchy, flaky peanut butter stick rolled in toasted coconut.
  • Laffy Taffy (1970s): Soft, stretchy fruit taffy with a joke printed on every wrapper.

See every candy from the 1960s or all chewy candy and taffy.

Frequently asked questions

When did Now and Later come out?

Now and Later was first made in 1962, by Phoenix Candy Company, Brooklyn, New York.

Who makes Now and Later now?

Ferrara Candy Company.

Is Now and Later discontinued?

No. Now and Later is still made by Ferrara Candy Company.

Questions and memories from readers

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Sources

Checked October 22, 2026. Now and Later is a trademark of its owner; this page is not connected to the maker. How we check our facts.

More candy from the same years

1964100 Grand Still made 1963Astro Pops Back on sale 1960Fruit Stripe gum Discontinued 1962Lemonhead Still made 1966Razzles Still made by 1960Sixlets Still made