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Vintage Treats

Make A Come-Back


Chew On This Katherine Furor Remember the saying, “like kids in a candy store?” Its more applicable than ever today, as adults embrace the sweet treats of their childhoods. Mike And Ike, Hot Tamales, Peeps, Cow Tales, colorful swirl lollipops, flat taffy, Tootsie Rolls and the recently revived Astro Pops are coming on strong, as a wave of nostalgia washes over candy land. Just born Inc.’s Hot Tamales and Mike and Ikes brands for example, celebrated their 60th and 70th anniversaries respectively last summer, dressed in limited edition, vintage packaging designed “to capture the spirit and personality f the brands across the decade,” Linda Biondo, assistant brand manager of the Bethlehem, PA based company, says. “The packaging taps into each brand’s history and consumers’ emotional connections with their favorite candies.” That “oldies but goodies” theme is evident industrywide, candy manufacturers report. Andrew Schuman,


Price Check Classic



Gumball Sucker Chocolate Bar Gummys ( 5 ounces) Cotton Candy

1¢ 3¢ 5¢ 8¢ 25¢

25¢ 75¢ $1.00 $1.40 $2.50




president and CEO of Denver, CO based Hammond’s Candies, has seen a resurgence of interest in old-fashioned candy products like the company’s Honey Koo, coconut fondant covered in milk chocolate and shaved coconut. “Our business is up almost 100% over the last three years,” reports Schuman, who attributes the surge to “great quality, great service, great products, and a bit to the economy. As people looked for comfort they looked to nostalgic products,” he says. “I believe this is here to stay. That is why we are looking at other nostalgic brands whether candy of novelty items to add to our company.” The same childhood memories driving candy sales can be powerful motivators, too: The December 2010 “re-introduction” of Astro Pops, the first ones shipped since 2004, occurred thanks to one entrepreneur’s sweet recollections of childhood. “I bought the rights to Astro Pops since they were my favorite candy growing up,” Ellia Kassoff says. “When I heard Spangler stopped making them, I just couldn’t let the candy die off!” Fans of the rocket-shaped candy, invented in 1963, are ecstatic. “You should see the emails and calls I get from


Nostalgia, especially during a recession,

brings back a great feeling of simplicity


People want to remember their childhoods and nostalgic candy helps them do just that.

To this day classic treats such as lollipops and cotton candy are commonly found and purchased at fairs, carnivals, and amusement parks. people that have such a connection to Astro Pops,” Kassoff says. “Nostalgia, especially during a recession brings back a great feeling of simplicity… a time when you didn’t have to worry about bills, losing your home or going to war. I received a touching email from someone who was begging to give her sister Asro Pops after she lost her husband in Afghanistan. People want to remember their childhoods and nostalgic candy helps them do just that.” The vintage candy may taste the same, but recipes have changed and the prices have jumped with the times. Hershey products no longer have milk chocolate and Hershey’s Kissables are now labeled “chocolate candy” instead of “milk chocolate.” Inflation is the biggest reason for price increases, the classic gumball has gone from 1 cent to 25 cents, but specialty treats like cotton candy have dramatically jumped in price. While it may be pricey, the traditional treats still continue in environments like state fairs and amusement parks. The price jump is because people are likely to shell out that additional cash for the sake of tradition and the comfort of nostalgia. There are myriad “oldies but goodies” that candy lovers old and young alike continue to turn to ¬ and many haven’t changed since they were introduced decades ago. Hammond’s Candies’ Honey Koko, for example, are made the same way they were when Hammond’s original owner, Karl T. Hammond Sr., introduced it in 1920. And the chewy, chocolaty Tootsie Roll – which launched Chicago based Tootsie Roll Industries in 1896¬ is made with the same recipe Austrian immigrant Leo Hirshfield used to craft the first individually wrapped penny candy that he sold in his small candy shop in New York City. Through the decades and from pennies to to quarters, candy is here to stay. Change comes with the times, but those few classics hang in as people keep scooping it up



Vintage Candy Magazine Article  

A class assignment to design a magazine article.

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