Now and Later
Now and Later is an American fruit-flavored, taffy-like candy brand sold as individually wrapped squares in colorful paper packaging.
Last updated August 22, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Now and Later is an American confectionery brand known for fruit-flavored, taffy-like candy formed into small squares and wrapped individually in colorful paper. The brand was created in Brooklyn, New York, in 1962 by Phoenix Candy Company. Its name expresses the intended consumption proposition: customers can eat some of the candy immediately and keep the remaining pieces for a later occasion. This combination of portioned pieces, relatively firm texture, and shelf-stable format became central to the product's identity. During the 1960s and 1970s, Phoenix Candy Company marketed Now and Later alongside other candy products and novelty items. The company also sold candy-and-toy products, including offerings associated with Flash Gordon, showing that Phoenix operated across both confectionery and licensed novelty merchandise during the brand's early period. Now and Later nevertheless developed as a distinct candy identity, relying on bright packaging and a broad selection of fruit-oriented flavors. The brand passed through a succession of corporate owners and confectionery portfolios. Phoenix was sold to Beatrice Foods in 1978. In 1983, Beatrice sold its confectionery business to Huhtamaki Oy of Finland, whose candy operations were consolidated under the Leaf name by 1986. Phoenix was subsequently sold to Finnish investment firm Kouri Capital and became Phoenix Confections. Nabisco acquired Phoenix in December 1992 and placed Now and Later within its LifeSavers division. After Nabisco was acquired by Philip Morris in 2000, the brand became part of Kraft Foods. In 2002, Catterton Partners acquired several confectionery brands from Kraft and Hershey, including Now and Later, and combined them within Farley's & Sathers Candy Company. Farley's & Sathers later merged with Ferrara Pan Candy Company in 2012, creating Ferrara Candy Company. Ferrara Candy Company manufactures and markets Now and Later as part of its confectionery portfolio. The brand is sold in Original, Chewy, and Morphs varieties. Its flavor range has included apple, banana, blue raspberry, cherry, cherry/apple splits, grape, strawberry, tropical lemonade, tropical punch, watermelon, wild fruits, and Original, which is also associated with pineapple. Availability can vary by product format and market. The brand's enduring positioning combines recognizable fruit flavors, individually portioned pieces, colorful packaging, and the playful promise embodied by its name: enjoyment can happen immediately or be saved for later.
History
Now and Later originated in Brooklyn, New York, in 1962, when Phoenix Candy Company created the fruit-flavored candy. The product was made as small squares and wrapped in paper, a format that supported both immediate consumption and keeping individual pieces for another time. Its name was designed to communicate precisely that behavior: a consumer could eat a piece now and save another piece for later. Phoenix operated in the broader candy and novelty-product business. During the 1960s and 1970s, it marketed Now and Later alongside candy-and-toy products, including Flash Gordon-related toys. The brand's identity, however, remained rooted in fruit flavors, colorful presentation, and individually portioned pieces. Corporate ownership changed repeatedly. Beatrice Foods purchased Phoenix in 1978. In 1983, Beatrice sold its confectionery business to Finland's Huhtamaki Oy. Huhtamaki consolidated its candy operations under the Leaf name by 1986. Phoenix was later sold to Finnish investment firm Kouri Capital and became Phoenix Confections. Nabisco acquired Phoenix in December 1992 and assigned Now and Later to its LifeSavers division. Nabisco's acquisition by Philip Morris in 2000 subsequently placed the brand within Kraft Foods. In 2002, Catterton Partners purchased several confectionery brands from Kraft and Hershey, including Now and Later, and organized them within Farley's & Sathers Candy Company. Farley's & Sathers merged with Ferrara Pan Candy Company in 2012, forming Ferrara Candy Company. Ferrara has continued to manufacture and market Now and Later as an active confectionery brand. The product has been offered in Original, Chewy, and Morphs varieties. Reported flavors include apple, banana, blue raspberry, cherry, cherry/apple splits, grape, strawberry, tropical lemonade, tropical punch, watermelon, wild fruits, and Original. Original is also associated with pineapple in descriptions of the flavor range. Across its ownership history, the brand has retained a consistent basic proposition: fruit-flavored candy squares in portable, individually wrapped portions, supported by a name that turns delayed consumption into part of the product concept.
- 2012
Ferrara Candy Company formed
[1]Farley's & Sathers Candy Company merges with Ferrara Pan Candy Company and adopts the Ferrara Candy Company name.
- 2002
Acquisition by Catterton Partners
[1]Catterton Partners acquires Now and Later and other confectionery brands and places them in Farley's & Sathers Candy Company.
- 2000
Brand moves into Kraft Foods
[1]Following Nabisco's acquisition by Philip Morris, Now and Later becomes a Kraft Foods brand.
- 1992
Nabisco acquires Phoenix
[1]Nabisco acquires Phoenix in December and places Now and Later within its LifeSavers division.
- 1986
Candy operations consolidated under Leaf
[1]Huhtamaki's candy businesses are consolidated under the Leaf name.
- 1983
Confectionery business sold to Huhtamaki
[1]Beatrice sells its confectionery company to Huhtamaki Oy of Finland.
- 1978
Acquisition by Beatrice Foods
[1]Phoenix Candy Company is sold to Beatrice Foods.
- 1962
Brand created in Brooklyn
[1]Phoenix Candy Company creates Now and Later in Brooklyn, New York.
Products and positioning
An accessible, playful fruit-candy brand built around individually wrapped squares, colorful packaging, multiple flavors, and the idea of enjoying a piece immediately or saving it for later.
Fruit-flavored candy · 1962
Now and Later Original
The traditional Now and Later offering consists of firm, taffy-like fruit candy formed into small squares and individually wrapped in paper. Original is also identified with a pineapple flavor in descriptions of the brand's range. The format emphasizes portability and portioning, allowing pieces to be eaten separately rather than consumed as one continuous confection.
Chewy fruit candy
Now and Later Chewy
Chewy is a softer-texture variation within the Now and Later product family. It retains the brand's fruit-flavored square format while presenting a more immediately chewable eating experience than the traditional firm version. The variety extends the core brand proposition without abandoning the individually portioned candy identity.
Fruit-flavored candy
Now and Later Morphs
Morphs is a Now and Later variety included among the brand's principal product formats. Available descriptions identify it as part of the same fruit-candy family, although detailed information about its specific flavor combinations or product development history is not established in the supplied reference material.
Brand decisions
2012
Merger creates Ferrara Candy CompanyM&ABackground
Farley's & Sathers Candy Company and Ferrara Pan Candy Company combined their confectionery operations.
Action taken
The merged company adopted the Ferrara Candy Company name, with Now and Later included in its brand portfolio.
Aftermath
Ferrara Candy Company became the manufacturing company associated with the continuing Now and Later brand.
2002
Transfer of Now and Later to Farley's & SathersM&ABackground
Catterton Partners acquired several confectionery brands from Kraft and Hershey as part of a portfolio transaction that included Now and Later.
Action taken
The brand was placed within Farley's & Sathers Candy Company.
Aftermath
Now and Later later became part of Ferrara Candy Company following the 2012 merger between Farley's & Sathers and Ferrara Pan Candy Company.
Recent events
- 2012
Ferrara Candy Company is formed through a confectionery merger[1]
M&A
Farley's & Sathers Candy Company merges with Ferrara Pan Candy Company and changes its name to Ferrara Candy Company, which becomes the manufacturer associated with Now and Later.
- 2002
Now and Later enters the Farley's & Sathers portfolio[1]
M&A
Catterton Partners acquires confectionery brands from Kraft and Hershey, including Now and Later, and places them within Farley's & Sathers Candy Company.
- 1978
Phoenix becomes part of Beatrice Foods[1]
M&A
Beatrice Foods acquires Phoenix Candy Company, beginning a series of ownership changes for the Now and Later brand.
- 1962
Phoenix Candy Company creates Now and Later[1]
Product launch
Phoenix Candy Company introduces Now and Later in Brooklyn, New York, establishing the fruit-flavored candy brand.
Sources1 sources
Cite this profile: Cite the canonical profile. /brand-wiki/now-and-later · Editorial policy · How profiles are compiled