Razzles

Razzles was introduced in 1966 by Fleer, the confectionery company also associated with Dubble Bubble. Its defining product concept was unusual for the candy category: the piece was consumed first as a hard candy and then changed into chewing gum as it was chewed. The original flavor was raspberry, and the product's launch communications emphasized the two-stage experience with the slogan and jingle “First it's a candy, then it's a gum.” The brand name was linked to the proposed fictional flavor “Razzleberry,” although that flavor plan was not completed. Other fanciful flavor names, including “Zuzzleberry Zash” and “Tropical Tash,” were also associated with flavor concepts that did not become established core products. The brand later expanded its actual range beyond raspberry. Orange, lemon, and grape were added as fruit flavors, followed in later years by tropical-fruit and sour assortments. Fleer eventually sold the Razzles brand, and the brand became part of Concord Confections' portfolio. Concord Confections was established in 1986; the available reference does not specify the exact year in which it acquired Razzles, only that the acquisition occurred sometime after Concord's formation. In 2004, Tootsie Roll Industries acquired Concord Confections. That transaction transferred Razzles to Tootsie Roll Industries, which is identified as the brand's current owner in the supplied material. Razzles has also maintained a cultural presence beyond product packaging and advertising. It appears as a favorite candy in the 2004 film 13 Going on 30 and is mentioned in episodes of The Venture Bros., American Dad!, The Walking Dead, and Psych. These references draw on the brand's recognizable name and its candy-to-gum premise. The available sources do not provide sufficient information to document current manufacturing locations, headquarters, sales, pricing, advertising expenditure, or detailed distribution strategy. Consequently, the documented history is strongest on product concept, flavor development, ownership changes, and popular-culture references.

• 2004

  Tootsie Roll Industries acquired Concord Confections

  [1]Razzlesen.wikipedia.org

  Tootsie Roll Industries acquired Concord Confections, bringing Razzles into its portfolio.

• 2004

  Razzles featured in 13 Going on 30

  [1]Razzlesen.wikipedia.org

  Razzles appeared as a favorite candy of the protagonists in the fantasy-comedy film 13 Going on 30.

• 1986

  Concord Confections formed

  [1]Razzlesen.wikipedia.org

  Concord Confections was established. The Razzles brand was acquired by Concord sometime after this date, although the precise acquisition year is not specified in the reference material.

• 1966

  Razzles introduced

  [1]Razzlesen.wikipedia.org

  Fleer introduced Razzles as a confection that begins as hard candy and becomes chewing gum while being chewed. Raspberry was the original flavor.

A playful novelty confectionery positioned around the transformation from hard candy to chewing gum, with recognizable fruit flavors and a strongly nostalgic American identity.

• Candy-to-gum confectionery · 1966

  Original Raspberry Razzles

  The original Razzles product introduced in 1966. Its raspberry-flavored piece begins with a hard-candy texture and gradually becomes chewing gum, embodying the brand's defining two-stage consumption experience.

• Flavored candy and chewing gum

  Fruit-flavored Razzles

  A broader flavor range developed after the original raspberry product. Documented fruit varieties include orange, lemon, and grape, extending the brand's format while retaining the candy-to-gum transformation.

• Fruit-flavored candy and chewing gum

  Tropical Fruit Razzles

  A tropical-fruit assortment added to the Razzles line. The available reference identifies it as a later product addition but does not specify its launch date, individual flavors, or current availability by market.

• Sour candy and chewing gum

  Sour Razzles

  A sour assortment that extends the brand into a more tart flavor profile while preserving the signature transition from candy to gum. The supplied reference does not provide a launch year or detailed flavor list.

• 1966First it's a candy, then it's a gum

  United States

  The launch advertising slogan and jingle explained Razzles' distinguishing product transformation: the piece starts as candy and becomes gum during chewing. The campaign also described the small round pieces as playful and enjoyable.

  Outcome. The slogan became closely associated with the brand's core proposition and remains its best-known positioning statement.

  Source

• 2004

  Tootsie Roll Industries acquires Concord ConfectionsM&A

  Background

  Razzles had become part of Concord Confections after originally being produced by Fleer. Tootsie Roll Industries acquired Concord Confections in 2004.

  Action taken

  The acquisition transferred ownership of Razzles to Tootsie Roll Industries.

  Aftermath

  Razzles became part of the Tootsie Roll Industries portfolio. The supplied material does not provide transaction value, integration details, or subsequent financial results.

  Source

1. 1Razzlesen.wikipedia.org