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Now and Later: The Long-Lasting Fruity American Candy
Discover Now and Later, the legendary American chewy candy that is truly unlike any other! The name itself is a promise: a bit firm when you first bite into it "Now", it becomes incredibly soft and chewy "Later". Invented in 1962, these intensely fruity little squares have become an absolute classic in US schoolyards. Whether you crave Grape, Watermelon, Banana, or Blue Raspberry, treat yourself to our colorful selection on Pop's America and enjoy a flavor explosion that lasts a very (very) long time!
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Now and Later: The Candy That Takes Its Time
In a fast-paced candy world where treats disappear in seconds, Now and Later has always played a different game: the game of patience. Created in Brooklyn in 1962, this cult brand invented a unique concept that has left its mark on generations of American kids. Rather than a stick of gum that loses its flavor or a candy that dissolves too quickly, this magic little square offers a true two-step textural experience.
At first, the candy is firm, forcing you to chew it slowly (that's the Now). But as you chew, the magic happens: the candy softens, becomes wonderfully chewy (the Later), and releases an incredibly bold and persistent fruit flavor. It is the ultimate pocket-sized candy to keep the fun going all day long.
An Avalanche of American Flavors on Pop's America
At Pop's America, we’ve imported an incredible variety of flavors so you can taste the bold, fun side of US confectionery. Packed in their historic rectangular wraps, our Now and Later Chewy treats are waiting for you in plenty of varieties:
- The Fruity Classics: Fall for the intense Cherry, the refreshing Watermelon, or the sweetness of Strawberry and Apple.
- 100% US Favorites: Taste the flavors Americans are obsessed with, like the legendary Blue Raspberry or the surprising Grape.
- Tropical Escapes: Get away with Banana, Pineapple, or the explosive Tropical Punch.
- The Morphs Experience: Check out the Now and Later Morphs, fun candies that actually change flavor as you chew them!
Why Do Americans Love This Candy So Much?
In the United States, Now and Later is a multi-generational favorite. Highly affordable, it has always been the go-to snack to trade at recess or keep stashed in your jeans pocket. Its unique texture allows the flavor to coat your palate far longer than average candies. It is the perfect companion for a relaxing break, meant to be enjoyed without any rush.
Frequently Asked Questions (FAQ)
Why is the candy called "Now and Later"?
The name directly refers to the unique texture of the candy: it is firm and solid at first bite (Now), and then it becomes soft and wonderfully chewy after a few seconds in your mouth (Later). It’s a promise of long-lasting pleasure!
What is the difference between classic Now and Laters and the "Chewy" versions?
Originally, the candies were traditional "Hard Taffy" (very stiff and hard to chew at first). Today, the vast majority of the flavors we offer are from the Chewy line: they keep the original spirit of the candy, but with a slightly softer texture that is much more enjoyable to chew right from the very first bite.