Choward's: A fragrance of retro elegance from New York

Imagine a small newsstand on a Manhattan street corner in the 1930s. That's where the story of Choward's begins. Founded by Charles Howard in a small industrial loft in New York City, this confectionery brand is a true institution. While the candy world has moved towards neon colors, Choward's has made the bold choice to leave its original recipes unchanged.

Famous for its square, metallic-looking packaging and vintage design, the brand embodies a certain American class. It doesn't offer simple candies, but a sophisticated flavor experience that transcends decades without aging a bit.

The art of aromatic confectionery

Choward's uniqueness lies in its mastery of floral and botanical flavors. Unlike the usual "all-sugar" standards, the brand focuses on the power of its aroma. This is what we call "Scented Candy."

Charles Howard's idea was to create a treat that freshens breath while offering a slow and pleasant tasting experience. It's the quintessential pocket-sized confection, an affordable little luxury that has been slipped into a jacket or handbag for nearly a century.

Icons of retro American candy

The Choward's range is small, but each product has become a cult classic:

Choward's Violet Mints: The undisputed star. In its metallic violet wrapper, this mint offers an intense, floral violet flavor. It's a powerful aroma reminiscent of old-fashioned sweets, leaving a unique freshness.
Choward's Scented Gum: The very first product created by the brand. A violet-flavored chewing gum that offers a very gradual release of aromas for long-lasting fresh breath.
Choward's Lemon & Spearmint: For those who prefer more classic flavors, the brand applies its expertise to lemon and spearmint. The result is impactful, natural, and never too sweet.

An institution of New York's "Bodega Culture"

If you've ever visited New York, you've undoubtedly seen those shiny little packages near the cash registers of "Bodegas" (neighborhood grocery stores) or in subway stations. Choward's is an integral part of the Big Apple's urban landscape.

Today, the brand possesses a special aura, highly appreciated by lovers of vintage and authentic objects. With their Art Deco typography, Choward's products are true design objects that bring a very elegant "Speakeasy" touch.

FAQ - Everything you need to know about Choward's candies

What do Violet Mints taste like?

They have a very pronounced floral taste, true to the aroma of natural violet flowers. It's a fresh and sophisticated flavor, very different from classic peppermints.

What is the texture of these candies?

"Mints" are hard lozenges that melt slowly under the tongue. "Gums" are traditional chewing gums presented in the form of square tablets, for a soft and flavorful chew.

Why has the packaging remained the same?

The square foil-wrapped package has been Choward's signature since the 1930s. It perfectly protects the powerful fragrance of the essential oils used in the recipe and can be slipped anywhere without getting damaged.

Experience the authentic spirit of New York on Pop's America. Order your Choward's pastilles and treat yourself to a minute of distinction!

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