Now and Later is a brand of fruit-flavored taffy-like product which is organized into squares packaged in colorful paper. The candy is sold in packages containing 3 plastic-wrapped packs of 6 Now and Laters each, with each plastic-wrapped pack containing a different flavor. It is also sold in smaller individual flavor packs, typically six in each for as little as 25 to 30 cents.
"Hard 'N Fruity Now and Soft 'N Chewy Later," the slogan found on each square's wrapping, replaces "Eat Some Now. Save Some for Later."
Now and Laters were originally introduced in 1962 by Phoenix Candy Company. The company was originally located in the Sunset Park neighborhood of Brooklyn, in New York City. The original Now and Laters' colors were red, green and blue. The company merged with Leaf in 1983, and sold it to Nabisco in 1992. Now and Laters are currently produced by Farley's & Sathers which bought it in 2000 following Kraft/Philip Morris acquisition of Nabisco. Throughout its lifetime, Now and Laters have added many new flavors. Twenty-four flavors are currently available.
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