If you grew up in the 90s, you didn't just eat candy. You survived it. Among the landscape of tongue-shredding Warheads and sugar-dusted Gushers, one treat reigned supreme as the ultimate test of dental fortitude: Now and Later candy 90s style.
It was a ritual. You’d walk into a corner store with a crumpled dollar bill, bypass the boring chocolate bars, and grab that iconic rectangular sleeve. Usually for about 25 cents. It was the "penny candy" that actually felt like a meal because of how long it took to finish. Honestly, the name wasn't just marketing; it was a literal warning. You started it now, and if you didn't want to lose a molar, you finished it much, much later.
The Nabisco Era and the Great 90s Flavor Boom
By the time the 1990s rolled around, Now and Later was already a veteran on the shelves, having been born in Brooklyn back in 1962. But the 90s were a turning point. In 1992, Nabisco (specifically their LifeSavers division) bought the brand from Phoenix Confections. This wasn't just a corporate hand-off; it was a massive infusion of marketing energy.
Suddenly, the flavor list exploded.
We weren't just stuck with the "Original Three" (Red, Green, and Blue). The 90s gave us the neon-colored glory of:
- Tropical Punch (The undisputed heavyweight champion of the 90s)
- Blue Raspberry (Which, let's be real, didn't taste like raspberries but stained your tongue for three days)
- Watermelon (That specific, highly artificial "zesty" green flavor)
- Wild Berry and Pink Lemonade
The packaging was pure 90s aesthetic. Each square was wrapped in that thin, waxy paper that always seemed to fuse to the candy if it sat in your pocket for more than ten minutes. Trying to peel the paper off a "sweating" Now and Later was a test of patience that most 10-year-olds failed, leading to the accidental consumption of a fair amount of fiber in the form of wax paper scraps.
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That Specific 90s Texture: Hard 'N Fruity, Then Soft 'N Chewy
The slogan back then—"Hard 'N Fruity Now, Soft 'N Chewy Later"—was a masterpiece of truth in advertising.
Most people today think of Now and Later as a soft taffy. If you think that, you weren't there. The 90s version was basically a brick. It was a "high-boiled" sugar product, meaning it was cooked to a temperature somewhere between the "Hard Ball" and "Soft Crack" stages (roughly $250^\circ F$ to $270^\circ F$).
When you first popped a square in your mouth, it was closer to a Jolly Rancher than a Starburst. You couldn't bite it. If you tried, you’d hear a terrifying crunch that was either the candy or your premolar giving up. You had to let it sit. You had to earn the chew.
Why the 90s Version Felt Different
There’s a lot of debate among candy purists about whether the formula changed when the brand moved from Nabisco to Kraft in 2000, and eventually to Farley’s & Sathers (and now Ferrara).
Kinda seems like it did.
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The modern "Original" mix feels slightly more pliable out of the wrapper. In the 90s, these things were essentially colorful gravel. The "Soft 'N Chewy" part of the slogan felt like a reward for the five minutes of jaw-aching labor you put in beforehand. It was a marathon, not a sprint.
The Cultural Currency of the Playground
In the 90s, Now and Later candy was more than just a snack; it was a social tool. Because they came in sleeves of six or bars of twelve, they were the perfect "sharing" candy. You’d trade a Grape for a Cherry. You’d hoard the Blue Raspberry like it was gold.
It was also the candy of choice for the "tough kids." While the "soft" kids were eating marshmallows or chocolate, the Now and Later crew was essentially chewing on flavored plastic for forty-five minutes. It was an endurance sport.
The Dental Danger Zone
We have to talk about the teeth.
Dentists in the 90s must have absolutely loved (or hated) this candy. It was a "perfect storm" for dental visits:
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- The Hardness: Biting down too early caused chips and fractures.
- The Stickiness: Once it softened, it became a high-tensile adhesive. It could pull out a loose filling or a stubborn baby tooth with surgical precision.
- The Acidity: Especially with the 90s "Extreme Sour" line, the acid levels were high enough to temporarily strip the enamel right off your teeth.
What We Get Wrong About 90s Now and Laters
A common misconception is that the "Chewy" version we see today was the standard back then. Nope. In the 90s, if you bought a pack, you were getting the hard stuff. The "Soft" and "Morphs" varieties are relatively modern innovations.
Back then, "Morphs" weren't a separate product; they were just what happened when you got bored and smashed a Lemon and a Strawberry square together in your mouth at the same time. We were innovators.
How to Relive the 90s Experience Today
If you're looking to scratch that nostalgic itch, you can still find the Original Mix. But honestly? It’s not quite the same. The 90s was a specific era of high-fructose corn syrup and "don't ask about the dyes" energy that's hard to replicate.
To get as close as possible to the authentic 90s experience, try this:
- Buy the Original squares (avoid the "Chewy" or "Bites" versions).
- Put them in the fridge. Seriously. Cold makes the sugar crystals revert to that "brick-like" state we remember.
- Don't use your back molars. Stick to the side-chew method that kept us all out of the orthodontist's chair (mostly).
- Commit to the paper. If a little bit of the wax wrapper gets stuck, just accept it. That’s the flavor of 1996.
If you’re feeling adventurous, look for the "Splits"—those are a decent nod to the flavor-mixing culture that dominated the late 90s.
Next Steps for Your Nostalgic Fix
If you're ready to test your jaw strength again, start by grabbing a classic Original 24-pack box. Avoid the "Chewy" bags if you want that authentic 90s resistance. For the true flavor-seeker, hunt down the Tropical Punch standalone packs; they remain the closest thing to a 1994 time machine you can buy for under two bucks. Just remember to let the candy warm up in your mouth before you commit to that first big bite—your dentist will thank you.