You know the smell. It’s that dusty, vaguely medicinal, sugary scent that hits you the second you walk into a CVS in late January. It’s polarizing. Some people treat Valentines day heart candy—those iconic conversation hearts—like a culinary masterpiece, while others insist they taste like flavored drywall or Tums. Honestly, it doesn't even matter which side you're on. These little pastel hearts are more than just snacks; they are a weirdly resilient cultural phenomenon that almost died out a few years ago and then came roaring back because nostalgia is a hell of a drug.
Think about it. We live in an era of artisanal, bean-to-bar dark chocolate and sea-salt caramels. Yet, every February, we collectively decide to buy bags of candy that haven't fundamentally changed their recipe since the late 1800s. It’s fascinating.
The Weird History of the Machine That Made the Heart
Most people assume these candies were invented by a confectioner trying to be romantic. Nope. It was actually an English pharmacist named Oliver Chase. Back in 1847, he was trying to find a way to make throat lozenges more efficiently. He invented a machine—basically a giant crank-operated cutter—that simplified the process. It was the first multi-purpose candy-making machine in America. Eventually, he realized people liked the candy more than the medicine. He shifted gears, founded the New England Confectionery Company (NECCO), and the rest is history.
But they weren't hearts yet. They started as "lozenges." Then they became "cockle" candies, shaped like scallop shells with little paper notes tucked inside, sort of like a proto-fortune cookie. It wasn't until 1866 that Oliver’s brother, Daniel Chase, figured out how to "print" words directly onto the candy using vegetable dye. They were huge. They were basically the Victorian version of a DM. Because they were bigger than today’s hearts, you could fit entire long-winded sentences on them like "Please send a lock of your hair by return mail."
By 1901, the shape finally shifted to the heart we recognize today. They were smaller, punchier, and perfect for the fast-paced 20th century.
The Great Sweethearts Crisis of 2019
If you tried to find a box of original Sweethearts in 2019, you probably failed. It was a dark time for fans of the chalky treats. NECCO, the company that had been making them for over a century, abruptly went bankrupt in 2018. The factory in Revere, Massachusetts, shut its doors, and the equipment was auctioned off. Spangler Candy Company—the folks who make Dum Dums—eventually bought the brand, but they couldn't get the production lines moving fast enough for the 2019 season.
It was a total disaster for Valentine's Day traditionalists.
When Spangler finally brought them back in 2020, they had a massive problem. The original printing machines from the NECCO factory were basically ancient artifacts. They were finicky. When the new batch hit shelves, many of the hearts were blank or had smeared, illegible text. People were outraged. But interestingly, that "failure" actually boosted the brand's profile. It felt authentic. It felt human.
Why We Still Eat Them (Even if We Hate the Texture)
Let's be real. Valentines day heart candy isn't about the flavor profile. It’s about the ritual.
The Flavor Science
There is a specific "snap" to a conversation heart. They are made from a mixture of sugar, corn syrup, gelatin, and various gums. The mixture is rolled out like dough, stamped, and then dried for days to get that signature hardness. The flavors are classic:
- Yellow is lemon (often the most hated).
- Orange is... orange.
- White is wintergreen (the one that tastes like Pepto-Bismol).
- Green is lime (or sometimes apple, depending on the brand).
- Purple is clove or grape.
- Pink is cherry or wintergreen.
Actually, that wintergreen flavor is the secret to why some people are obsessed with them. It’s a very "old world" candy flavor. It’s refreshing in a way that modern fruit-snack flavors aren't.
The Psychology of the Message
There is a low-stakes thrill in dumping a box out and seeing what messages you get. It’s like a tiny, edible tarot reading. Brach’s and Sweethearts—the two big players—constantly update their vocabulary to stay relevant. In the 90s, we got "Email Me." In the 2010s, we got "Text Me." Lately, we’ve seen things like "Yolo" or "Bestie."
But the classics—"Be Mine," "Kiss Me," "Hug Me"—never go out of style. They work because they are safe. Giving a crush a heart that says "Marry Me" is a joke. Giving them one that says "U R Cute" is a subtle vibe check.
The Competitive Landscape: Brach’s vs. Sweethearts
If you’re a purist, you know there’s a difference.
Sweethearts (Spangler) are the "OG." They tend to have a slightly softer crumble and a more matte finish. They are the ones people grew up with. Brach’s, on the other hand, makes a version that is often a bit brighter in color and sometimes has a slightly more "tropical" flavor lean.
Then you have the "Friends" themed hearts or the "Star Wars" versions. These are marketing gold. They swap the romantic messages for catchphrases like "How You Doin?" or "May the Force Be With You." It’s a smart move because it expands the market beyond just romantic partners. Now, you’re buying them for your office mates or your kid's classroom.
What Most People Get Wrong About Storage
Most people treat these like they have a shelf life of a thousand years. While they don't exactly "spoil" in the traditional sense because of the high sugar content and low moisture, they do get significantly harder. If you find a box from three years ago in the back of your pantry, maybe don't bite down too hard. You will break a tooth.
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The sugar can also undergo a process called "blooming" or just generally lose its flavor intensity. If you want them to stay "fresh"—meaning you can actually chew them without a trip to the dentist—keep them in a cool, dry place. Humidity is the enemy. It turns the hearts into a sticky, congealed mess.
How to Actually Use Them (Beyond Eating)
Since the flavor is polarizing, many people use Valentines day heart candy for things that have nothing to do with snacking.
- Cocktail Garnishes: Drop a couple of hearts into a glass of champagne. They fizz up and eventually dissolve, turning the drink a light pink or orange and adding a hint of sweetness. It looks great on Instagram.
- Cake Decorating: They are the perfect uniform shape for borders on a cake. Because they are flat, they stick easily to buttercream.
- The "Heart Jar": A classic teacher move. Fill a mason jar and have kids guess how many are inside. It’s cheap, colorful, and festive.
- Photography Props: If you’re a creator, these are the easiest way to signal "Valentine's Day" without saying a word. The pastel color palette is iconic.
The Future of the Heart
Is the conversation heart dying? Not a chance. Even as we move toward more "healthy" candy options, the nostalgia factor keeps these alive. We're seeing "keto" versions and "all-natural dye" versions pop up from boutique brands, but they never quite capture the magic of the original.
There’s something about that cheap, cardboard box with the perforated opening that just feels right. It’s a bridge to the past. It’s a reminder of elementary school card exchanges and that weird, fluttery feeling of getting a "secret" message from someone you liked.
Actionable Steps for Your Valentine's Prep
If you’re planning on incorporating these into your February 14th routine, here’s how to do it right:
- Check the Brand: If you want the authentic 1800s vibe, look for the Sweethearts brand. If you want bolder colors and "modern" flavors, go with Brach's.
- Buy Early: Because of the 2019 shortage, people still panic-buy these. The "good" boxes—especially the small individual ones for classrooms—tend to sell out by the first week of February.
- The Softness Test: If you’re buying from a discount bin, give the bag a gentle squeeze. If it feels like a bag of literal rocks, it’s probably old stock. You want a tiny bit of give.
- DIY Messages: If the pre-printed messages aren't doing it for you, you can actually buy blank hearts or "write" on the back of them with edible ink markers. It’s a great way to make a cheap candy feel personal.
- Pairing: Believe it or not, the tartness of the lemon and lime hearts pairs weirdly well with a very salty pretzel. Give it a try. It’s the ultimate "trashy-gourmet" snack.
The conversation heart isn't just candy. It's a tiny, edible time capsule. Whether you love the taste or just love the tradition, Valentine's Day wouldn't be the same without that little chalky "XOXO" staring back at you from the palm of your hand.