Necco saved from the brink of ‘candy extinction’

One of America’s most treasured brands of candy is Necco wafers. Necco even has a niche in the annals of American literature.

In a 2014 book of her memoires, author Sue William Silverman wrote: “Through breaks in the trees, the moon rounds the sky – a thin Necco wafer, an old-fashioned candy belonging to the past.” 

Indeed, the product is very old. The treat was created in 1847 in Boston, Mass., produced by the New England Confectionery Company (NECCO). 

The image of a Necco wafer floating in the night sky is being preserved, however, for future generations to enjoy as well.

 

The famous brand was rescued from bankruptcy in 2018. 

Necco was resuscitated by Spangler Candy Company, a family-owned business in Bryan, Ohio. Spangler also took in Necco’s Sweethearts brand of “conversation candies” and Necco’s Canada Mints products.

 

These “new additions” complement Spangler’s flagship brands of lollipops – Dum Dums and Saf-T-Pops. (Spangler also recently acquired Bit-O-Honey from Pearson’s Candy of St. Paul, Minn.)

 

Spangler’s President Kirk Vashaw told loyal Necco customers: “We were delighted to bring Necco wafers back into production and to share in their sweet return with fans old and new.” 

Randee Dawn, a freelance journalist, said Spangler will not alter Necco’s traditional waxed-paper wrapping or the eight-flavor lineup of lemon, lime, orange, clove, cinnamon, wintergreen, licorice and chocolate. 

Vashaw said: “Chocolate connoisseurs may notice a slightly richer taste to the cocoa. To our palate, it brings out the flavor a bit differently.” 

He said there’s no need to “improve on what already, for ‘Necco nation,’ is perfection. Candy is a simple joy in life and it’s a simple reward. People want the same thing they remember as a kid. That’s the beauty of candy – nostalgia.”

 

“Neccos have proved both durable (they won’t melt and travel well) and versatile,” Vashaw said. “Kids have used them as shingles on gingerbread houses, adults have used them as poker chips and even young Catholic worshippers have used them to practice taking communion.” 

Before Spangler stepped in, however, there was an absolute panic among Necco lovers. 

Clair Robins of CandyStore.com, an online bulk candy store in Los Angeles, reported that when the news media reported on March 12, 2018, that Necco was at risk of “going completely out of business,” it sent off shock waves and a ignited a buying frenzy. 

The CandyStore phone lines lit up. Katie Samuels of Florida called to “offer to trade her used 2003 Honda Accord for our entire inventory of Necco wafers,” Robins said. 

“Katie estimated in her desperate pitch to us that the car could be worth up to $4,000. That would buy a lot of Necco wafers. ‘Pleeeease say yes!’ she pleaded.” 

“We had to graciously turn down her offer,” Robins said. “Katie ended up buying a couple of boxes on her credit card…48 rolls of Necco wafers.” 

Two other popular Necco brands were at risk of dying as “orphans” in 2018 – unless they could be adopted. Happily, both found new homes. 

Mary Jane, an old-fashioned peanut butter-and-molasses flavored, taffy-type candy, which was invented in 1914, is now being produced at Atkinson Candy Company of Lufkin, Texas. Atkinson’s well-known brands include Slo-Poke and Black Cow.

 

The Clark Bar, introduced in 1917, with a crispy peanut butter/spun taffy core and coated in milk chocolate, has landed at Boyer Candy Company of Altoona, Pa. Boyer also makes Mallo Cups and Smoothie Cups (peanut butter and butterscotch treats).