Candy has always been more than just sweet treats tucked away in penny slots or corner stores. It’s a cultural touchstone that weaves through our collective memories, marking moments of childhood, celebration, and even hardship. Historians studying American confectionery culture have identified several key brands that didn’t just satisfy sweet tooths but actually helped shape entire generations of Americans.
Throughout the decades, candy has been a staple in American pop culture and has been an essential part of American life. Brands are instantly recognizable by even the youngest of generations, even though some have been around for half a century before them. These aren’t just products on shelves. They’re time capsules wrapped in colorful paper, each one telling a story about when it was popular and how it influenced the people who grew up with it.
M&M’s: The Wartime Wonder That Conquered America
M&Ms were first released in 1941, and since then have had an oversized impact on American popular culture. What started as a practical solution for soldiers became one of America’s most beloved candies. It was during a business trip to Spain in the 1930s that Mars reportedly encountered chocolate beads encased in a hard sugar shell, which prevented melting. In an age when sales of chocolate typically dropped off during summer months due to the lack of air conditioning, Mars was thrilled by the prospect of developing a product that would be able to resist melting in high temperatures.
After the U.S. entered the war, the candies were exclusively sold to the military, enabling the heat-resistant and easy-to-transport chocolate to be included in American soldiers’ rations. By the time the war was over and GIs returned home, they were hooked. Shortly after wartime quotas ended and the candies were made available to the general public, Forrest Mars bought out Murrie’s shares in the company and took sole ownership of the M&M brand.
Moreover, the cultural impact of M&M’s cannot be overstated. They’ve been to space, starred in blockbuster movies, and even influenced the music videos of top-tier celebrities. These little candies have left an indelible mark not only on the confectionery industry but also on popular culture worldwide. They’re a cultural phenomenon that continues to evolve and resonate with new generations. Whether it’s through clever marketing, continuous product innovation, or simply by being irresistibly tasty, M and M candy has secured its spot as a household name and a global ambassador of joy.
Hershey’s Milk Chocolate Bar: America’s Democratic Sweet
In the annals of American confectionery history, few products hold as iconic a status as the Hershey’s milk chocolate bar. This humble, yet beloved treat has captivated the hearts and taste buds of generations, weaving its way into the fabric of our culture and leaving an indelible mark on the way we experience chocolate. According to recent industry data, the Hershey’s brand commands approximately 36% market share of the U.S. chocolate candy market, solidifying its position as the undisputed leader in the industry.
In 1900, Milton Hershey launched the Hershey’s Milk Chocolate Bar, a revolutionary product that would forever change the way Americans experienced chocolate. Priced at just 5 cents, the bar transformed chocolate from a luxury item into an everyday treat, making it accessible to people of all socioeconomic backgrounds. This wasn’t just about making chocolate cheaper. It was about democratizing pleasure itself.
In sharing the news of hiring Ogilvy & Mather with their employees, Hershey noted the growing competition for shelf space in the grocery store, the changing demographics of the country’s population with the emergence of the baby boom generation and the need to connect with a more youthful audience. The July 21, 1969 memo stated: With the competition getting keener for the consumers sweet tooth – and the fact that almost half of the people in the United States today are under 25 years of age, we felt it prudent to introduce this marketing tool to acquaint this younger generation with our items and to maintain our position with the over 25 group.
Starburst: The Technicolor Revolution
Starburst- As the 1960s progressed and color TV and photographs became more common, candy began to grow more colorful as well. Less of the same old, one flavored candy was making it with the youth. New, colorful and bright candies began to take shape, including Starburst. Originally named Opal Fruits, these candies were introduced in America from the UK in 1967. In America, the name changed from Opal Fruit to Starburst after it quickly became a hit. Later, Opal Fruits became Starburst in the UK.
The timing couldn’t have been more perfect. As America was embracing the psychedelic era and color television was becoming mainstream, Starburst arrived with its rainbow of flavors and eye-catching squares. The brand captured the spirit of an era that was all about breaking away from conformity and embracing vibrant expression.
Each piece promised a different taste adventure, and the brand’s later marketing campaigns with “unexplainably juicy” perfectly captured what made Starburst special. It wasn’t just about the fruit flavors, though those were revolutionary too. It was about the promise that something small and colorful could deliver an intense, almost explosive experience.
Pop Rocks: The Space Age Sensation
Some of the popular candies of the 70s included Pop Rocks and Ring Pops. While not commercially available until the following decade, the invention of Pop Rocks by a General Mills chemist in 1961 signaled a new direction in confectionary science. Pop Rocks represented something entirely new in candy making. This wasn’t about taste alone; it was about creating a physical sensation that had never existed before.
The crackling, popping sensation on your tongue felt almost magical to kids experiencing it for the first time. Urban legends quickly sprouted around Pop Rocks, with wild stories about what would happen if you mixed them with soda. These myths, rather than hurting the brand, actually enhanced its mystique and made it even more appealing to adventurous young consumers.
The 1960s was a decade of cultural and technological upheaval, and the candy industry was no exception. The excitement of the Space Race permeated popular culture, influencing the creation of futuristically themed candies like Astro Pops, a three-stage rocket-shaped lollipop. This era was marked by a move towards novelty and interactive candy experiences. Pop Rocks embodied this perfectly, delivering an experience that felt like having a science experiment in your mouth.
Reese’s Peanut Butter Cups: The Perfect Marriage
Classic treats like Reese’s Peanut Butter Cups, introduced in the 1920s, or M&M’s, popularized in the 1940s, became indispensable elements of the sweet landscape, impacting generations of candy lovers. What made Reese’s special wasn’t just the combination of chocolate and peanut butter, though that was revolutionary enough. It was how perfectly the brand understood American tastes.
Hershey acquires H.B. Reese Candy Company. This acquisition by Hershey proved to be one of the most successful candy partnerships in American history. The cups became a Halloween staple, a movie theater favorite, and eventually spawned an entire family of products from Pieces to seasonal shapes.
The genius of Reese’s lay in its simplicity and its execution. While other candies tried to be fancy or exotic, Reese’s took two flavors that Americans already loved and combined them in perfect proportion. The slightly salty peanut butter against the sweet milk chocolate created a taste experience that felt both familiar and exciting.
