It’s Halloween week, an appropriate time to reminisce about the candy we collected when we were young enough to want as much as we could possibly carry. The Holy Grail in Mister Boomer’s neighborhood was to fill a standard pillowcase. It’s a feat only one boy came close to accomplishing, but along the way, we gathered mounds of Mounds, and plenty of Good ‘n Plenty.
Mister Boomer has always enjoyed getting more bang for the buck, and that held true for Halloween candy, too. After full-size candy bars (the ultimate prize), things that offered multiple items were among his favorites: Whoppers, Kits (m-m-m — banana flavor!), Dots, Junior Mints, Chuckles and Lifesavers, to name a few. And then there were the sugary wafers and tablets of Necco Wafers, Smarties and SweeTarts.
Predating the boomer era by two generations, Necco wafers were the product of a New England confectioner named Oliver Chase. He invented a lozenge cutter machine in 1847, which was the first candy-making machine in the United States. Oliver partnered with his brother, Silas Edwin Chase, and they began selling candy as Chase and Company, which later became the New England Confectionery Company (NECCO).
During the Civil War, soldiers carried some of the lozenge-shaped, Chase brothers candy. They called them “hub wafers.” The sugary concoction would not melt in a pocket and could last a long while. In 1911, the brothers began calling their candy Necco wafers. When World War II came along, Necco wafers were given to soldiers for the same reasons Civil War soldiers carried them. A great many who may not have been acquainted with the New England brand took a liking to it, so when they returned home, they continued to buy it. This helped the brand expand coast to coast. Once these former soldiers got married and started the post-war Baby Boom, they introduced their children to the brand, most notably, on Halloween.
The original flavors were lemon (yellow), lime (green), orange (orange), clove (purple), chocolate (brown), cinnamon (white), licorice (black) and wintergreen (pink). Mister B liked the licorice the best and the clove the least. All black packages of Necco were available in some stores.
The small, sweet-and-tart Smarties candies were among Mister Boomer’s favorite Halloween booty. Edward Dee and his family started CeDe Candy in 1949, perfectly positioning their product to take full advantage of the Baby Boom. They repurposed shell making machines from World War II to make their candy tablets.
Kids loved the sugary taste as much as the shape. In an era when medicine seemed to taste bad by its very nature, kids could pretend they were taking a Smarties pill and enjoy the experience. Made in pastel colors, the “pills” were fun. The original color/flavor line up was orange (orange), yellow (pineapple), pink (cherry), white (orange cream), green (strawberry) and purple (grape). When there was a shortage of sugar in the 1970s, the company switched to dextrose. The company name was changed to Smarties Candy Company in 2011 to reflect the importance of the product to the company’s bottom line. Now in his 90s, Edward Dee still runs the company.
A true boomer candy, SweeTarts were invented by John Fish Smith and introduced in 1963. The story goes that mothers were looking for a less messy version of the immensely popular Pixy Stix. You will recall Pixy Stix were a blast of colored and flavored sugar delivered as a powder inside a wax paper straw. Smith solved the powder mess by using the same basic recipe and same flavors of cherry, grape, lemon, lime and orange to form his SweeTarts candies.
The tart flavors were a big hit with Mister Boomer’s sister. Halloween night she would try to trade Mister B and Brother Boomer her collected Three Musketeers and PayDay bars for as many SweeTarts as the boys were willing to part with, which in Mister B’s case wasn’t much. He enjoyed the candy, too, just not to the extent of his sister. Mister B was willing to part with some of the smaller, Halloween-sized packages because he didn’t like the fact the tiny pouch only contained three candies. He’d keep the full-size packages for himself.
The candy is now owned by Nestle and branded with the Willy Wonka label.
Mister B, like most boomers, has fond memories of running house to house to collect as much sugary goodness as he could in the short trick or treat evening. While he still feels a day without chocolate is like a day without sunshine, these candies remind him that boomers did not live by chocolate alone.
Necco wafers, Smarties and SweeTarts: were they among your favorites, boomers?