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Just Born
Mike and Ike is one of America's longest-running candy brands. For over 80 years, its history has been one of consistent quality and recognizable packaging.
Russian immigrant Sam Born established Just Born, Inc. in Bethlehem, Pennsylvania. Born is best known for inventing the first machine to automatically insert sticks into lollipops, which mechanized lollipop production. He founded the candy company Just Born in 1923 and later created Mike and Ike.
Just Born launched Mike and Ike candies in 1940. The five original flavors included Cherry, Lemon, Lime, Orange, and Strawberry. The chewy candies became a hit in movie theaters for their convenient box packaging. Nobody knows how it got its name, but theories include a comic strip, military aircraft, circus performers, or a company naming contest.
In 1950, Just Born introduced Hot Tamales as Mike and Ike's spicy counterpart. It was pretty much the same candy but with cinnamon flavoring instead of fruit. Hot Tamales hit on a niche for consumers who preferred a little pack of heat.
Just Born acquired Rodda Candy Company in 1953, which was known for making jelly beans. This purchase improved Mike and Ike's manufacturing processes and enabled flavor innovations.
In the 1960s, Just Born added Root Beer flavor to Mike and Ike. It was the first non-fruit flavor in the original series.
And in 1973, the company introduced Jolly Joes, a purple grape-flavored Mike and Ike.
Since 2010, Just Born has introduced multiple Mike and Ike varieties, including Tropical Typhoon, Berry Blast, and Sour flavors. These extensions responded to changing consumer preferences for intense flavors and sour candy trends.
A famous marketing campaign in 2012 featured a commercial showing "Mike" and "Ike" having ended their partnership due to creative differences. For several months, packages featured only "Ike" branding. The reunion campaign later that year generated a lot of social media buzz.
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