3 min read
A joke filled the history of Laffy Taffy one wrapper at a time.
THE BEICH’S CANDY COMPANY
1893
Paul F. Beich founds the Beich’s Candy Company in Bloomington, Illinois. The company manufactures various confections, including the popular “Beich Whiz bar” (chocolate-covered marshmallow candy).
ORIGINS OF LAFFY TAFFY
Early 1970s
Kathryn Beich Candies (the successor to Paul F. Beich’s company) introduces “Beich’s Flavored Caramels” (the original name of Laffy Taffy). Though they are called caramels, they are actually fruit-flavored taffy squares. Each package is named after the flavor of the candy.
JOKES & NAME CHANGE
Mid-1970s
Beich’s renames the product to “Beich’s Laffy Taffy” with a new rectangular shape. They also start printing jokes on the wrappers submitted by children. And they advertise with their first slogan: “long-lasting flavor.”’
WILLY WONKA
1984
Nestlé acquires Laffy Taffy from Beich’s Candy Company and it’s added to the Willy Wonka Candy Company portfolio.
1990s
The first official trademark for “Laffy Taffy” was filed in 1994.
The brand maintains its core flavors of Banana, Cherry, Grape, Strawberry, Blue Raspberry, and Watermelon. It targets children and teens with whimsical advertising leveraging Willy Wonka and the Chocolate Factory tie-ins.
FLAVOR FLIPPERS
2003
Laffy Taffy’s “Flavor Flippers” has been launched. The new candy features a dual-layer taffy, with an outer layer of one flavor and a soft center of a different flavor.
THE LAFFY TAFFY SONG
2005
D4L (an Atlanta hip-hop group) releases the “Laffy Taffy” song. It hits #1 on Billboard Hot 100. And becomes one of the most downloaded songs of all time.
EXPERIMENTAL FLAVORS
2010s
New sizes, packaging, and experimental flavors of Laffy Taffy are introduced. This includes chocolate mousse and pumpkin donut.
FERRERO SPA
2018
Ferrero SpA (Italian chocolatier, maker of Nutella) purchases Nestlé’s US confectionery business. The deal is worth $2.8 billion. They add major brands like Laffy Taffy, Nerds, SweeTarts, and other Wonka products to their portfolio. Their subsidiary, Ferrara Candy Company, takes control of US operations.
LAFF BITES
2020
Laffy Taffy LAFF BITES is launched. These are poppable candies with a taffy center and a hard candy shell. They come in flavors like Cherry, Strawberry, Green Apple, and Blue Raspberry. The brand collaborates with comedian Kevine Fredericks to market the new brand.
Other versions of Laffy Taffy are also launched, like a sour version called “Stretch & Tangy” and a thinner/longer version called “Laffy Taffy Ropes”.
But some popular Laffy Taffy flavors are discontinued over the years, such as caramel apple, coconut, strawberries & cream, chocolate mousse and pumpkin donut.
