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Published by The Wall Street Journal, April 9th 2018
By John Clarke
Necco wafers have been around since before the Civil War—and plenty of detractors would argue they taste like it, too.
The flavors have been described as “tropical drywall,” “plaster surprise,” and “attic citrus.” One Twitter commentator calls it a candy that “only a psychopath would like.”
And yet, like anything appreciated only after it is gone, Neccos are suddenly having a moment. Last month, the New England Confectionery Co.—creators of the iconic wafer since 1847 and the oldest continually operated candy maker in the U.S.—served notice to its hometown of Revere, Mass., that it would close operations in May if it didn’t find a new owner.
Consumers and sellers are starting to stockpile and hoard whatever Necco candy they can get, including Mary Janes, Clark Bars, Squirrel Nut Zippers, and Sweethearts, the heart-shaped pressed-sugar Valentine’s Day candy bearing romantic messages including “Kiss Me” and “Be Mine.”
Jon Prince, president of wholesaler CandyFavorites.com in McKeesport, Pa., fielded hundreds of hectic calls over a recent weekend, with some buyers pleading to purchase his entire inventory of Necco wafers.
“They’re shocked and scared,” he says. “They’re not happy about it.”
The original recipe hasn’t changed, according to the company. It is a mix of sugar, corn syrup, gelatins, gums, colorings and flavorings that include chocolate, licorice, cinnamon, lemon, lime, orange, wintergreen and clove. Eight wafers to a roll. The company produces about four billion each year.
With a suspiciously long shelf life, the nearly indestructible Necco wafers were used by Union soldiers during the Civil War and American GIs in World War II.
In 1913, Arctic explorer Donald MacMillan took the endurable wafers for nutrition and to hand out to Inuit children, according to the company. They proved so suitable to the climate that Admiral Richard Byrd took 2.5 tons of them on his two-year exploration of the South Pole in the 1930s.
People have a complicated relationship with the Necco wafer. It’s a nostalgic candy people love to hate, which brings back happy childhood memories of a chalky crunch. Many Catholics remember using the candy as pretend Communion wafers. Handing out Necco wafers to kids on Halloween almost guaranteed a return visit involving eggs and toilet paper.
For years, automobile drivers would flip the quarter-sized wafers into the basket at toll booths to avoid the fare—and perhaps to avoid eating them.
Yet they are in high demand now. Mr. Prince, the candy wholesaler, initially limited customers to two boxes per order, but stocked up and increased the limit to four.
Since the news spread, customers of Economy Candy in New York have been in disbelief. There has been an increase in sales both in the store and online, says owner Mitchell Cohen. Customers who normally buy one or two Necco rolls are now buying the whole box or a case “to stash away,” he says.
Candy Store, the online bulk store based in Los Angeles, has noted an uptick in sales, and the store has been stocking up to meet demand, according to spokeswoman Clair Robins. Since the news broke, Necco products sales are up 50%.
Ms. Robins agreed people have a complicated relationship with Necco wafers, “but the sales numbers don’t lie—people are rushing to stockpile them like they’re the next cryptocurrency.”
One CandyStore customer asked to barter for the company’s entire stock of wafers, offering to trade a black 2003 Honda Accord with 150,000 miles. “Pleeease say yes.” The offer was rejected, and they ended up buying two boxes with a Visa card.
The Necco supply chain extends to crafts, where gingerbread-house builders may be forced to seek new roofing and siding materials for their candy-covered homes. Robin Albert, who runs the Portsmouth Historical Society’s Annual Gingerbread House Contest in Portsmouth, N.H., said some craft makers will be disappointed. The wafers, she says, really added some “pizazz.”
Pete Behringer of Pete’s Candy, who makes and sells candy in a converted 22,000-square-foot mansion in downtown Jacksonville, Fla., just found out the news.
The Necco wafer has always been his top-selling retro candy and has a devoted cult following willing to travel miles to get them, he says. “We just got cleaned out. I need to go order more—if I still can.”
A group of sixth-grade Oregon students wrote letters to Revere Mayor Brian Arrigo in support of Necco wafers and Sweethearts. “If NECCO goes out of business our class will be devastated,” read one letter suggesting launching a social-media campaign with the hashtag #SaveNecco.
Mr. Arrigo says he is disheartened over the potential loss of the iconic candy, but wasn’t surprised about the national surge in demand. “Who knows, Necco wafers might make a comeback the way Twinkies did a few years ago,” he says.
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[message]I don’t have a clue as to what genius at Hershey’s came up with the peanut butter cup but whoever it was they did a wonderful thing for millions with a sweet tooth. I am about to turn 71 years old in a couple weeks and have been around the world multiple times. In all the years and travel I can still say that though there are many wonderful sweets out there to enjoy, there is something truly satisfying about the Reese’s peanut butter cup that brings both taste and emotional satisfaction when I bite into one. Okay since these are small ones I actually bite into more than one given the chance. Thanks for keeping these little favorites available.
We couldn't agree more! Perhaps the greatest taste combination is chocolate and peanut butter and no one does it better than Reese's! The little ones come in handy as they offer portion control allowing you to enjoy whenever, wherever. Thanks so much for sharing your review and, of course, for choosing CandyFavorites.com!
As Halloween closed in this year I decided to look for ideas at CandyFavorites.com. I saw the Hershey’s Spring Classic mix and figured I would give it a try. Everyone loved the mix and the size was just right for the trick or treaters that came through the area. Thanks for putting together such a nice mixture of truly classic treats.
And thank YOU for your kind review! The Halloween Hershey Assortment has long been a economical, delicious and fun way to celebrate Halloween! We are grateful to cusotnmers such as you as, I am sure, the kid who trick or treated at your house on Halloween!
I ordered the green mint leaves. I did not think they were as minty as I remembered them from the 1970"s.
Thanks for your review! Over time candies, and how we recall them, change over time. The good news is that classics such as Spearmint Leaves are still avaialble all the more so in an age when so many candies are being discontinued! Thanks for choosing CandyFavorites.com!
With decent weather on Halloween, wanted to make sure I had plenty of candy to give away. Delivery was on time and kept me out of the stores buying old candy that had been on the shelves since Labor Day.
Hi there! Thanks so much for taking the time to leave a review. We're thrilled to hear that our assorted mini chocolate bulk candy mix was a hit for you this Halloween. We strive to provide timely delivery and fresh candy, so we're glad we could help you find what you were looking for. Thank you for choosing CandyFavorites.com!
Great every time. Been using them for dry mouth for years😻
Thank you for leaving a review for our Eda's Sugar Free Chocolate Mint Wrapped Bulk. We're so happy to hear that you've been enjoying our candies for years, and that they've been helpful for your dry mouth. We love them and are so glad that amazing customers like you love them too. Thank you for choosing CandyFavorites.com!