Now and Later embraces convenience stores
The brand continues to be a favorite for corner store shoppers, it says.
Courtesy of Ferrara
Legacy brands like Ferrara's Now and Later continue to resonate strongly with corner store shoppers, the brand says, with convenience stores accounting for more than half (58%) of its sales.
Producing over seven million pounds of Now and Later candies each year, the chewy treat significantly over-indexes in nostalgia amongst consumers, it says, adding unique flavor explosions and nostalgia are trends driving growth in the world of candy in convenience retail. It makes sense as nostalgic snacking is one of life’s affordable luxuries, the brand notes: eating our long-time favorite foods can help remind us of simpler times, driving an emotional experience and escape from the day’s stress.
To learn more about the brand's convenience store strategies, we touched base with Lindsey McPeak, associate brand manager, Now and Later.
Liz Parker Kuhn: According to a recent study, convenience stores remain a go-to destination for consumers, with 63% of today’s shoppers visiting at least weekly. How are legacy brands like Now and Later maintaining their relevance through its convenience store strategy and nostalgic appeal?
Lindsey McPeak: With convenience stores generating heavy foot traffic, it’s no surprise that they account for more than half of Now and Later sales1. As a result, they remain a key part of our retail strategy. By showing up consistently in the neighborhood stores consumers know and trust, we’re able to stay relevant with our key audience. Whether they pick up an Original Mix bar or an individual pack of their favorite flavor, we’re constantly reminding consumers of everything they love about their favorite nostalgic candy, Now and Later.
LPK: How does Now and Later continue to resonate with shoppers?
LM: Now and Later significantly over-indexes among nostalgia consumers2, which is a big reason the brand continues to resonate with shoppers today. Its longstanding presence in the convenience and corner stores consumers have frequented for years helps reinforce that emotional connection. Every time a consumer walks into a store and sees Now and Later, it can spark those nostalgic memories, helping the brand remain relevant and top of mind across generations.
LPK: How can unique flavors and nostalgia drive growth in the world of candy in convenience retail?
LM: Unique flavors and nostalgia go hand in hand for Now and Later. While we continue to innovate and explore fresh ways to show up, we also recognize that part of what fans love about Now and Later is its classic consistency. We have 13 long-lasting flavors, including fan-favorites like Banana, Apple, Watermelon, Strawberry and Blue Raspberry, that deliver the lasting fruity chew consumers know and love. At the same time, innovations like our Morphs packs, which change flavors as you chew, offer fans an unexpected twist.
LPK: How can eating favorite foods help drive an emotional experience for consumers?
LM: Scent and taste are inextricably intertwined, and the strong connection between scent and memory is well-studied, making favorite foods a powerful trigger for emotions like nostalgia. So, it makes sense that the familiar taste of Now and Later can remind fans of all the favorite memories they have with the candy and take them back to their first bite—whether it’s memories of sharing candy with siblings and friends or running to the corner store to enjoy their favorite treat after school. Each long-lasting chew is just another reminder of the sweet and sentimental candy so many of us hold dear to our hearts.
LPK: What’s next for Now and Later for the rest of the year—any new flavors coming out?
LM: We are continuing to focus on our current Now and Later offerings and are excited to see how consumers continue to enjoy and share their love for the brand. Stay up to date on the latest Now and Later news by following @nowandlatercandy.
LPK: What’s your personal favorite Now and Later flavor?
LM: That’s a tough one—especially since we have 13 fun flavors! But with banana flavors and scents being all the rage right now, I think I’d have to say banana. And consumers would agree, as banana is our top-selling individual flavor3!
Sources:
1 Circana, Total Us- All Outlet, Rolling 52 Weeks Ending 02-22-26
2 Ipsos US Sugar Brand Equity Tracker Q1 2025
3 Citation: Circana, Total Us- All Outlet, Rolling 52 Weeks Ending 02-22-26
Ferrara is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.
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