The 1970s. A decade of bell bottoms, disco balls, and some truly unforgettable candy. For many, the mere mention of these treats evokes a rush of childhood memories: sticky fingers, sugar rushes, and the pure, unadulterated joy of indulging in something delicious. This article isn’t just a list of sweets; it’s a journey back in time, exploring the candies that defined a generation.
Iconic Candies That Ruled the Decade
The 70s were a breeding ground for innovation in the candy industry. New flavors, textures, and marketing strategies emerged, captivating kids and adults alike. These candies weren’t just snacks; they were cultural touchstones.
Reese’s Pieces: E.T.’s Favorite Treat
While Reese’s Peanut Butter Cups had been around for decades, Reese’s Pieces exploded onto the scene in the 1970s. The small, colorful, candy-coated peanut butter candies became a sensation, largely thanks to their prominent role in the 1982 film E.T. the Extra-Terrestrial. But even before E.T. popularized them, their unique combination of sweet and salty, and their convenient bite-sized format, made them a constant in lunchboxes and movie theaters. They offered a textural contrast between the crunchy shell and the creamy peanut butter inside.
Skittles: Taste the Rainbow
Before “taste the rainbow” became a ubiquitous slogan, Skittles were simply a new and exciting way to experience fruity flavors. Introduced in the late 70s, Skittles offered a variety of flavors in one convenient bag. Each candy piece was coated in a hard, colorful shell and imprinted with the letter “S.” Skittles quickly became a favorite for their portability and diverse flavor profile.
Starburst: Unexplainably Juicy
Originally known as Opal Fruits in the UK, Starburst arrived in the United States in the late 1960s but gained significant popularity throughout the 1970s. These chewy, fruit-flavored squares offered a burst of intense flavor that was unlike anything else on the market. The individually wrapped pieces made them perfect for sharing (or not sharing!), and their simple yet satisfying texture kept people coming back for more. The flavors of strawberry, lemon, orange, and cherry were particularly beloved.
Pop Rocks: The Exploding Candy Sensation
Pop Rocks were a true novelty item. Tiny, irregularly shaped candies that fizzed and popped in your mouth, creating a unique sensory experience. The carbon dioxide bubbles trapped inside the candy were released when they came into contact with saliva, creating the signature “popping” sensation. While rumors of dangerous combinations (like Pop Rocks and soda) circulated, they only added to the candy’s mystique. Pop Rocks represented the innovation and experimentation that defined the 1970s candy landscape.
Nerds: A Box of Quirky Fun
Nerds, with their unusual shape and dual-flavored box, were another standout candy of the decade. Two separate compartments held tiny, irregularly shaped candies with contrasting flavors. The crunchy texture and the variety of flavor combinations made Nerds a fun and engaging treat. The novelty packaging was as much a part of the appeal as the candy itself.
Jolly Rancher: Long-Lasting Flavor
Jolly Rancher hard candies were a staple in many homes and classrooms during the 1970s. Known for their intense, long-lasting flavors like watermelon, green apple, and grape, Jolly Ranchers provided a satisfyingly sweet experience that lasted longer than most other candies. Their affordability also made them a popular choice.
Tootsie Roll Pop: A Chocolatey Mystery
While Tootsie Roll Pops had been around for decades, their popularity continued throughout the 1970s. The hard candy shell surrounding a chewy Tootsie Roll center offered a dual texture experience. And, of course, the promise of finding an Indian head on the wrapper, entitling the finder to a free pop, added an element of excitement. The combination of hard candy and chewy chocolate remains a beloved classic.
Beyond the Big Names: Other Notable Candies of the Era
While the candies mentioned above achieved widespread fame, the 1970s also featured a host of other noteworthy treats that contributed to the decade’s sweet legacy. These candies, while perhaps not as universally recognized, held a special place in the hearts of many.
Bit-O-Honey: Chewy Goodness
Bit-O-Honey, with its unique blend of honey and almond flavors, provided a chewy and satisfying experience. The candy bar was often broken into smaller pieces, making it perfect for sharing (or savoring slowly). Its distinctive flavor and texture made it a memorable treat.
Abba-Zaba: A Chewy Challenge
Abba-Zaba, with its taffy-like consistency and peanut butter filling, was known for its extreme chewiness. The candy was so sticky that it often adhered to teeth, providing a prolonged (and sometimes frustrating) chewing experience. Its distinctive black and white striped wrapper made it instantly recognizable.
Bazooka Bubble Gum: Comics and Controversy
Bazooka bubble gum, with its iconic comic strips and patriotic packaging, remained a popular choice throughout the 1970s. The gum’s flavor, while not particularly long-lasting, was a classic bubble gum taste. The comics, featuring Bazooka Joe and his gang, provided a source of entertainment.
Wax Bottles: Edible Novelty
Wax bottles, filled with flavored syrup, were a popular novelty candy. The bottles were made of wax, which could be chewed after the syrup was consumed. While the wax itself wasn’t particularly flavorful, the novelty of biting into a bottle of flavored liquid was undeniably appealing.
Candy Cigarettes: A Sign of the Times
Candy cigarettes, while controversial by today’s standards, were a common sight in the 1970s. These candies, shaped like cigarettes and often packaged in boxes resembling cigarette packs, were intended to mimic the act of smoking. Their popularity reflected a different era, with different social norms.
Charleston Chew: A Vanilla-Flavored Delight
Charleston Chew, a chewy nougat candy covered in chocolate, was another popular choice. The candy was often frozen, which made it even chewier and more satisfying to eat. The vanilla flavor was particularly beloved.
A Table of Sweet Memories
| Candy Name | Description | Key Feature |
|---|---|---|
| Reese’s Pieces | Candy-coated peanut butter candies | Popularized by E.T. |
| Skittles | Fruity-flavored candies with a hard shell | Variety of flavors in one bag |
| Starburst | Chewy, fruit-flavored squares | Intense, juicy flavors |
| Pop Rocks | Candy that fizzes and pops in your mouth | Unique sensory experience |
| Nerds | Tiny, irregularly shaped candies in a dual-flavored box | Novelty packaging and diverse flavors |
| Jolly Rancher | Hard candies with intense, long-lasting flavors | Affordable and long-lasting |
| Tootsie Roll Pop | Hard candy shell with a chewy Tootsie Roll center | Dual texture experience |
| Bit-O-Honey | Chewy candy with honey and almond flavors | Unique flavor combination |
| Abba-Zaba | Extremely chewy taffy with peanut butter filling | Distinctive black and white striped wrapper |
| Bazooka Bubble Gum | Bubble gum with comic strips inside | Iconic comic strips and patriotic packaging |
| Wax Bottles | Wax bottles filled with flavored syrup | Edible novelty |
| Candy Cigarettes | Candies shaped like cigarettes | Reflected a different era |
| Charleston Chew | Chewy nougat candy covered in chocolate | Vanilla flavor and freezable texture |
The Marketing of Sweetness
Candy companies in the 1970s were masters of marketing. Television commercials, print ads, and promotional tie-ins were all used to entice consumers. Catchy slogans, memorable mascots, and vibrant packaging played a significant role in shaping consumer preferences. The influence of advertising on children was particularly strong, making certain candies irresistible.
Television’s Influence
Television commercials were a primary means of reaching consumers. Candy commercials often featured catchy jingles, memorable characters, and scenes of children enjoying the products. These commercials helped to create a sense of excitement and desire around the candies.
Print Advertising and Packaging
Print ads in magazines and newspapers also played a role in promoting candies. Vibrant packaging, featuring eye-catching colors and designs, helped to attract attention on store shelves.
A Lasting Legacy
The candies of the 1970s represent more than just sugary treats. They are a connection to a specific time and place, evoking memories of childhood, simpler times, and shared experiences. While many of these candies are still available today, they continue to hold a special significance for those who grew up in the 1970s. They are a reminder of a bygone era, filled with sweet memories and sugary delights.
The decade was truly a golden age for candy innovation and marketing. From the exploding sensation of Pop Rocks to the fruity rainbow of Skittles, the 1970s offered a diverse and memorable selection of sweets that continue to be enjoyed, and fondly remembered, to this day. The nostalgia surrounding these candies is a testament to their enduring appeal and the powerful connection between food and memory.
What made 1970s candy so unique and memorable?
The candy of the 1970s stood out due to a combination of factors. A key aspect was the focus on bold, artificial flavors and vibrant colors that weren’t necessarily found in natural foods. This experimentation led to treats with intense sweetness and unique textures, catering to a generation that was increasingly exposed to processed and packaged foods. Furthermore, clever marketing campaigns targeted children directly through television and print ads, creating a strong association between specific candies and positive emotions or aspirational lifestyles.
Another element contributing to the era’s distinct candy culture was the rise of individually wrapped candies and larger multi-packs, making them easier to share and consume on-the-go. This packaging innovation coincided with increasing disposable income, allowing families to purchase more treats. These candies often featured distinct shapes, like the long ropes of Ropes or the disk-shaped Flying Saucers, further contributing to their memorability. It wasn’t just about the taste; it was the whole experience.
Which 1970s candies are considered iconic or most popular?
Several candies from the 1970s achieved iconic status due to their widespread popularity and lasting cultural impact. Pop Rocks, with their exploding fizz in your mouth, were a sensation that sparked countless urban legends. Starburst, with its chewy texture and fruit flavors, became a staple. Also notable were candy bars like the Whatchamacallit, known for its unique combination of peanut butter, caramel, and chocolate, and the often divisive but popular, Now and Later.
Other contenders for iconic status include Laffy Taffy, known for its chewy texture and corny jokes on the wrapper, and Bottle Caps, candies shaped like soda bottle caps. Many of these candies are still available today, although formulations may have changed slightly. Their enduring appeal demonstrates the strong nostalgia associated with the sweets of the 1970s, proving their ability to stand the test of time and continued enjoyment by generations.
What role did television advertising play in the popularity of 1970s candy?
Television advertising played a pivotal role in shaping the popularity of candy during the 1970s. Networks aired a multitude of commercials specifically targeting children during popular cartoon shows and after-school programs. These advertisements used catchy jingles, vibrant visuals, and relatable characters to create a sense of desire and excitement around specific candies. This direct marketing approach was incredibly effective in influencing children’s purchasing decisions and establishing brand loyalty at a young age.
Beyond simple advertisements, many candy companies sponsored entire children’s television programs or ran promotional tie-ins with popular shows and movies. This constant exposure to candy brands solidified their place in the cultural landscape and further reinforced the association between certain candies and positive experiences. The targeted and persuasive nature of these commercials created a powerful demand for specific candies, driving sales and solidifying their place in the minds of consumers.
Were there any controversies surrounding 1970s candy?
Yes, there were several controversies surrounding candy during the 1970s, primarily focused on health concerns and deceptive marketing practices. The high sugar content of many candies raised concerns about potential health issues, such as tooth decay and childhood obesity. Parents and consumer advocates questioned the ethics of marketing these sugary products so heavily to children, who might not fully understand the potential consequences of overconsumption.
One particularly notable controversy involved Pop Rocks, the exploding candy. Rumors spread rapidly that consuming Pop Rocks with soda could cause the stomach to explode. Although entirely unfounded, this urban legend caused significant panic and led to a temporary decline in sales. In response, General Foods (the manufacturer) launched a public relations campaign to dispel the myth, demonstrating the challenges candy companies faced in navigating consumer fears and perceptions.
How did the packaging of 1970s candy contribute to its appeal?
The packaging of 1970s candy played a crucial role in attracting consumers, especially children. Bright colors, bold fonts, and eye-catching designs were commonly used to stand out on store shelves. Many candies featured cartoon characters or whimsical illustrations that appealed to younger audiences, creating a sense of fun and excitement around the product. The use of memorable mascots became a common strategy, ensuring the candy would be easily recognizable.
Beyond visual appeal, the functionality of the packaging was also important. Individually wrapped candies allowed for easy sharing and portion control, while resealable bags helped maintain freshness. The use of innovative materials, such as foil wrappers and flexible plastics, enabled manufacturers to create eye-catching shapes and designs. The combination of visually appealing graphics and convenient functionality made 1970s candy packaging a key element of its overall success.
What impact did economic factors have on the candy industry in the 1970s?
Economic factors significantly impacted the candy industry during the 1970s. Inflation and rising costs of raw materials, such as sugar and cocoa, forced manufacturers to either increase prices or reduce the size of their products. This led to the phenomenon of “shrinkflation,” where the amount of candy in a package decreased while the price remained the same. This frustrated consumers and forced companies to become more creative in their marketing strategies.
Despite these challenges, the candy industry continued to thrive due to strong consumer demand and innovative marketing techniques. The economic challenges pushed candy companies to focus on efficiency and cost-cutting measures, while also finding new ways to appeal to consumers’ desire for affordable treats. This period saw increased innovation in candy production and marketing, ultimately shaping the industry into what it is today.
Are there any 1970s candies that are no longer produced, and why?
Yes, many candies from the 1970s are no longer in production for various reasons. Some were discontinued due to low sales or changing consumer preferences. Other candies were phased out due to health concerns regarding specific ingredients or production methods. In some cases, the companies that manufactured the candies went out of business or were acquired by larger corporations that chose not to continue producing certain products.
Examples of discontinued candies include things like Peanut Butter Bars (similar to Butterfinger but with a more intense peanut butter flavor), and some niche flavors that were popular for a time. It’s also important to note that sometimes, the recipes or manufacturing processes for surviving candies may have changed over time. The demise of certain 1970s candies serves as a reminder of the ever-evolving nature of the candy industry and the impact of factors such as taste trends, health regulations, and corporate decisions.