One chocolate baron recognized for his marketing genius was Otto Schnering of the Curtiss Candy Company. So did Amos ’N’ Andy and Little Orphan Annie and Betsy Ross,” Almond says. Since most bars used the same six or seven ingredients, people were furiously trying to figure out how to differentiate their brand,” says Almond.Ĭandy companies often named their popular bars after pop culture icons: “Charles Lindbergh begat both The Lindy and Winning Lindy. The 18 th Amendment Bar was born in Chicago during Prohibition. The Charleston Chew took its name from a local dance craze. (Yes, really.) Because a lack of widespread refrigeration and transportation issues remained a barrier to national distribution, regional brands dominated each market, creating bars with names that appealed to local pride. By the end of the 1920s, more than 40,000 different candy bars were being made in the U.S., says Susan Benjamin, candy historian and author of Sweet as Sin: The Unwrapped Story of How Candy Became America’s Favorite Pleasure.Ĭhocolate Candy Bar Marketing: It’s All in the Nameĭuring the candy bar boom, nearly every major city had a set of confectioners cranking out as many types of candy bars as they could, filling them with everything from nougat, marshmallow and nuts to fruits and dehydrated vegetables. GIs returned from the war with an insatiable appetite for chocolate, they arrived back just before the onset of Prohibition-when Americans actively sought alternatives to alcohol to boost their energy and mood, from soda to ice cream to candy. Not to be outdone, the American Army Quartermaster Corps solicited donations of 20-pound blocks of chocolate from confectioners back home, which they then cut down and wrapped by hand. The Mayor of York sent a tin of hometown confectioner Rowntree’s chocolates to residents in uniform, and in 1915, every U.K., soldier abroad received a “ King George Chocolate Tin.” In World War I, the British military gave soldiers chocolate to boost morale and energy. Two soldiers of the 351st Field Artillery which returned on the 'Louisville' receive candy from the Salvation Army women that welcome every troopship arriving in port, 1919. While the first chocolate bar was created by Joseph Fry in Great Britain in 1847, and Cadbury began selling individual boxes of chocolate candies there as early as 1868, it would take the outbreak of war on a global scale for the chocolate candy bar to really take off. Candy also played a role in the Civil War, used as “a provision with quick energy and lots of sugar,” says Steve Almond, author of Candyfreak: A Journey through the Chocolate Underbelly of America. It was prized for its combined kick of caffeine and sugar it even served as occasional payment to American troops in lieu of money. During the Revolutionary War, chocolate, a favorite treat of George Washington, became part of his soldier’s rations. In the earliest decades of the United States, candy was quickly recognized not just as a sweet treat, but as a valuable way to fuel troops. story of chocolate has strong military associations. While the history of chocolate consumption stretches back 4,000 years to ancient cultures in what is today Mexico and Central America, the U.S. Watch now The Military History of Chocolate
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