Goldenberg’s Peanut Chews
Much of America remains in the dark when it comes to Goldenberg’s Peanut Chews, a tasty chocolate-covered confection that has satisfied the sweet tooth of millions of East Coasters for nearly a century. But, although they were quite popular during the 1970s, a radical packaging change almost spelled the demise of this decidedly tasty treat.
An immigrant named David Goldberg went into the candy business in Philadelphia, way back in 1890. When the first World War broke out, he created Goldenberg’s Peanut Chews as a ration for US troops. At the time, they resembled a candy bar, rather than the bite-sized version we know today.
Packed with peanut-supplied protein, they quickly became a favorite among soldiers. They were so popular, in fact, that Goldenberg started to realize their retail potential. He introduced the candy bar to the public in 1921. In the next decade, the company decided to move away from a singular candy bar, switching instead to the bite-sized rectangle version that was more movie-theater friendly.
So what exactly are Goldenberg’s Peanut Chews? Basically, they are a gooey mixture of molasses and peanuts that are dipped in dark chocolate. Each package contains eight of the small candies, which are much harder in consistency than, say, a Snickers bar, ensuring your jaw gets a good workout with every bite.
Another interesting fact about Goldenberg’s Peanut Chews is that the original version contains absolutely no dairy products, which has earned the loyalty of a number of vegetarians over the years, who were looking for a chocolate fix without the milk.
Today, Goldenberg’s Peanut Chews are a product of the Just Born Candy company, makers of such delicacies as Mike and Ike candy and those sugary little Peeps that are so popular around Easter time. Unfortunately, one of the first things the company did was change the familiar packaging, using a bright-red wrapper that de-emphasized the Goldberg name and, as a result, confused consumers.
They also introduced a milk chocolate variety at this time, which sported a blue wrapper. Realizing that sales were starting to wane, they decided to introduce a retro-version of the original wrapper, complete with a prominent “Goldberg” on the front.
As a result, their sales numbers started rising almost immediately. Just Born currently sells over 130 million Peanut Chews each year, proving that affections for this timeless confection are unlikely to fade any time soon. It also proves that you shouldn’t fix something that isn’t broken.
If you were a fan of Goldenberg’s Peanut Chews back in the day, let’s hear your thoughts and recollections in our comments section below, as we pay tribute to a local delicacy that has been satisfying sweet lovers for over a century.