Retro Candy: Razzles

Retro Staff |  Comments
Razzles packaging - late 1960s

Early packaging for Razzles (late ’60s).

In the movie 13 Going on 30, the protagonists (portrayed by Mark Ruffalo and Jennifer Garner) enjoy sharing Razzles – a classic candy that, when chewed, transforms into gum. Introduced by Fleer Corp (Philadelphia, PA) in the 1960s, Razzles were first marketed as raspberry gum with the ad slogan: 

First it’s a candy, then it’s a gum. Little round Razzles are so much fun.

The disc-shaped candy’s name came from a planned Razzleberry flavor which never took off. In the beginning, raspberry was the only flavor. Over the years other flavors, like grape, lemon, orange and cherry, were produced. Eventually multi-flavor packs were manufactured.

The texture of a Razzle makes this a unique candy. The compressed discs have bumps (also representative of a raspberry) and when first chewed the candy seems to fall apart. After a few minutes the candy takes the form of a chewing gum, though not as elastic as needed to blow perfect bubbles.

> Shop for Retro Candy

There’s little printed history about this candy, but we do know that a patent for “Chewing gum product and method of making same” was applied for in 1963 and issued in 1966. The assignor to Fleer for the patent was a man named Robert C. Bucher.

The packaging and marketing of Razzles changed often over the years. (You can see a slew of package images at CollectingCandy.com.)

In 1986 Concord Confections acquired the Razzles brand. The brand is now part of the Tootsie Roll empire (2004).

Today Razzles are packaged in mixed flavors like Blaz’n Blueberry, Gushin’ Grape, Luscious Lemon, Razzle Raspberry, Tangerine Orange.

Did you chew on Razzles as a kid? What was your favorite flavor?

 

 

Share
Last updated: Oct 27, 2012
Filed under: Retro Candy, Retro Food and Recipes Tagged with: candy, vintage packaging