Tootsie Rolls

Early Tootsie Roll cartoon ad, 1960s

Tootsie Rolls

Among the most popular candy during baby boomer years was the Tootsie Roll. Ask anyone and you’ll find very few who didn’t simply love them.

Tootsie rolls were created in 1907 by Leo Hirschfield and popular for being the first chocolate candy which does not melt and being individually wrapped. Hirschfield teamed up with the company, Stern & Saalberg Co. to produce tootsie rolls on a larger scale.

The rolls were made to solve an inherent problem of chocolate candies: melting when the temperatures soared. Consumers and proprietors alike were fed up at their short-lived goods that would still go to waste despite having air conditioners at full blast during the heat of summer.

Its secret lies in the low temperature that each pulled candy is subjected to before being shaped and packaged in its iconic wrappers. The rolls were such a success that the Great Depression failed to reduce public interest in its distinct flavor and chewy consistency.

During the 2nd world War, Tootsie rolls became a popular snack, being one of the few treats people could still afford during times of calamity and also being one of the few companies, which received the green light from the government to continue its production despite ongoing sanctions that affected a majority of candy suppliers.

In the 60s and 70s, the Tootsie brand continued to rebrand itself in catering to the new generation, with catchy commercials such as the one that posed the question: “How many licks does it take to get to the center of a Tootsie Pop?”

Aside from its wonderful taste, Tootsie rolls were also purportedly indestructible according to former CEO, Melvin Gordan, who once joked that candies from the batch in 1938 were still available and edible.

For over a century and counting, Tootsie rolls are classic confectioneries that withstand the test of time.

Vintage Howdy Doody and Buffalo Bob Tootsie Roll TV Commercial, 1950s

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