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The Rise and Fall and Rise Again of Creme Savers

In the late 1990s and early 2000s, Life Savers’ Creme Savers were among the most popular candies in the United States. Reminiscent of an ice cream treat on a hot summer day, Creme Savers were described as relaxing, creamy, and smooth. But the journey to get Creme Savers to stores was anything but smooth. In fact, Creme Savers almost didn’t make it out of the research and development laboratory of Life Savers. From a secret side project to a $100 million brand, this is the story of Creme Savers. Sources: “Life Savers Needs Help: Hard-Candy Sales Sinking,” Andy O’Connell, AP via Daily Times-Advocate, Jul 12, 1983 “Suitor Extends Nabisco Bid,” The New York Times, Nov 12, 1988 “RJR Nabisco Suitor Claims $24.88 Billion Victory,” James Sterngold, The New York Times, Dec 1, 1988 “Future of LifeSavers Division is Stirring Talk,” Christopher Ryan, Winston-Salem Journal, Feb 18, 1993 “Hershey’s Dipping Toe Into hard-Candy Market,” Todd Meyers, The Daily News, Jun 12, 1996 “Hershey’s Enters the Hard Candy Market with TasteTations,” Carolyn Wyman and Bonnie Leblang, The Jersey Journal, Sep 28, 1996 “LifeSavers Goes Fruity with Creme Savers Line,” Mike Beirne, Brandweek, Sep 14, 1998 “FedEx Delivers on Candies,” Mike Beirne, Brandweek, Jan 18, 1999 “New Products: Creamiest, Dreamiest Life Savers Arrive,” The Ridgewood News, Aug 5, 1999 “Buyers Savor Creme Savers’ Sales in Drug,” Kevin O’Rourke, Drug Store News, Feb 21, 2000 “Creme Savers Resumes Ad Campaign,” Stephanie Thompson, Advertising Age, May 15, 2000 “Creme Savers,” Stephanie Thompson, Advertising Age, Jun 26, 2000 The Greatest Thing Since Sliced Cheese, Anne Bucher and Melanie Villines, 2005 “Kraft Foods Will Sell Altoids and Life Savers to Wrigley,” Melanie Warner, The New York Times, Nov 16, 2004 “Wrigley Looks to Build on Chewing Gum Growth,” Staff Reporter, Confectionery News, May 11, 2006 “Wrigley Slaps Kraft for Shortchanging Brands,” Stephanie Thompson, Advertising Age, Apr 10, 2006 William Wrigley Annual Report, 2006 “A (Not So) Formal Petition to Bring Back Strawberries and Creme Creme Savers,” Madison Flager, Delish, May 31, 2019 “Cue the Nostalgia: Creme Savers is Back,” Iconic Candy press release, Aug 26, 2021 Interview with Ken Klacik, July 12, 2024 Interview Mike Ferrotti, July 17, 2024