Goldenberg’s Peanut Chews Returns to Its Roots
A sweet day for the Jewish company
Over at The Awl, Dave Bry reports on Goldenberg’s Peanut Chews, which after redesigning its (regionally) iconic wrapper to, mayhaps, de-emphasize its Goldenbergishness nature, is now bringing the old label back. Or as Bry puts it:
Goldenberg’s Peanut Chews are my all-time no. 1 ranked favorite candy bar in the world. I was very disappointed in 2004, when they changed the company changed its wrapper design, and, as today’s Times puts it, “removed the historically prominent ‘Goldenberg’s,’ which was thought to sound too homespun for a national player.” More so because, Yeah right! Too “homespun.” That was the most egregious example of self-loathing assimilation we’d seen since Ralph Lipshitz changed his last name to “Lauren.” So I’m happy they’ve come to their senses.
For more on the history of Goldenberg’s Peanut Chews, check out Katharine Weber’s impressive report for Tablet on the genesis of Jewish candy dynasties. The history alone will give you a cavity.
Related: Sweet Old World [Tablet Magazine]
Jewish Candy Company No Longer Self-Loathing [The Awl]
For Goldenberg’s Peanut Chews, Change Was Not Good [NYT]