The Illustrated History of the Baby Ruth Candy Bar: A Century-Old American Classic

The Birth of a Candy Icon

The origins of the Baby Ruth candy bar can be traced back to 1916, when a young Chicago entrepreneur named Otto Young Schnering founded the Curtiss Candy Company. Schnering‘s first creation was the "Kandy Kake," a combination of milk chocolate, peanuts, and a pudding-like center – a precursor to the future Baby Ruth.

In 1920, Schnering set out to refine and improve upon the Kandy Kake formula. The result was the Baby Ruth candy bar, featuring a blend of peanuts, nougat, caramel, and milk chocolate. Schnering set the retail price at a nickel, making the indulgent treat accessible to a wide range of consumers.

Aerial Advertising and the Baby Ruth Flying Circus

Schnering was a marketing visionary, and he wasted no time in promoting his new candy bar. In 1923, he hired a pilot named Doug Davis to airdrop Baby Ruth and Butterfinger candy bars from an airplane onto the streets of New York City. The aerial stunt was a roaring success, capturing the public‘s imagination and generating widespread buzz for the Curtiss Candy Company‘s products.

Schnering‘s aerial marketing campaign soon evolved into the "Baby Ruth Flying Circus," which crisscrossed 40 states, dropping candy bars from the sky during special events and celebrations. This innovative approach to advertising helped establish Baby Ruth as a national brand, building consumer awareness and loyalty across the country.

Dominating the Market

The Baby Ruth candy bar‘s popularity continued to soar throughout the 1920s. By 1927, the brand was generating over $1 million in monthly sales, cementing its status as one of America‘s top-selling confections. That same year, the Curtiss Candy Company had grown to employ more than 3,000 Chicagoans, operating three factories and a fleet of over 200 freight cars to transport their products nationwide.

The company‘s commitment to marketing and branding further solidified Baby Ruth‘s position. In 1929, Curtiss Candy Company sponsored "The Baby Ruth Hour," a radio program broadcast on CBS that was one of the early examples of branded entertainment in the emerging medium of commercial radio.

Legal Battles and the "Called Shot"

Despite Baby Ruth‘s meteoric rise, the brand was not without its challenges. In 1931, Curtiss Candy Company found itself in a legal battle with the George H. Ruth Candy Co. over the latter‘s "Ruth‘s Home Run" candy bar, which the Curtiss company claimed was too similar to its own product. The court ultimately ruled in favor of Curtiss, preventing the competitor from using the name.

The Curtiss Candy Company also made a savvy marketing move in 1932, purchasing a billboard placement near Wrigley Field in Chicago. This strategic location allowed the company to capitalize on Babe Ruth‘s famous "Called Shot" home run, which landed near the Baby Ruth billboard, further cementing the brand‘s association with the legendary baseball player.

Changing Ownership and Continued Evolution

Over the decades that followed, the Baby Ruth candy bar changed hands multiple times. In 1964, Standard Brands acquired the Curtiss Candy Company, and in 1981, the brand became part of Nabisco‘s portfolio. In 1990, Nestle took control of the Curtiss brands, including Baby Ruth.

Despite these ownership changes, the Baby Ruth candy bar remained a fixture in the American confectionery landscape. In 1985, Nabisco paid $100,000 to feature the candy prominently in the film "The Goonies," where it became a favorite treat of the character Sloth. The brand also explored new marketing avenues, sponsoring NASCAR drivers Jeff Gordon and Jeff Burton in the early 1990s.

A Modern Refresh and the Official Candy Bar of Major League Baseball

In 2006, Baby Ruth reached a new milestone when it became the "Official Candy Bar of Major League Baseball." This partnership was driven by market research showing that Baby Ruth consumers were 22% more likely than the average population to be MLB fans and 18% more likely to have attended a game in the previous year.

Most recently, in 2018, the Ferrero Candy Company acquired Nestle USA‘s entire candy business, including the Baby Ruth brand. Ferrero then relaunched the candy bar in 2019 with an improved recipe, replacing oil-roasted peanuts with dry-roasted peanuts grown in the United States and removing the food preservative TBHQ. The packaging was also updated to include a new double-layer metallic wrapper to preserve freshness.

The Enduring Appeal of Baby Ruth

Through it all, the Baby Ruth candy bar has remained a beloved American classic, captivating consumers for over a century with its delicious blend of peanuts, nougat, caramel, and milk chocolate. The brand‘s enduring popularity is a testament to the power of a well-crafted, indulgent treat and the savvy marketing strategies that have kept it in the public eye.

As a historian, I‘m fascinated by the rich history and cultural significance of the Baby Ruth candy bar. From its origins as the Kandy Kake to its meteoric rise in the 1920s, the brand‘s story is a testament to the power of innovation, marketing, and a relentless commitment to quality.

The Baby Ruth‘s association with baseball legend Babe Ruth and its prominent placement in popular culture, such as the film "The Goonies," have further cemented its status as an American icon. The brand‘s ability to adapt and evolve, as evidenced by Ferrero‘s recent relaunch, is a testament to its enduring appeal and the loyalty of its devoted fan base.

For collectors and investors, vintage Baby Ruth packaging, memorabilia, and related items could hold significant value, particularly for those in pristine condition. However, without more comprehensive data on the collector‘s market, it‘s challenging to provide a definitive assessment of the investment landscape.

As the Baby Ruth candy bar continues to evolve and adapt to changing consumer preferences, its rich history and cultural significance ensure that it will remain a beloved American classic for generations to come. Whether it‘s being airdropped from the sky, featured in classic films, or sponsoring America‘s pastime, the Baby Ruth candy bar has proven itself to be a true icon of the confectionery world, captivating consumers with its delicious blend of peanuts, nougat, caramel, and milk chocolate.

Conclusion

The story of the Baby Ruth candy bar is a testament to the enduring power of a well-crafted, indulgent treat and the savvy marketing strategies that have kept it in the public eye for over a century. From its humble beginnings as the Kandy Kake to its status as one of America‘s top-selling candy bars, the Baby Ruth‘s journey is a captivating chapter in the annals of confectionery history.

As a historian, I‘m deeply impressed by the brand‘s ability to adapt and evolve while still maintaining its core identity. The Baby Ruth‘s association with baseball, its prominent placement in popular culture, and its ongoing appeal to collectors and investors all speak to the enduring legacy of this American icon.

Whether you‘re a lifelong fan or discovering the Baby Ruth for the first time, the story of this beloved candy bar is sure to captivate and inspire. As we look to the future, it‘s clear that the Baby Ruth will continue to hold a special place in the hearts and minds of candy lovers for generations to come.