Valentine's Day is just around the corner, and for many, it simply wouldn't be complete without the iconic conversation hearts, those sugary little treats adorned with sweet messages. From "Be Mine" to "Kiss Me," these heart-shaped candies have captivated hearts (and taste buds) for more than a century. But how much do we really know about the history and popularity of these festive confections?
According to reports, conversation hearts have been delighting candy enthusiasts since they were first manufactured by the New England Confectionery Company (Necco) over 100 years ago. The candy's origin story traces back to the 1840s when Oliver Chase founded the company and invented machinery to crush sugar and cut lozenges. It was his brother Daniel who later initiated the process of stamping words onto candies. By 1902, the beloved candy was shaped like hearts, transforming them from simply motto wafers to what we now know as conversation hearts.
True to their name, conversation hearts encourage communication. They often serve as tokens of affection during Valentine's Day celebrations, allowing givers to express their feelings through short, whimsically cute phrases. Reported by National Geographic, early printed messages were remarkably lengthy compared to today's options, featuring sentiments like, "Married in satin, love will not be lasting." Modern phrases have streamlined considerably, focusing on concise, catchy musings.
These heart-shaped candies quickly became the preferred treat for Valentine's Day, accounting for nearly 40% of the holiday's candy market as of 2011. With nearly 14 million pounds produced each year, that's between 4.8 to 6.7 billion individual candies! Such staggering numbers demonstrate the candy’s significant cultural imprint during this romantic season.
Interestingly, conversation hearts weren't originally heart-shaped. Prior to the early 20th century, candies came in various shapes like shells and baseballs, with messages impressively stretched across them. The innovation of the heart shape allowed for shorter phrases, such as, "Be Mine" and "Love You." Ah, the grip of nostalgia! Many adults recall fond childhood memories associated with these delightful treats.
Love for conversation hearts spans ages, tying them closely to childhood Valentine's Day parties. Aimee Scott, Necco's former marketing director, once noted, "Our main market is in classrooms — kids, teachers, and moms," indicating how deeply rooted these candies are within the fabric of young romantic rituals. This special connection means conversation hearts continue to be cherished by adults who enjoyed them as children.
Fans of these treats often debated which flavor was the most appealing. A significant shift occurred in 2010 when Necco changed its recipe for the first time. Bold flavors like green apple and blue raspberry replaced traditional favorites. Not everyone embraced the new flavors, resulting in some nostalgic customers speaking out against the changes on social media, even creating dedicated groups advocating for the return of the old recipe. Clearly, opinion divides candy lovers who prefer either the original or newer flavors.
2020 marked another pivotal moment for conversation hearts. Following the bankruptcy of Necco, the beloved Sweethearts were on pause for the first time. There was some panic among candy lovers, with increased off-season buying of whatever stocks remained. Thankfully, Spangler Candy Company came to the rescue, promising to revive the iconic treats. The original recipe for Sweethearts was unearthed during the transition, reigniting fun flavors like banana and wintergreen, much to the delight of nostalgic fans.
With Candy being the top gift for Valentine's Day—57% of people surveyed planned to gift sweets according to the National Retail Federation's 2024 Spending Survey—it’s no wonder candy hearts consume substantial retail space during this season. Notably, they account for substantial segments of inventory in classrooms, as kids exchange sweet sentiments with classmates.
The connection between children and these small tokens of affection remains significant, often providing templates for discourse around sharing, expressing feelings, and fostering friendships during lively classroom exchanges. By limiting their availability to Valentine's season, manufacturers sustain a level of anticipation among consumers. The candy's spike around February remains unparalleled, as shoppers flock to stores to give these treats to their loved ones.
Growing awareness about food coloring regulations also hints at potential changes on the horizon for conversation hearts. With the FDA banning the use of Red No. 3 starting in 2027, brands like Brach's might need to adjust their recipes. Luckily, those produced by Spangler's Sweethearts remain unaffected by this change and continue to spread joy.
Conversation hearts are far more than mere candy; they express sentiments and evoke nostalgia. Whether depicting sweet nothings between lovers or friendly kid exchanges, they capture the essence of Valentine’s Day. So this February, as you pick up those brightly colored candy hearts, take a moment to appreciate the rich history and tradition they carry with them!
This Valentine’s Day, make sure to keep some conversation hearts on hand. Not only will they add sweetness, but they’ll also encourage love and laughter, valuable sentiments for this heartfelt holiday!