Philadelphia! What do you think of when someone mentions Philadelphia? The signing of the Declaration of Independence? The Phillies? The Oscar-winning 1993 movie with Tom Hanks? Or Goldenberg's Peanut Chews?
These bite-sized pieces of chewy peanutty goodness, wrapped in chocolate have been part of the landscape of Philadelphia since 1917.
Romania in the late 19th century was not a good place for Jews to live. David Goldenberg knew this only too well. In his eighteen short years he had seen a constitution written that deprived all Jews of citizenship. Later laws would ban Jews from certain professions, from public education and allowed their expulsion from Romania.
So, in 1890 David left his large family behind and emigrated to America.
Things were tough to begin with. He started by selling candy at carnivals. Soon he had a family of his own to feed.
Having built up a business, he opened a store on Kensington Avenue. But it was the United States' entry into World War I that gave David his big break.
In 1917, the United States Army needed non-perishable pocket-sized foods for the soldiers to eat. David created the peanut chew in response and they were a huge success.
Demand for the chews was so great that in 1921, David's son, Harry, introduced prewrapped peanut chews for sale to everyone.
At this time a "Peanut Chew" was a single bar, about the size and shape of a Snickers. So how did they come to be the little bite-sized nuggets that we know and love today?
The answer comes from the movie industry in the 1930s.
People liked to snack while at the movies. But there's a logistical problem: it's somewhat difficult to concentrate on what you're eating in a dark movie theater when you're trying to focus on the swashbuckling adventures of Errol Flynn.
So Harry was asked if he could make his popular Peanut Chews a little more "movie-friendly". He complied, making them into bite-sized pieces.
As demand grew, so the Goldenberg Candy Company grew. They began to make a wide variety of candies. The future looked bright.
But by the end of World War II, the candy industry faced problems. People started to make candy at home; it became impossible for a large company such as the Goldenberg Candy Co. to carry on.
So at the age of 77, David Goldenberg saw his life's work in tatters. In 1949, he decided to liquidate his company.
But David's son, Harry, wasn't happy with this. Together with Sylvia, his wife, he bought the rights to Peanut Chews and restarted production. Unlike his father's company, Harry concentrated on making just one product: Peanut Chews.
While Goldenberg's Peanut Chews continued to thrive in the Philadelphia area, over time it became harder to compete with the bigger candy companies. Goldenberg Candy could make a fantastic product, but they couldn't advertise it.
In 2003 Harry's son, Carl, finally decided that he had no choice: if Peanut Chews were to survive, he would have to sell the company to someone who was able to get the word out about them.
Enter Just Born, of Peeps fame.
Since taking over the product, Just Born have rebranded them for a younger market. There have been television commercials and sponsorship of motocross, BMX and skateboarding events. Peanut Chews can now be found outside more than just the WaWas of Philadelphia and Maryland.
You can see the new-style Peanut Chews in this recent TV spot:
Although they look a little different today, it's the same classic candy which has been an integral part of Philadelphia for over 90 years.
When it came to tasting Peanut Chews, we were able to pick up a special edition pack using the old Goldenberg's wrapper, which is what I used for the photos. Other than the label, the only difference is that the new version contains six chews, while the old one contained eight.
"Oooooh, you can really smell the peanuts!" enthused Natalie as I opened the wrapper.
They were really very chewing, but not exhaustingly so. The peanuts aren't held together by caramel, but a more demure molasses-corn syrup mixture.
"It's like a Snickers, but less fake." Once again, Natalie was right on the money. Snickers have some peanuts and a lot of caramel and nougat; Peanut Chews have a lot of peanuts but only a small amount of goop. What you get is a candy bar that tastes natural, not artificial.
"These are so nostalgic," she smiled, "I used to get them before piano lessons when I was young." Natalie took another piece.
The only downside, perhaps, is that because there are so many peanuts and so little goop, the filling is a little dry. It's not as sweet as some other chocolate bars. This is a plus in my book, but I could see this being a negative for some people.
In all, though, it's a magnificent bar that lives up to its reputation. A big thank you to Philadelphia for giving the world Peanut Chews!
Oh yes, and that Declaration of Independence thing, too.
Goldenberg's Peanut Chews by Just Born, Ratings
Natalie: 8/10
Richard: 8/10
Text and photographs: Richard Peevers Read More...







