Pixy Sticks, those colorful and sugary treats that brought joy to many of our childhoods, have gone through quite a journey over the years. Let's dive into the story of what happened to Pixy Sticks and how they have evolved.
1. Origins of Pixy Sticks:
Pixy Sticks were first introduced in the 1950s by the Sunline Inc. company, based in St. Louis, Missouri. These powdered candy-filled straws quickly became popular among children, known for their vibrant colors and tangy flavors. The original Pixy Sticks were packaged in a straw-like wrapper, which made it easy to pour the powdered candy directly into your mouth.
2. Acquisition by Nestle:
Fast forward to 1988 when Nestle, the renowned multinational food and beverage company, acquired Sunline Inc. along with all its trademarked candies, including Pixy Sticks. This acquisition allowed Nestle to expand its candy portfolio and reach a wider consumer base.
3. Wonka Candy Rebranding:
Under Nestle's ownership, Pixy Sticks were rebranded as a Wonka candy. The Wonka brand, inspired by the famous Roald Dahl novel “Charlie and the Chocolate Factory,” aimed to bring a whimsical and magical element to their candy offerings. This rebranding added a sense of nostalgia and adventure to Pixy Sticks, aligning them with the Wonka brand's imaginative spirit.
4. Ferrara's Acquisition and Dropping of Wonka Branding:
In 2018, Ferrara Candy Company, a leading American candy manufacturer, acquired Nestle's U.S. confectionery business, which included Pixy Sticks. As part of this acquisition, Ferrara decided to drop the Wonka branding from Pixy Sticks' packaging. This move was likely aimed at consolidating and simplifying their candy brands, focusing on Ferrara's own established name.
5. Production Shutdown in St. Louis:
Unfortunately, in 2006, Nestle made the decision to shut down the production of Pixy Sticks in St. Louis. This closure marked the end of an era for Pixy Sticks, as the candy had been closely associated with its birthplace for several decades. The production was likely relocated to other facilities as part of Nestle's operational strategy.
6. Evolution of Pixy Sticks:
Throughout their journey, Pixy Sticks have remained true to their core concept of powdered candy-filled straws. While the branding and ownership may have changed, the essence of Pixy Sticks has endured. These sweet and tangy treats continue to be loved by children and adults alike, even without the Wonka branding.
Personal Experience:
As a sommelier and brewer, my expertise lies more in the world of wine and beer. However, I can't help but reminisce about the times I enjoyed Pixy Sticks as a child. The burst of sugary flavor and the excitement of pouring the powder into my mouth are memories that still bring a smile to my face.
Pixy Sticks have had quite a journey since their creation in the 1950s. From Sunline Inc. to Nestle's acquisition and subsequent rebranding as Wonka candies, and finally to Ferrara's ownership and dropping of the Wonka branding, Pixy Sticks have evolved while retaining their beloved powdered candy-filled straw concept. Though the production in St. Louis ceased in 2006, Pixy Sticks continue to delight candy enthusiasts with their vibrant colors and tangy flavors.