The Sweet History of Leaf Brands

Leaf Brands has a long and colorful history in the candy industry, filled with innovation, mergers, and sweet success. The story begins in the 1940s, when Sol S. Leaf founded the Leaf Confectionery Company in Chicago. His goal was simple: to create quality candies that brought joy to people of all ages. This early vision would eventually grow into one of the most recognizable names in American confectionery.

In 1947, the company merged with several others to officially form Leaf Brands. Just a year later, in 1948, Leaf made history by releasing its first set of baseball cards—the first full-color series to appear after World War II. These cards became instant collectibles and helped cement Leaf’s place in American pop culture. The following year, in 1949, the company brought back a fan favorite: Whoppers malted milk balls, which remain a popular treat to this day.

Over the decades, Leaf continued to grow and diversify. In 1983, the company acquired the Jolly Rancher brand, adding one of the world’s most famous hard candies to its lineup. Around this time, Leaf was owned by the Finnish company Huhtamäki Oyj and merged with other candy makers under the Leaf name, expanding its global presence.

However, in 1996, a major shift occurred when The Hershey Company purchased Leaf’s U.S. division. This acquisition marked the end of Leaf International’s direct operations in the American market. In 2011, the European side of the business merged with the Swedish confectionery company Cloetta, forming Cloetta AB—a major player in the Scandinavian candy market.

But the Leaf legacy did not end there. In 2015, entrepreneur Ellia Kassoff revived the brand by founding Leaf Brands, LLC, a modern American candy company independent of the original European operations. The new Leaf Brands has since focused on bringing back nostalgic favorites such as Astro Pops, Tart n’ Tinys, and Wacky Wafers, preserving the company’s tradition of sweet innovation for new generations to enjoy.
The Sweet History of Leaf Brands