In news shocking to all Baby Boomers and younger, it has been widely reported that current manufacturer Ferrara Candy has decided to discontinue Fruit Stripe Gum, thereby once-and-for-all answering the question: no, we will not still feed you when we are 64.

Sixty-four years is a long time, but Ferrara Candy has only been selling Fruit Stripe for a small fraction of that time. Prior to 2012, Ferrara Candy was known as Farley & Sathers Candy, which itself was only founded in 2002 and bought the pre-existing Fruit Stripe brand from Hershey Foods in 2003. Hershey only had Fruit Stripe for about a year; they bought it in 2001 from Nabisco, which had acquired it in a 1981 merger with E.R. Squibb Company, which got their hands on it in a 1968 merger with Beech-Nut Life Savers who had introduced it in 1960.

(For more fun information on American corporation brand hi-jinks through history, I encourage you to visit the online archive of the United States Patent and Trademark Office, which retired their old TESS [Trademark Electronic Search System] last year for a more modern and easier to use but less acronymically friendly "cloud-based trademark search system" [CBTSS? Blech.] )

As has been the trend in recent beloved-but-unprofitable food brands being killed off by one corporate parent only to spring back to life under another (see: Hostess Twinkies and Necco Wafters), I expect that this media brouhaha will lead to continued life for Fruit Stripe. In fact, as of January 10, there is already a pending request at the US Patent Office for a new trademark just registered by Iconic Candies, a company dedicated to continuing discontinued "classic brands" like Bar None (discontinued by Hershey in 1997) and Creme Savers (discontinued by M&M/Mars in 2011).

Anyway, while we await zombie Fruit Stripe's inevitable return, in tribute to its nostalgic greatness, I offer a page from my personal comic book collection in which I demonstrated my 4-year-old's love of brightly artificial-colored, briefly artificially-flavored chewing gum by helping brand mascot Yipes the zebra navigate a maze of marketing Q&As.

from The Friendly Ghost, Casper, July 1980, No. 211

(Disclaimer: I might have cheated.)

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