Licorice Snaps: The New Formula

Thursday, July 18th, 2013 by Jessica Prokop
Is the difference subtle or substantial?

I love licorice snaps.

You could say I acquired a taste for them. Black licorice is my absolute favorite candy, so I’m always up for a new licorice adventure.  The first time I ate Snaps, I thought I hated them. I thought they tasted like paint. But they had a tough toothiness that made them kind of irresistible. By the time I finished my first box, I was hooked. I don’t know what that paint thing was about. I love them.

old-fashioned-original-licorice-snapsA Troubling Tip

At CandyFavorites, a customer recently brought it to our attention that he noticed a difference in his Snaps. While the bag said “same great flavors, softer, chewy center,” the taste he loved was gone. Saying that the change was far from an improvement, he likened it to what happened with the new Coke.

The New “New Coke”?

As a newly minted lover of Snaps, I was alarmed and tasted our latest shipment immediately. I felt like I could savor the old snaps, and these feel somehow less substantial and harder to hold onto. I’m able to go through a pile of them much more quickly than before. Which raises the point that I still enjoy them. I feel safer since the recall. But, as these things usually go, something seems to have been lost. I believe that luck does play a role in success, and striking just the right balance can make magic. That’s what I believe has happened with snaps. They’re still very good. They’re just not quite “The Original Licorice Snaps“.

Have you tried both versions of Snaps?
Tell us what you think in the comments.

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43 Responses to “Licorice Snaps: The New Formula”

  1. Stephanie Stuart says:

    I don’t mind the texture change, but they should be aware that texture is a HUGE part of the desirability of food. If it ain’t broken, don’t fix it!

  2. I love original licorice snaps. I have been eating them for about 45 years.
    Last week I bought then new version and they were actually disgusting!! I had to throw 4 bags away. They do not taste the same and have a new texture–almost mushy.
    After waiting so long to get my fix with the recall debacle, I feel totally betrayed by American Licorice Co. ruining my favorite candy.

  3. WHAT HAPPENED TO MY SNAPS? The latest box I bought (last night) was a huge disappointment to me. The are NOT THE SAME! I feel like I’m just eating an ordinary piece of licorice now. There is nothing unique or scrumptious about the taste. The box says ‘Same classic taste, chewier center” or some such nonsense. Forget it. They’ve messed with the perfect recipe that I’ve enjoyed for many, many, MANY years. I’ve been robbed!!!! I don’t think I’ll ever buy another Snap as long as I live. I’m so bummed.

    WHY?????

  4. Laurie says:

    The new Snaps are horrible. Can’t hardly bear the thought that we will never see the original formula again. Does anyone like the new formula??

  5. Debbie says:

    I was extremely disappointed to eat the new snaps. They are totally different and do not even taste close to the original snaps. Snaps have been a part of my life as long as I can remember and if they don’t change it back it will not be part of my future!

  6. jeff says:

    Feels like I’m chewing sponge. Very disappointing. licorice flavor is very weak.

  7. Mary says:

    I am 70 yrs old and have loved Snaps all my life but now I find them totally disgusting. They make me nauseous! They don’t have any licorice flavor at all. They are soft, mushy and taste terrible! I am so disappointed in them and sad that my favorite candy is now ruined. What were they thinking when they came up with this new formula?

  8. Roger Gallerini says:

    I am totally bummed with the new snaps. I used to buy about 4 bulk plastic containers a month and spent about $28 a month. Now, I will spend zero.

  9. DONNA MERKAU says:

    My family all grew up on and LOVED the original snaps. We absolutely HATE the new formula and we all wrote to the company but they just issue a standard “oh well” response so I don’t think they really care. We WILL NEVER BUY SNAPS until they bring back the original version

  10. susan berg says:

    I also used to eat several bags of original snaps a month, been eating them for 25 years but not any more, the new formula is waaaay too horrible.. sorry to see this end of an era..

  11. cin says:

    horrid horrid horrid! the company will not answer correspondence & it seems they have no intention of bringing the old LOVED snaps back. these new ones are the worst ever & i can no longer buy them… i have to buy a knock-off brand, which is now way better (than their replacement at least).

  12. Patti says:

    Baby boomers unhappy with new snap formula. Who ruined our snaps???

  13. Trinaa Schauer says:

    The new licorice snaps are terrible! The taste is nasty and they are soft! Yuck! They are disgusting! Why was the formula changed? The old fashioned licorice snaps are the best!!!!!!!!! I won’t buy the new kind again I threw the bag away thought there was something wrong with them!

  14. Kelly says:

    I buy my snaps in bulk from the grocery store and noticed a change the last few times. I am now sifting them out to try to find the ‘good’ ones. These new ones are terrible! They don’t even taste like black licorice. I miss the ‘good’ ones!! Won’t buy them again.

  15. Jan says:

    Hate new snaps. Snaps have been my favorite since childhood. The new formula is very bad with little licorice flavor. False advertising by company as they are not the original snaps made since 1930s. I am upset that the company refuses to explain or respond to inquiries. They have lost another previously loyl customer.

  16. Bob says:

    The new Snaps are terrible. They may be softer,
    but the flavor is off. I also feel that the licorice center
    has a grainy texture to me.
    I spoke to a girl at a Candy Shoppe, and she said they don’t sell like they used to. Seems that people are very unhappy
    about this change.
    The new ” Original “formula needs to be tossed out
    and bring back the old ” Original ” formula. Til then,
    snaps are no longer on my grocery list.

  17. Stan says:

    Where does a bad idea (like reformulating Snaps) get started, and why would anybody go along with it?

    These things are terrible, and now can just be added to a list of once great candies which have lost all of their personality:

    Snaps (now soft and putrid)

    Bit O’ Honey (no longer has swirls of peanut butter or nuts in it)

    Mary Janes (see Bit O’ Honey comments)

    Jujy Fruits (made softer and with flavor changes – they’re now just like Dots…..which suck)

    NECCOs (horrific flavor and color changes)

    Candy Cigarettes (credit NECCO for ruining these as well. Once a strong pepsin flavored candy is now like eating a piece of chalk)

    These were some of my all time favorites, but, alas, are just memories now.

  18. Ann says:

    For many years I have loved and purchased SNAPS. Several months ago I bought some and I couldn’t believe what they tasted like!! Terrible!!! They didn’t even taste like licorice and they were soft like jellies. I was shocked what they did to these! I will NEVER buy them again and they should Stop calling them SNAPS! They’re not!

  19. Patty says:

    Yuck! I’ve been a lover of Snaps since —well– 50 years! My friends and I lovingly called them “soap candy” due to the indescribable flavor they had–we all LOVE them!! What have you done? They’re mushy, have too much coating, and the coating is just, well, just sweet. Not the taste that we loved. It’s a completely new taste that I don’t like. I’ll have to find a new favorite. Too bad.

  20. Patty says:

    Yuck! I\\\’ve been a lover of Snaps since —well– 50 years! My friends and I lovingly called them \\"soap candy\\" due to the indescribable flavor they had–we all LOVE them!! What have you done? They\\\’re mushy, have too much coating, and the coating is just, well, just sweet. Not the taste that we loved. It\\\’s a completely new taste that I don\\\’t like. I\\\’ll have to find a new favorite. Too bad.

  21. Penny Neef says:

    I join the legions of Snaps fans who were very disappointed in the “new and improved” formulation, but today there is hope. I was at Walgreen’s in Portsmouth, VA and saw a bag that did not say something like soft, new flavor. The bag just said original Snaps. I took a chance and purchased them and am so happy that I did. They seem to have switched back to the original flavor and texture. Anyone else try again?

  22. I recently purchased 5 bags of the”original” snaps at Walgreens up here in Wisconsin and I am very dissapointed! FALSE ADVERTISMENT! The candy is not the same anymore. I know. Ive been enjoying Snaps since the early 70′s! The new formula has too thick of the coating, which does not taste the same as it did when it was made in Alsip,Illinois and throughout those many years! Also the candy is too soft(which is acceptible to me) but again not ” original”

  23. I recently purchased 5 bags of the\"original\" snaps at Walgreens up here in Wisconsin and I am very dissapointed! FALSE ADVERTISMENT! The candy is not the same anymore. I know. Ive been enjoying Snaps since the early 70\’s! The new formula has too thick of the coating, which does not taste the same as it did when it was made in Alsip,Illinois and throughout those many years! Also the candy is too soft(which is acceptible to me) but again not \" original\"

  24. Terry says:

    Whoever can up with the formula and whoever approved the change to snaps should be fired on the spot. I ordered 6 bags and threw 6 bags minus the 3 snaps I ate in the trash.

  25. Helen says:

    I agree with all of you about how they RUINED SNAPS by changing them to drastically. I complained directly to the American Licorice Company who I believe make Snaps.

    But I noticed the change in texture and hence flavor, right after small amts of lead were found to be in the candy. I wonder if whatever was causing the lead to occur, was also what gave Snaps the better, more chewy texture.

    Have you also noticed how all of the pieces are now exactly the same size and shape (shorter, fatter, wider – like me as I age haha)?! Booorrring.

  26. Helen says:

    Why change a good thing?!!! I can’t imagine why a company would change Snaps candy after 75 yrs or whatever, unless it was beyond their control like the lead thing. Bummer I will miss them cz I can’t handle the gross new version.

  27. Arvid says:

    I do not like them Sam I am.. To put “original” on the package is false advertising. Say “New”. Saying “improved” would be back to false advertising again! They do not taste at all the same and are texture is distasteful.

  28. jaye says:

    When the Snaps were recalled, I patiently waited for them to be reinstated. I have been a Snaps fan since I was a child. When I read that they were back, I got a bag at my local drugstore. When I tasted them I thought I had gotten a bad bag, so I ordered a big bulk bag from my candy source. They had the same pathetic taste and consistency. Somebody at the American Licorice Company’s got some explaining to do.
    I plan to write the company and express my displeasure with this short sighted, stupid and disastrous decision to mess up a good product, They have stolen a part of my childhood, and maybe if we act they will rethink their misguided mistake.

  29. jaye says:

    P.S. If you let them sit a few months they taste somewhat better.

  30. Jon says:

    I love the old snap enough to actually reply. I purchased some at Walgreens. They had ‘Same great taste’. Ha what a joke. They destroyed there product. I wrote the company and never obtained a response. I also wrote Walgreens. Since I last tried the ‘New Snaps’ Walgreens at least in my area no longer carries them. It is sad when some young snot at a company destroys the product. Unless they go back to the old Snaps I will never buy them again.

  31. Barry says:

    Disgusting! That is my reaction to the new Snaps formula. They have no business to advertise same great flavor on the packaging as it is grossly different and just plain GROSS! I will not purchase these again (so sad).

  32. Jean says:

    I started eating Snaps back in the 1950s. They were sold in boxes. At the time, I thought how appropriately they were named because when you bit into them they would snap apart in your mouth. In other words the licorice was dryer than what’s in the product today. I bought a bag yesterday and found the licorice very soft and chewy, e.g. stick to your teeth chewy!!!. Sorry, you’ve now lost me as a customer because I dislike the new product so much.

  33. Laurie says:

    I hate the new formula for SNAPs and wish the manufacturer would listen or look at their sales records to see that everyone hates the new formula.

  34. Laurie says:

    How can we get the manufacturer to go back to the original formula for SNAPs!

  35. lawrence welk says:

    Please
    Bring the original snaps back.
    I won’t but the new ones.
    who wants to join me in a ..get em back campaign

  36. Tom says:

    I still like Snaps and have eaten them for 70 years. They are softer and they don.t have a real good licorice flavor, but I will continue to buy them.

  37. Karen says:

    Just like all the others, I too miss the good ‘old recipe’ Snaps. I have loved Snaps since a child in the 50s I would buy a box to enjoy, even most of the other kids thought licorice was yucky! Well, I now think that the “new,” but definitely NOT improved, Snaps are yucky! Matter of fact, my grandchildren even liked the old Snaps, but now they prefer red licorice instead.

    PLEASE, PLEASE, PLEASE bring back the old delicious licorice Snaps I so loved and called my favorite candy for the last 50+ years!

  38. Faithful customer since 1959. Snaps had a unique flavor and texture unmatched by any other candy or licorice. Now, like so many other food items, its a non descript, empty, bland boring waste of money. The “new” version envokes memories of nothing and makes me wish someone in charge would just admit this dismal failure and correct it before we forget Snaps. I don’t fault people for trying something new but this is a giant step back and American Licorice Co. should admit their mistake and go back to the real original formula.

  39. Susan P says:

    This new rendition of Licorice Snaps is awful. I stop to look at the product when I happen to be in a Walgreen’s but I can see it’s the same fat, bloaded, over-soft product and I walk away. Let it sit open for a week and it’s more palatable but the flavor isn’t right. The licorice has too little licorice flavor. The licorice is too thick and too soft.

    When asked what candy would I choose if I had to pick just ONE candy to ever eat again, I said Licorice Snaps without hesitation. Since the formula change, I don’t say Licorice Snaps.

    I also won’t buy the product. For licorice, I’ll buy Panda’s black licorice bars instead. Nice but when I want a Licorice Snap, I want the original goodness.

  40. Paula B. says:

    I am a life-long Snaps fan, and our family bought close to 20 bags every month.

    No more.

    The new snaps are HORRIBLE in almost every way possible…taste, texture and even the new uniform shape/length. I immediately returned every bag of this now vile product to the store.

    Sadly, a recipe change was not even required. Per the American Licorice Company the licorice in Snaps was not a part of the lead recall (different formula) and therefore did not need to be pulled from store shelves or changed in any way.

    So sad.

    I will never buy Snaps again (unless they bring back the “original recipe”).

  41. Janet says:

    As far as I’m concerned, Snaps are back to their original formula. None of the bags I’ve purchased in the last maybe 10 months has said “new improved chewy center” or whatever. They taste just like they used to. I didn’t like the new formula but I found that if I left the bag open for a while they hardened up a bit which helped with the taste.

  42. SUZANNE says:

    I HATE THE NEW FORMULA…ITS LIKE A JELLY BEAN INSTEAD OF LICORICE….DONT BUY THEM ANY MORE

  43. Mary Ann Evans says:

    Please bring back the original formula of snaps. The world is changinng for the like Soilent Green. Lets not alllow everything to be just chemical.

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