Life Savers

Life Savers, the iconic ring-shaped hard candy, was invented in 1912 by Clarence Crane, a Cleveland-based candy maker who originally produced chocolate. During the hot summer months, he sought a more heat-resistant sweet

and developed a peppermint-flavored hard candy with a hole in the middle, which he called “Crane’s Peppermint Life Savers.” The candy’s name was inspired by its shape, resembling the life preservers used on ships. In 1913, Crane sold the rights to the candy to Edward John Noble for $2,900. Noble, a marketing-savvy entrepreneur, made a critical change by packaging the candies in foil-wrapped rolls, which helped preserve freshness and established the product’s recognizable form.

Marketing and promotion played a crucial role in Life Savers’ success throughout the 20th century. One of the most memorable advertising campaigns began in the 1970s, centered around the tagline “Get a hole lot more.” Life Savers were promoted as a candy that was as fun as it was refreshing.

Television commercials often showed close-knit family moments or idyllic settings, reinforcing its image as a wholesome, all-American treat. In the 1980s and 1990s, marketing leaned into nostalgia, targeting adults who had grown up with the candy, while also appealing to children with colorful flavors like Wild Cherry and Five Flavor rolls. Throughout its history, Life Savers underwent several ownership changes. Originally owned by Crane and then Noble,

it was later acquired by Beech-Nut Packing Company, and subsequently became part of the Nabisco portfolio. In 2000, Nabisco sold the brand to Wrigley, and it eventually became part of Mars, Incorporated, following Mars’ acquisition of Wrigley in 2008. These transitions didn’t disrupt the brand’s popularity, although new product lines like gummy versions and sours were introduced to adapt to changing consumer preferences.

Life Savers also had their share of legal and trademark challenges. A notable case occurred in the 1990s when Life Savers took legal action to protect its distinctive ring shape as a registered trademark. In Ferrara Pan Candy Co. v. Nestle USA, Inc., the courts acknowledged the importance of the candy’s unique shape in identifying the brand,

reinforcing trademark protections for product configuration. Such legal efforts were essential in maintaining brand identity in a highly competitive candy market.

Trivial facts add a layer of charm to the Life Savers story. During World War II, Life Savers were included in soldiers’ rations, both as a morale booster and as a small reminder of home. An urban legend persists that the hole in the center was designed to prevent choking—while not true, the story has contributed to the candy’s lore. The original Pep-O-Mint flavor remains a staple, but the addition of fruity flavors in the 1930s, including the beloved Five Flavor roll, broadened its appeal significantly. The brand also pioneered vending machine sales,

becoming one of the first candies to be distributed through such devices. Life Savers continues to be a nostalgic favorite while adapting to contemporary tastes and marketing platforms. Despite shifts in ownership and evolving consumer habits, the brand endures, bolstered by its unique shape, strong trademark identity, and deep-rooted cultural presence in America and beyond.