Everyone remembers the famous 1980s early afternoon) he was free to spend In 1912, Peter Paul opened a third the shelves dominated by a few huge ad campaign by candy giant Peter Paul, time on other activities. An ambitious shop, his second in Naugatuck. Around corporations. Inc., “Sometimes you feel like a nut, and enterprising man, he dreamed of this time Cal Kazanjian, Paul’s brother-in- From those first days grew a PETER sometimes you don’t,” which referred to being self-employed and began operating law, became associated with the business. philosophy that guided The Peter Paul the company’s two most popular a fruit and candy business with his two Cal had come to the United States from Manufacturing Company to quickly pros - candies, and Joy. By daughters, May and Lillian. Halajian and Armenia with his father, a Congregational per and continually expand, separating the 1980s, Peter Paul, Inc. was a giant in the girls would sell their homemade minister, a decade before. Cal became them from the thousands of failed firms: PAUL’S the industry, with annual net sales sweets door-to-door around Naugatuck increasingly involved in the business as a Give customers fresh, quality candy and topping $70 million. It had come a long and to commuters at the train stations up worsening arthritic condition limited top value for their money. These core way from its humble beginnings as a and down the Naugatuck Valley. The Paul’s personal attention at the shops. values allowed the company to survive small-town shop in demand for his products spread as he The small chain of sweets shops the ruthless candy competition of the PATH TO Nau gatuck, Connecticut. How that shop gained a reputation for supplying quality prospered through World War I, and Paul 1920s. Even more remarkably, while evolved into a nationally prominent sweets. After five years, he achieved his and Kazanjian dreamed of expanding the thousands of small businesses were corporation, weathered the Great dream of being a business owner. On operation beyond small-town candy closing their doors or cutting quality in SWEET Depression, and endured the supply February 1, 1895 he opened a candy and kitchens. During the war, the U.S. Army the 1930s, Peter Paul prospered beyond shortages of World War II to become the ice-cream shop on Water Street in commissioned various American candy even its founders’ sweetest dreams. manufacturer of some of the best- Naugatuck, not far from the bustling rub - manufacturers to provide for the All of the original founders and first known candy bars in the world is a ber factories and the town center. doughboys in Europe. As a high-energy stockholders were, like Paul and SUCCESS genuine American-dream story. Halajian sold a variety of items including food that would last for long periods of Kazanjian, Armenian immigrants. The story begins with the confections lemon drops, peanut brittle, licorice, time in the trenches, chocolate bars During the late 19th and early 20th cen - By Gregg Pugliese of Peter Halajian. Born in Armenia in various , , and assorted became a comforting staple. The troops turies, thousands of Armenians came to All images from the collection of the Museum of Connecticut History 1864, he came to the United States in ice-cream flavors. His sweets were a eventually returned home, and, as the United States to escape persecution 1890 and began working in one of delicious sensation, and within a short civilians, wanted more of the same. The and horror in their native land. Even as Naugatuck’s thriving rubber factories. time he opened a second shop, this one in American candy-bar business was assured, their country was part of the multi- His job was flexible enough that once he Torrington, where his brother lived. and the two enterprising men wanted to national Ottoman Empire, the Armenian reached his quota for the day (often by Because customers found it hard to pro - become part of the emerging industry. people were determined to maintain their nounce his Armenian surname, Halajian Their dreams, however, would take the own traditions. Christians in a mostly legally changed it to the English equiva - ambitions, and the money, of more than Muslim state, the Armenians became lent, Paul. Around the turn of the century, just two men. In 1919 they convinced targets of physical extermination by he began advertising, using clever slogans four other close friends and relatives to their Turkish rulers. Violence and forced in local newspaper ads and distributing pool their resources and go into the candy deportations caused thousands to handbills to potential customers. business on a much larger scal e. emigrate to the United States. Many Their firm was estab - came to Connecticut for education and lished as the Peter Paul job opportunities, carving out small Manufacturing Company. ethnic enclaves in Hartford, New Haven, According to the National Bridgeport, and throughout the Confectioners Association, Naugatuck Valley. it was one of an estimated The six founders of The Peter Paul 6,000 candy companies Manufacturing Company were a tight- that began production knit group, and the company would between the World Wars. retain a family atmosphere throughout its Since that time, tens of history. Paul became the company’s first thousands of candy-bar above: Charcoal gum box top. During World War II, Peter varieties have been Gregg Pugliese teaches history, political Paul stepped up production of charcoal gum, which required introduced in the United science, and economics at John F. Kennedy little and no . High School in Waterbury. He would like to States. Today, fewer than left: Peter Halajian legally changed his name to Peter Paul thank his family and the wonderful people around 1895 when he opened his second candy store, 300 companies manufac - at the Naugatuck Historical Society for all c. 1910. ture the vast majority of of their help. Newcomen Society in North America program, 1971 Cream Mints tin, c. 1935 candy in the America, with CT Explored / 22 CT Explored / 23 Connecticut Explored Vol.8 No. 2 SPRING 2010 COPYRIGHT 2010 by CONNECTICUT EXPLORED. Copying and distribution of this article is not permitted without permission of the publisher. president; George Shamlian, a former The owners, however, knew that to Commerce, agreed to make the loan, and chemist with Naugatuck Chemical, became succeed in the long run, they needed to the company moved to Naugatuck, where it vice president, and Kazanjian became differentiate themselves from the competi - had its roots with Paul’s original candy shop. secretary/treasurer. Kazanjian would also tion. They hired Harry Tatigian, an On a spacious hillside on the road to be responsible for setting up a sales organi - experienced candy maker from Bridgeport, to Bethany, away from the grimy industrial zation of commission brokers; finding help develop some unique products to set The heart of the rubber factories, the company retailers willing to sell the products of a new Peter Paul Manufacturing Company apart. erected a new plant for $35,000 in 1922 and company was a daunting task. Cal’s cousin The first really distinctive product the faced the future with a renewed sense of Artin Kazanjian and Jacob Chouljian company produced was the Konabar, a optimism. The thriving company also became foremen of operations, and chocolate-covered blend of coconut, nuts, broadened its line to include new items such and fruit. The new prod - as the Smile-Awhile (a peanut roll with a uct was a relative success, center), Bachelor Bars (featuring but nobody could have sesame seeds), Thin Mints, and after-dinner imagined the changes mints. The expansion quickly paid off; it that were coming. took the company only two years to repay The product that the loan in full, with interest. would make Peter Paul a In 1927, Peter Paul, who had been in household name was poor health for some time, died, and Cal the Mounds candy bar, Kazanjian was named president. He would introduced in 1921 with remain in that position until his own death the same combination of in 1948, leading the company through the snowy-white coconut Great Depression and the challenges of and we dealing with shortages of raw materials enjoy to this day. during World War II. Developed by Shamlian In 1929 the company made its first left: Cal Kazanjian, one of the original founders of Peter Paul, Inc., c. 1940. and Tatigian, it was an acquisition, purchasing J. N. Collins Company, He became company president in 1927 after Paul died and led the company instant sensation and a caramel business operating in Minneapolis through the Depression and World War II. would remain the com - and Philadelphia. The Peter Paul right: George Shamlian, a chemist and one of the six original founders, is credited with developing the Mounds bar in 1921, c. 1950. pany’s best-selling and Manufacturing Company then officially most popular product became Peter Paul, Inc. Newcomen Society in North America program, 1971 throughout its long The popularity of the Mounds bar Chouljian’s cousin Jacob Hagopian became history. Mounds was such a success that continued to grow throughout the 1920s, assistant treasurer. Chouljian would later production could barely keep up with and Peter Paul, Inc. found itself competing marry one of Cal Kazanjian’s sisters, demand, especially since the work was so with some of the most famous names in the strengthening the feeling of family in the tedious. Each bar was individually rolled, business. Nationally, the biggest competition Advertisement company. These six men risked a total of flattened, shaped, dipped in chocolate, and came from three bars introduced around the for Mounds, $6,000 (roughly $66,000 today) on opening wrapped in foil, all by hand. same time as the Mounds: The Oh Henry! c. 1955 a company in the emerging candy-manufac - By 1922, the business had grown to such was introduced in 1920 by the Williamson turing business. The new company began an extent that it needed more space and Candy Company of , the Baby Ruth production in November 1919 in a 50-by- new machinery. Cal Kazanjian approached in 1921 by the Curtiss Candy Company, also 60-foot loft on Webster Street in New the company’s New Haven bank for an of Chicago, and the Milky Way in 1923 by Haven. With no refrigeration system, they investment loan, but his request was the Mars Company of Minneapolis. made the candy at night and shipped it out refused. The bank believed that the candy Kazanjian believed in a philosophy of the next morning while it was still fresh. At business was already too crowded, which specialization and decided to discontinue first, they manufactured a line of confections made The Peter Paul Manufacturing most of their other items to concentrate on not too different from what other manufac - Company too much of a risk. A more fore - developing an efficient, low-cost way to turers offered: a coconut-cream bar, peanut sighted Naugatuck bank, however, through produce Mounds. Recognizing that they brittle, candy kisses, and lollipops. the efforts of the local Chamber of could not continue to manufacture the

CT Explored / 24 CT Explored / 25 confection by hand, in the to its tradition of quality, Peter Paul retooled percent of what was imported into the auxiliary schooners to bring from its claim on national radio in the 1930s, Advertisement for Almond Joy candy, c. 1955. Developed in the early 1930s the corporation its product, making it a bargain consumers United States. More than 100,000 pounds several small Caribbean islands to Peter Paul led the industry in the use of late 1940s, the Almond Joy was Peter Paul’s second-best seller, after the Mounds bar. developed an automated couldn’t resist. Instead of downsizing as of candy a day was shipped out of processing plants in Puerto Rico and network television advertising in the early machine for cutting the other candymakers were doing, they Naugatuck. The town once known as the Florida. Soon these vessels, called the “flea 1950s. The Peter Paul Pixies sang that edible portion of the repackaged Mounds in cellophane rather home of the United States Rubber Company fleet,” were supplying the company with Mounds and Almond Joys were coconut from its shell. than tin foil for better sales appeal. Better became better known throughout the its desperately needed raw material. The “Indescribably delicious,” and the entire Chocolate-coating machines yet, they doubled the product’s size, making United States as the home of Peter Paul, Inc. schooners occasionally reported enemy nation agreed. Later, the company would and refrigerated conveyors it a twin bar but continuing to sell it for the Radio advertising contributed mightily submarine sightings to the naval authori - be the first candy manufacturer to use were also installed. The same five-cent price. This was a major to the company’s incredible increase in ties but never were targeted by the subs full-color TV commercials as a perfect final step to full mechaniza - gamble. It would require producing twice sales in the 1930s. Peter Paul advertised on themselves. Peter Paul gave the coconut medium for showing its products’ tion came in 1932 when as much candy (and buying twice as much the nationally syndicated shows of the shells to chemical plants, where they were irresistible chocolate and coconut. engineers converted a in raw materials) in the hope that sales most popular radio personalities of the used to produce activated carbon for gas By the 1970s, the candy business soap-bar wrapping machine would rise dramatically. time, including Uncle Don, Gabriel Heatter, masks and high explosives. was changing drastically, and larger corpora - to handle candy products. The risk immediately paid off. Within Bill Slater, and Edwin C. Hill. The compa - Sugar rationing and chocolate shortages tions targeted Peter Paul for acquisition. To The innovation came just 30 days sales increased beyond all expecta - ny’s popular slogan “What a bar for five further complicated the job of manufactur - avoid a hostile takeover, the company initi - in time. Depression gripped tions. In 1934, the company built a $60,000 cents!” was broadcast across the country, ing high-quality candy bars. The ated talks with several companies, and, the country. Sales and earn - addition to the Naugatuck plant and invested while the “Limpin’ Limerick” contest management, however, refused to use despite objections from many long-time ings were beginning to fall, still more in new machinery to meet offered $100 in prizes every week to the fillers or substitutes of any kind. Cal shareholders, Peter Paul, Inc. was sold in and it was tempting to demand. Current earnings paid for the 100 best listener-submitted limericks about Kazanjian pledged, “We will make Mounds 1978 to Schweppes, a British firm. contain costs and protect expansion; the company incurred no debt. Mounds and Dreams. the right way, or we will close the Cadbury paid $27.50 per share, or about profit by cutting quality. In That same year, the company introduced a “Any business that doesn’t emerge from company down until we can.” Making $58 million. The words “made in fact, many companies new product, the Dreams candy bar, named the depression stronger than it was when Mounds the right way meant discontinu - Naugatuck” soon faded from the Mounds by students participat - the economic panic began probably has a ing production of lesser-selling candies and Almond Joy labels, although the ing in a contest captain who does not know how to run his such as Dreams, leaving all available company remained in Naugatuck and the at Naugatuck High ship,” boasted Cal Kazanjian in a 1935 coconut, sugar, and chocolate to be used candies kept rolling off the assembly line. School. The Dreams interview published in The Hartford for Mounds. The industry continued to change in the bar, which featured Courant . “Even an amateur can pilot a boat Just as in the First World War, candy 1980s as the largest firms gobbled up com - diced and in fair weather. Many businessmen,” he became an integral part of an American petitors. In 1988, Hershey’s acquired the coconut covered with continued, “forget that they are servants of soldier’s rations. Peter Paul’s major client U.S. operations of Cadbury Schweppes for dark chocolate, was the public and try to dictate to it. If they during World War II was the U.S. military, $300 million, gaining the still extremely the forerunner of the would take the attitude that they would which purchased as much as 80 percent of popular Peter Paul Mounds and Almond Almond Joy. serve for whatever the public would pay, the company’s output by 1944. At the Joy bars. Employment at the public would support them more height of the war, the company was In April 2007, the Naugatuck plant wholeheartedly, I’m sure.” By the late packing 5 million candy bars monthly into announced it would close the Naugatuck also grew, and wages 1930s both Mounds and Dreams were combat rations, with only a limited quanti - plant. For more than 84 years, the Peter were increased by as ranked among the five top-selling candy ty available for the civilian population. Paul plant had churned out delicious A wooden schooner from the “flea fleet” the much as 20 percent, bars in the United States, and Peter Paul Even as the company stopped producing candy, but in November 2007 the conveyor company used to transport coconuts during an amazing feat had established its reputation as the Dreams, it stepped up production of belts came to a halt, and operations were World War II. Newcomen Society in North America program, 1971 during the worst company that never knew the Depression. caramels and charcoal gum, which moved to Virginia. economic crisis the World War II brought tremendous required little sugar and no coconut, thus It would be tough to find another around the country had nation had ever faced. In February 1935 challenges of a different sort. Early in maintaining both the volume of its output Connecticut manufacturing company with already decided to do just the company’s stock split, two for one, an 1942, Peter Paul lost its entire supply of and its employment rolls during the war. an equally spectacular career. Nor can that, while many others inspiring story that was reported nationally coconut when the Japanese overran the Victory in the war brought a surge in many match the company’s successes Postcard, “Peter Paul Inc. Naugatuck, Conn.,” 1949 were closing their doors. by the Associated Press. Bucking the Philippines. The company had to find new demand for candy. In 1948, Peter Paul during the hard times of the Depression The officers at Peter Paul, though, decided national trend, the company paid stock - sources in the Caribbean, a task complicat - added a new candy bar to replace the and World War II. Peter Paul, Inc., as a to take bold action in another direction. holders continuous quarterly dividends ed by the German submarines scouring the Dreams. Almond Joy, with its juicy purely Connecticut company, has now Convinced that the company could carve throughout the Depression. Atlantic Ocean. Under the assumption that coconut center, double-toasted almonds, faded into history, but the memories will out a larger share of the nation’s $200- Peter Paul had become the world’s largest the Germans wouldn’t waste torpedoes on and milk-chocolate coating, was an instant forever be “indescribably delicious.” 2 million candy market (in 1932) by sticking consumer of coconuts, using more than 20 small boats, they bought seven wooden triumph. Just as the company had staked CT Explored / 26 CT Explored / 27