For over a century, Sweethearts, the iconic heart-shaped candies with printed messages, have been a Valentine's Day staple. Their messages have evolved, reflecting the changing language and cultural trends of each era.
One memorable example of their romantic use is Mike Waltz's 2004 quest for "Marry Me" hearts to propose to his girlfriend. Finding few in regular bags, he contacted the candy's manufacturer, the New England Confectionery Company (Necco). Necco responded by sending him a small box of the desired hearts. Chris Waltz still cherishes this box, a tangible reminder of the proposal. Mike, too, keeps a "I do" Sweetheart as a memento.
These little hearts are big business. In the six weeks leading up to Valentine's Day, over eight billion Sweethearts are sold, representing 40 percent of the Valentine's candy market, second only to chocolate.
Necco, one of America's oldest candy companies, has been producing these treats since its founding in 1847. Initially, the candies were scallop-shaped with messages tucked inside. Later, in 1861, Daniel Chase developed a machine to print directly onto the candies. These early versions were larger and carried longer messages, often relationship advice. Over time, the shapes transitioned to hearts, and the messages became shorter and sweeter.
Sweethearts' target audience is primarily children, teachers, and mothers, but they also evoke nostalgia in adults. While "Marry Me" remains a popular request, Necco offers a wide variety of messages, constantly updating them to reflect current trends.
Classic phrases like "Be Mine" and "Kiss Me" endure, but others come and go. Sweethearts act as tiny time capsules of slang, with phrases like "Dig Me" and "Fax Me" appearing and disappearing over the years. Current messages often reflect internet and pop culture lingo, such as "You Rock," "Text Me," and "Me & U."
Necco even solicits message suggestions from the public, receiving thousands of submissions. Spanish phrases like "Te Amo" and "Mi Novia" are also available, and in the past, they've created special editions, such as those inspired by the Twilight series.
The candies' flavors have also changed. Responding to children's preferences, Necco introduced bolder flavors like blue raspberry and green apple, which initially sparked some backlash from nostalgic consumers. However, this year, Necco has tweaked the formula to create a slightly softer and chewier candy with toned-down flavors.
This year's messages revolve around a "movement" theme, featuring phrases like "Move it," "Rock On," and "Go, Go, Go." Thankfully, Necco has resisted suggestions for "break-up hearts" with messages like "Get a Pre-nup."
While the taste of Sweethearts has always been secondary to their sentimental value, their enduring popularity demonstrates their unique place in Valentine's Day traditions.
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