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A Place in Naugatuck History: Peter Paul's Legend

A look back during the era of World War II, and how a famous Naugatuck candy company helped the war effort here and abroad.

Will it be the moist, creamy coconut center encased in a layer of luscious dark chocolate or the milk chocolate version with two perfectly placed almonds in the center?

Well, there’s no need to choose between the two. After all, we know “Sometimes you feel like a nut, sometimes you don’t!”

It’s amazing to think not long ago, two of America’s most beloved candy bars, Mounds and its sister bar Almond Joy were manufactured right here in Naugatuck.

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It was 1919 when six men with the leading of Peter Paul Halijian, pulled their resources to begin the Peter Paul Manufacturing Company. I doubt they could have envisioned that their idea would live into the 21st Century.

They started on Webster Street in New Haven with the Konabar, a combination of coconut, fruits and nuts covered in a layer of chocolate. Mounds bars were introduced in 1920 and were such a hit, the need to expand soon followed.

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The company found it impossible to gather the needed funds in New Haven but a Naugatuck banker and others easily came up with what was needed. In 1922 Naugatuck became their new home.

Peter Paul was no stranger to Naugatuck. Before his candy business took off, he had a piecework job at the Rubber Company. In his spare time he created his candy confections, sold ice cream and could often be spotted selling his goods from a basket at the Naugatuck train station. He also had a fruit and candy business that he ran with his two daughters.

It’s interesting to note that in 1945, the Naugatuck Daily News reported that former Naugatuck resident M.B. Gelenian of Maiden, Massachusetts had recently paid a visit to Martin Halajian of High St. Gelenian recalled his days in Naugatuck when he helped make Mounds with the late Peter Paul in the store on South Main Street and claimed that was the birthplace of what is now the largest selling bar of coconut candy in the world.

What started as a three-story brick building on New Haven Road expanded many times as the business grew. In 1950 the last original building was demolished for a new one.

The company offered many new candies including Thin Mints, Bachelor Bars and Ten Crown Chewing Gum but Mounds continued to be the favorite.

The mantra the company lived by was “Give the consumer top quality and honest value and your business will thrive.”

This was proven in 1932 during the Great Depression when they added an extra Mounds bar to the package, doubling the weight of the product but still charging a nickel.

They experienced tremendous growth during this era, proving the consumers appreciation for this gesture during such trying times.

The outbreak of World War II found Peter Paul with a critical coconut shortage that nearly stopped the production of Mounds. All of their coconuts were obtained from the Philippines and when the Japanese over took the islands, their source was cut off.

They were able to secure sources in the Caribbean with the coconuts being shipped to Florida for processing.

The danger of submarines attacks were very real.
This problem was solved by the purchase of a fleet of small 35 to 500 ton schooners, vessels that the German subs considered to small to sink.

These schooners were also able to report enemy sightings to the Navy. On return trips when they had no cargo, they carried badly needed supplies to Cuba, Puerto Rico and other Central American countries.

They also contributed the empty coconut shells for the manufacturing of carbon gas masks and processes connected to the manufacturer of high explosives.

In 1944, Peter Paul reported unusually heavy demands for Mounds and Caramels as they were used in the Army and Navy ration kits. Candy became an important item in this war and Peter Paul products were used by U.S. soldiers by the millions. As a chaplain overseas remarked, "There's a lot of religion in a candy bar."

On July 20, 1945, the following headline was draped across the very top of the Naugatuck News,

“German General Is Found To Be In Possession Of Peter Paul’s Mounds”

A picture was taken by the press of the American officer checking the German prisoners baggage with the box of Mounds hanging out. It was plastered in papers across the country, causing quite a stir at Peter Paul. Speculation had it that the German had stolen the candy from an America Post exchange on the European battle front.

The following was reported in the paper that day,

“It was definitely stated by the company that practically all Peter Paul production is now going to the armed forces of the nation, as has been the situation since the outbreak of the war. These delicious products are made available to the U.S. fighting men at home and overseas, with very little left over for civilian consumption.
Peter Paul officials however feel sure that the American public would want the situation that way and are willing to wait, until the victory over Japan is won and the normal supply of these world popular confections are again available everywhere for everyone.”

In 1946 Almond Joy made its debut for ten cents a bar. Creamy milk chocolate wrapped around a coconut center and the added bonus of an almond on top.

That same year, the company was able to return to the Philippines, where they built a state of the art plant to process the coconuts as well as a sprawling community for their employees complete with a hospital and recreational facilities.

In 1957, it was announced that one of the top television and radio personalities of the day, Arthur Godfrey, would be a salesman for Mounds and Almond Joy bars as well as other Peter Paul products. His programs on CBS radio and TV would be sponsored by Peter Paul. Their aim was to reach Godfrey’s audience, which consisted of mostly housewives, creating a demand for Mounds and Almond Joy. This move made Mounds and Almond Joy the most heavily advertised confections in the country.

One man's simple dream of creating delicious candy and his persistence to forge ahead had a lasting effect on the world around him. It touched soldiers, families and nations. His honest values and those of his predecessors were like seeds of greatness that grew and spread well beyond the walls of his candy factory New Haven Road.

Until next week when we find another place in Naugatuck History, I was wondering, what is your simple dream?

Credit: Naugatuck Daily News

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