Business: Rock It to Me

Feeding a candy craze

The giant semi raced through the night, across America from California to Brooklyn. Inside was a precious cargo whose street value in New York would be double its West Coast price. Thousands of packs were unloaded at one distributor's warehouse, then channeled stealthily to selected candy and variety shops. Candy shops? Yes, the cargo was destined to feed the latest kid candy craze: Pop Rocks. Says the Brooklyn distributor: "The kids are like junkies—hungry for the stuff. It's the fastest-moving new candy I've ever seen."

The candy, so goes a Wall Street analyst's version, was born when a General...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!