LIVING

Tootsie Roll Industries' CEO dies at 95 after 5 decades of candy making

01/21/2015 02:27 EST | Updated 03/23/2015 05:59 EDT
CHICAGO - Melvin Gordon, who led Tootsie Roll Industries Inc. for more than five decades, has died at age 95.

Gordon, the company's chairman and CEO, died Tuesday in Boston after a brief illness, said Brooke Vane, a spokeswoman for the company's public relations firm. Gordon ran the Chicago-based confectioner for 53 years, overseeing the manufacture of 64 million Tootsie Rolls a day and other favourites including Junior Mints, Charleston Chews and Tootsie Pops.

Gordon worked a full schedule until last month, the company said.

He celebrated the Tootsie Roll's 100th anniversary in 1996 by touring the Chicago factory with an Associated Press reporter. He scooped up one of the warm, gooey candies from the assembly line and tasted it, saying: "There's nothing like a hot Tootsie Roll."

He boasted that Tootsie Rolls were almost indestructible.

"Nothing can happen to a Tootsie Roll. We have some that were made in 1938 that we still eat," Gordon told the AP in 1996. "If you can't bite it when it's that old, you certainly can lick it."

Tootsie Rolls were invented in 1896 by New York City candy maker Leo Hirshfield, who named it for his 5-year-old daughter, Clara, his little Tootsie.

Tootsie Pops, which are lollipops with Tootsie Roll centres, have been around for more than 80 years. A 1970 TV commercial posed the question: "How many licks does it take to get to the centre of a Tootsie Pop?" The company says on its website that it's received 20,000 letters from children claiming to have solved the mystery, and the gimmick has migrated to social media, where a bespectacled character named Mr. Owl tweets the question.

Tootsie Roll has been listed on the New York Stock Exchange since 1922. Gordon married into the business in 1950 when he wed Ellen Rubin, whose father, William Rubin, was president of Sweets Co. Of America. Gordon changed the company's name to Tootsie Roll in 1966.

Gordon's wife of 65 years, Ellen Gordon, has been named chairman and CEO by its board, the company said Wednesday. She has been company president and chief operating officer.

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Carla K. Johnson can be reached at https://twitter.com/CarlaKJohnson

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