"By the turn of the 20th century this confectionery scaled up production and marketed the treat as “Chicken Feed” in rooster-adorned packaging. After wartime sugar rations ended and trick-or-treating took off in the 1940s, the company dramatically increased October advertising and helped cement the association between the confection’s harvest colors and Halloween, shifting it from a year-round novelty to an autumn-only staple." - Kate Willsky