By Carol Fisher Linn
Celebrate National Sponge Candy Day this Monday, September 21st, in Ellicottville with Watson’s Chocolates!
Yum! Sponge! Barb (Telaak) Toth, manager of the Ellicottville store, tells us that “sponge,” as we call it, is little known outside of Western New York. Go to Tennessee and ask for “sponge” and you’ll be sent to Walmart or Lowes – to their household cleaning supplies. Here in WNY, there is no need to follow the word “sponge” with the word “candy,” because we all know. Oh boy, do we know! We can even buy it at Tops supermarket these days, but the more exceptional sponge can be found at Watson’s, Fowler’s, Parkside, Alethea’s and Antoinette’s Sweets, to name a few. But for this article, let’s focus on our local Ellicottville main street gem: the ever-famous, award-winning Watson’s Chocolates!
With eight Watson’s stores and an annual output of 45-50 tons of milk and dark chocolate covered golden goodness, Watson’s sponge is ubiquitous in the WNY area. Look at the stats: Watson’s Chocolates made Buffalo Spree’s Best Sponge Candy of 2014, 2017 and 2022-2026; Buffalo News crowned Watson’s with “Best Sponge Candy of 716,” while Food Network’s “Kid in a Candy Store” featured our local chocolatier, as did The New York Times in “36 Hours in Buffalo.”
Since 1946, four generations of the Watson family (started with Louis and Ellen, John and Mary Watson) have kept traditional, small-batch, copper-kettle recipes alive in the Western New York region and beyond. They made it all, starting in the kitchen of their small soda-fountain luncheonette on Delaware Avenue in Kenmore, NY. Using beloved family recipes, they made small batches and sold them freshly made in the front portion of their shop.
In 1971, Lou and Ellen’s son, Jim, joined the firm. By 1987, Jim took the chocolate portion of the business and expanded the retail and production. Watson’s in Ellicottville opened thanks to serendipity in a visit to the old Gin Mill by Jim in the winter of 1985. He stopped for lunch after skiing and thought, “This village needs a chocolate shop!” Upon leaving, he looked up Washington Street and realized the shop next to the Gin Mill was unoccupied. There were a lot of open stores in the beginning years of the skiing boom, so it is to his credit that he wanted to take a gamble on a chocolate shop in our village. He called a friend to ask about the space and it turned out, the friend owned it. Double serendipity! Moments later, he rented it and the rest is history.
His daughter, Whitney, joined in 1993 as Watsons offered an expanded line, mail order, and opened five more stores and two Seneca Casino boutiques. Whew! Today, their recipes remain untouched, with each piece of candy still made by hand in small batches, using only the finest ingredients. Go to their website and watch it being made.
Speaking of history, did you know the famous group, The Jonas Brothers, with an album coincidentally named “Family Business,” stepped up and supported the Kenmore family business during a recorded sit-down? One of their family members received a gift of Watson’s sponge in its famous green box and they all fell in love with it. They now order it regularly and one ordered Christmas gifts for their entire family, sent directly from Watson’s.
In talking with Polly Martin, Marketing Director for Watson’s Chocolates, she gave a Sponge Candy Celebration Clue: Go to their Facebook page for a surprise game of trivia. Also visit the Watson’s website and pay special attention to all the facts – as they may show up as questions on the Watson’s Trivia Game Page where you could win an $80 Gift Card celebrating Watson’s 80 years in business! Ask for a Trivia Contest Sheet when you visit the store on September 21! Also, look for free samples, possibly a sale price, and be sure to try the sponge candy ice cream as you enter the trivia contest.
Sponge Candy is Watson’s best seller and is a beloved Buffalo favorite. It’s a taste of home shared across all 50 states and Canada. To ship, they hand-pack and vacuum-seal gift boxes for shipping. Of course, cold packs for warm weather ships, and sponge comes gluten free.
One of the nicest things about Watson’s is their consistency and reliability. Yes, they add outside products like gummy worms, have doggie treats and maple syrup on their shelves, but basically the product you got in their store in 1946 is the same product you can enjoy today. As Ellicottville store Manager Barb (Telaak) Toth says, “We are consistent. We are open every day, 363 days a year. Our hours and our products are constant. Our ingredients are the highest quality.” For 80 years. That’s saying a lot! Did I say Yum? Congratulations, Watson’s! Kudos and Best Wishes for the next 80!
With Watson’s in town, we hardly need to go to Willy Wonka’s chocolate factory. The good people at Watsons always make customers feel like each one of us has the Golden Ticket.
Find them in Ellicottville on 27 Washington Street, WatsonsChocolates.com, 716-699-2805, and on Instagram and Facebook.