Try taffy pulling classes, unusual flavors like dill pickle at this Santa Clara taffy shop

Written by Jessi Bang
August 9, 2024

SANTA CLARA — Whether you’re treating yourself, searching for the perfect gift or ready to dive into a taffy-pulling workshop, this place has something sweet for everyone.

A variety of unique and traditional flavors of saltwater taffy are available at the Taffy Shop in Santa Clara, Utah, July 15, 2024 | Photo by Jessi Bang, St. George News
A variety of unique and traditional flavors of saltwater taffy are available at the Taffy Shop in Santa Clara, Utah, July 15, 2024 | Photo by Jessi Bang, St. George News

“Taffy makes people happy,” said Jeff Wilson, owner of Taffy Shop and chief taffy officer said. “I love it. I’m living my dream and to see it make other people happy, too, it means a lot to us.”

The Taffy Shop offers hands-on Taffyology Taffy Classes. Guided by staff, participants with unflavored, uncolored taffy and bring it to life by adding flavor, color and add-ins before stretching it to perfection. And during this process, participants will also learn the history behind saltwater taffy.

Since its opening, the Taffy Shop’s classes have attracted everyone from grandparents and their grandkids to church groups, softball teams, high school dance squads, couples on date nights and more. The shop offers four classes daily, with spots available for reservation online. Each session accommodates up to 24 participants.

“One of the most common things we hear with taffy is that it brings back memories,” Wilson said. “When we got the storefront, we said, ‘Why not let people come in a pull their own taffy?’”

A Taffyology attendee pulls taffy, Santa Clara, Utah, date not specified | Photo by Alisha Shaw Photography courtesy of Jeff Wilson, St. George News
A Taffyology attendee pulls taffy, Santa Clara, Utah, date not specified | Photo by Alisha Shaw Photography courtesy of Jeff Wilson, St. George News

Wilson explained that over the years, saltwater taffy became commoditized, with manufacturers cutting corners and using cheap ingredients that stick to your teeth, giving taffy a bad reputation. Similar to jelly beans that were once dismissed before Jelly Belly introduced gourmet options, the Taffy Shop is doing the same for taffy.

“We’re taking this old candy that traditionally hasn’t been good and we’ve changed it,” he said. “We add premium ingredients. We use coconut oil, premium flavorings, sea salt, and instead of pulling it, we whip it. And it’s a 24-hour batch process that makes it much softer and not sticky.”

The Taffy Shop offers nearly 100 taffy flavors, including sugar-free options, unique flavors like dill pickle, maple bacon, coconut curry, local favorites like prickly pear cactus and classic favorites like banana, watermelon, apple, orange, strawberry and root beer. One of their top sellers is “Birthday Cake Cake,” and new flavors are introduced every year. 

Instead of selling taffy by the pound, the shop offers it by the bag in four different sizes. A variety of themed bags are available, such as “Chews the Right” – a gift often sent to missionaries. Online, the facility offers a patent-pending technology that lets customers create custom taffy bags using templates. Users can personalize everything from titles and icons to colors and more.

The Taffy Shop also features a Taffy of the Month Club, where members receive themed taffy bags filled with exclusive flavors that likely won’t be found anywhere else.

Why is it called saltwater taffy?

Hannah Nielson, Wilson’s daughter, shared that in the 1800s, John Ross Edmondson ran a boardwalk shop in Atlantic City, New Jersey, where he sold what was simply called “taffy.” One night, a massive swell rolled in, flooding the boardwalk. When Edmondson arrived the next morning, he found his shop – and all his taffy – submerged in saltwater.

“A little girl comes into the shop and asks for her taffy, and he says, ‘I’m sorry, all I have is saltwater taffy,’” Nielsen said. “And the name stuck. And ever since then, it’s been saltwater taffy. There is salt in it, but it’s not saltwater.”

History of the Taffy Shop

Attendees of a Taffyology Class get ready to customize their own Taffy, Santa Clara, Utah, July 15, 2024 | Photo by Jessi Bang, St. George News
Attendees of a Taffyology Class get ready to customize their own Taffy, Santa Clara, Utah, July 15, 2024 | Photo by Jessi Bang, St. George News

Opened in 1893 on the shores of the Great Salt Lake, Saltair Resort featured rides, swimming, dining and dancing and quickly became famous for its hand-cut saltwater taffy. By 1920, with over 500,000 annual visitors, demand for taffy surged, featuring classic flavors like vanilla, chocolate, licorice, cinnamon, banana, cherry, molasses and root beer, according to information posted on the Taffy Shop website.

Between 1920 and 1970, Saltair Resort faced the Great Depression, World War II, a drought and two fires. After the first fire, it was rebuilt bigger and better, being dubbed “The Coney Island of the West.” However, a severe drought pushed the shoreline half a mile away, and another fire led to the end of both the resort and its famous saltwater taffy for decades.

The business was purchased and reopened in 1993. By 1998, it launched its first website and began selling online. As sales surged, it expanded to a larger space to accommodate full-time shipping operations.

Wilson and his family bought the business in 2012 and relocated it to St. George in 2017. Originally an online-only operation based on Sunset Boulevard, they sold to airport gift shops, hotels and other retailers. As their business grew, they needed a larger space.

Jeff Wilson and his family pose for a family photo on the beach, location and date not specified | Photo courtesy of Jeff Wilson, St. George News
Jeff Wilson and his family pose for a family photo on the beach, location and date not specified | Photo courtesy of Jeff Wilson, St. George News

When the former RV shop in Santa Clara became available, they bought it primarily for a warehouse with plans to open a storefront. A year ago, that vision came to life with the opening of Taffy Shop. Wilson noted that the community’s response has been outstanding.

“We’re just a small-town business, right?” he said. “I did this business as a side hustle for 11-plus years, evenings and weekends while I worked full-time, and just over a year ago, I decided to go full-time. It was so scary. But (we) opened this up, and the community just rallied behind us. It’s been incredible.”

Wilson said their goal for the year was to double in size. Instead, they grew two and a half times in just the first five months, expanding far faster than they had anticipated. He expressed heartfelt thanks to the community and each customer for making their business sweeter than ever.

The Taffy Shop is located at 2397 Santa Clara Drive in Santa Clara. For more information, visit their website. 

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Copyright St. George News, SaintGeorgeUtah.com LLC, 2024, all rights reserved.

ABOUT THE AUTHOR

Jessi Bang was born and raised in Utah and has a passion for nature and the great outdoors. She graduated from Kaplan University in California with a degree in criminal justice. She has extensive experience in marketing, content creation, photography and copywriting. You can find her showcasing outdoor adventures through her blog, “The Rambling Raccoon.” In her free time, she enjoys climbing mountains, trail running, working out and cuddling her two lovable pups.

Email: [email protected]
Twitter: @STGnews

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