Demonstrating once again the intertwined nature of the industry, Chuckles was developed by Fred W. Amend, who at one time worked for the Heide Candy Company. He began working for Henry Heide in 1875 in New York City, a period when Heide was concentrating on the production of almond paste. After a series of other jobs in the candy industry, he moved to Danville, Illinois in 1921 and started his own Amend Company to produce marshmallow. Later that same year he began producing a jelly candy. It was Fred's wife, Tulita, who suggested the name of the product. "All candy bars at that time were chocolate. But what if you didn't want chocolate? Our jelly bar was the answer." She dubbed them Chuckles because the name suggested enjoyment. Even during the Depression, when people couldn't afford more expensive treats, they bought Chuckles, she said.