Jason Liebig(I)
Jason Liebig is television personality, host and writer. He's also America's foremost expert on candy and snack brand history as well as a champion of the consideration of candy and snack brands as nostalgia and pop cultural touchstones.
A primary researcher in the field, Jason has been described as "the Indiana Jones of snacks." Following his passions and pursuits have led to his amassing and curating a singular archive of tens of thousands of pieces of vintage candy and snack food packaging - his favored road map and lens to brand history, resulting in the largest archive of such material published online.
The stories and people behind the brands are also a constant source of interest as their tales provide unmatched insight. And though these people and their stories can present huge challenges to track down, Jason has uncovered many that were once thought lost forever, allowing him to preserve and share their lives.
In 2017 Jason served as Producer and Host of his own television special on Cooking Channel called Food Flashback, and has been a frequent television guest when the subject of pop cultural nostalgia and the history of brands is concerned, most recently in 2020-2024 seen featured across History Channel's Food That Built America seasons 2-5.
His expertise and unique knowledge has given him the opportunity to consult for institutions like The Smithsonian, The Baseball Hall of Fame and New York's Museum of Food & Drink, to name a few. And he has consulted on period television shows including Mad Men, Stranger Things, Young Sheldon and many more.
Jason has also served as a Creative Consultant for brands like Nerds, Oreo, Skittles, Bubblicious and Big League Chew, where he creatively directed the effort to create the first "girl pouch" of Big League Chew bubblegum. He has also been called upon by brand owners to provide insight into the facets of their own histories that have been lost over time as he has historical brand insight and materials that they do not.
A primary researcher in the field, Jason has been described as "the Indiana Jones of snacks." Following his passions and pursuits have led to his amassing and curating a singular archive of tens of thousands of pieces of vintage candy and snack food packaging - his favored road map and lens to brand history, resulting in the largest archive of such material published online.
The stories and people behind the brands are also a constant source of interest as their tales provide unmatched insight. And though these people and their stories can present huge challenges to track down, Jason has uncovered many that were once thought lost forever, allowing him to preserve and share their lives.
In 2017 Jason served as Producer and Host of his own television special on Cooking Channel called Food Flashback, and has been a frequent television guest when the subject of pop cultural nostalgia and the history of brands is concerned, most recently in 2020-2024 seen featured across History Channel's Food That Built America seasons 2-5.
His expertise and unique knowledge has given him the opportunity to consult for institutions like The Smithsonian, The Baseball Hall of Fame and New York's Museum of Food & Drink, to name a few. And he has consulted on period television shows including Mad Men, Stranger Things, Young Sheldon and many more.
Jason has also served as a Creative Consultant for brands like Nerds, Oreo, Skittles, Bubblicious and Big League Chew, where he creatively directed the effort to create the first "girl pouch" of Big League Chew bubblegum. He has also been called upon by brand owners to provide insight into the facets of their own histories that have been lost over time as he has historical brand insight and materials that they do not.
