Photos Courtesy of MoonPie
Dear Hamilton,
I recently found out that MoonPies – a nostalgic childhood snack that’s still a favorite of mine – were created right here in Chattanooga! Can you tell me more about how my go-to sweet treat got its start?
Sincerely,
MoonPies on the Mind
Dear MoonPies on the Mind,
You’re not alone in being “over the moon” for this iconic American snack – in fact, this tasty treat has been delighting taste buds for more than a century! Let’s look back at its sweet success story.
The MoonPie was created in 1917 by Chattanooga Bakery, a family-owned business founded in 1902. According to the legendary origin story, a traveling salesman for the bakery was speaking to a group of Kentucky coal miners, and one man requested a snack “as big as the moon” to sate his hunger during short work breaks. The salesman reported back to the bakery, and the iconic snack we know and love was born: a marshmallow-filled, chocolate-coated graham cracker cookie sandwich.
At the time of its debut, a MoonPie sold for five cents – a little over a dollar today. It was designed to be affordable, filling, and to fit inside of a lunch pail, making it perfect for the working American. Chattanooga Bakery was producing 100 different products at the time but made the bold decision to discontinue all other items and make MoonPie their only brand.
As we know, this risk paid off! The invention was a massive success, and within only a decade, the bakery was rolling out hundreds of MoonPies every day to keep up with the demand. Its popularity would continue to soar throughout the 1920s and ‘30s.
During World War II, Chattanooga Bakery sent MoonPies overseas to American soldiers, giving them a taste of home while serving on the frontlines. The bakery continues this tradition today, and just this year, set a goal of sending 1 million MoonPies to troops through its “Patriotic Pies” campaign.
By the 1950s, the MoonPie had solidified itself as a staple of the American working-class diet. Paired with an RC Cola, a MoonPie was a common lunch in the South, and this combo remains a tradition for many today. Around this time, parents began to pack MoonPies for their kids as well, creating fond memories of the snack in the decades since for countless people such as yourself!
The ‘60s and ‘70s were an era of innovation for Chattanooga Bakery. New MoonPie flavors were added to the brand, including vanilla and banana, and a double-decker version of the original recipe was introduced for extra decadence. Mini versions of the popular snack cakes debuted in the late ‘90s and were a hit, still comprising 60% of the business’ sales today. More flavors have since joined the mix, with 10 options now available, including strawberry, blueberry, and salted caramel. Plus, in 2026, the company plans to celebrate the 250th anniversary of the United States with a special edition MoonPie – so stay tuned to find out the newest flavor!
Now in its fifth generation of family ownership, Chattanooga Bakery continues to operate MoonPie as its only brand and expand on more than a century of success. In 2018, the bakery scaled production by 75% with updates to its local facility, and today, produces an impressive 1 million MoonPies every single day, which are sold in tens of thousands of stores across the country.
It’s no question that the original MoonPie created in 1917 has withstood the test of time as it holds a special place in the hearts of many in the South and beyond. If you’re looking to stock up on your favorite snack, head downtown to the MoonPie General Store for a dose of nostalgia and plenty of MoonPie goods.
Happy snacking!
Hamilton Bush
Resident History Hound
Chattanooga, TN
