New culinary route celebrates Buffalo's signature dishes... and Watson's is on the map!

https://www.visitbuffaloniagara.com/crawl/ultimate-food-trail/

Visit Buffalo Niagara has unveiled a new culinary tourism experience that celebrates the city's most iconic flavors, "The Ultimate Buffalo Food Trail" and guides visitors and locals alike to more than two dozen legendary eateries that have helped define Buffalo's place on the American food map.

Watson's Chocolates is honored to be a part of that story and of this food trail and was present at the press conference today to share our story and why we are happy to be a part of it all!

Here's what we had to share:

Sponge candy likely originated in the early 1900s, with variations popping up in different cities but Buffalo made it its own. No one’s quite sure who made the first batch here, but local confectioners, including Watson’s, helped perfect the technique—light, airy toffee centers made fresh, then coated in milk or dark chocolate.

The cool, dry Buffalo climate actually plays a key role: sponge candy sets best in lower humidity, making WNY ideal for production. And with eight shops in Western New York, there is a Watson's near you!

Why Buffalo Loves It!

• It’s uniquely Buffalo. Most people outside WNY haven’t even heard of sponge candy—making it a delicious little secret we love to share.
• Generations of Buffalonians grew up with it—holidays, special treats from Grandma, or a sweet stop on Elmwood Avenue.
• Watson’s still make it the old-fashioned way—in small batches, by hand, with skill passed down through generations.
• It’s just good.

Why we're excited to be involved:

• Watson’s encapsulates Buffalo’s rich food heritage—hand-made, time-honored, community-loved. We are a 4th generation family-owned business.
• Our award-winning sponge candy is both a crowd-pleaser and a staple of the region’s sweet identity.
• Featuring Watson’s on the Food Trail lets locals and visitors taste not just a snack but a story—of family, craftsmanship, and Buffalo pride.

WGRZ: https://www.wgrz.com/article/life/food/ultimate-buffalo-food-trail-buffalo-wny/71-064b574c-64f2-4b61-b9b7-d52f15e7227e

WIVB  https://www.youtube.com/watch?v=5xzooyBjkAs

WKBW https://www.wkbw.com/news/local-news/this-will-help-everyone-ultimate-buffalo-food-trail-celebrates-buffalos-best-eats

The Buffalo News: https://buffalonews.com/news/local/business/article_f14aa384-235e-403f-9d35-2166a8035752.html