Edward John Noble (1882-1958) was born in Gouverneur, NY and educated in the public schools. He attended Syracuse University and graduated from Yale in 1905. He started the LifeSavers® Candy Company in 1913.
In 1912, chocolate manufacturer Clarence Crane, from Cleveland, Ohio, invented Life Savers® as a “summer candy” that could withstand heat better than chocolate. Crane was buying bottles of flavoring in a drug store one day when he noticed the druggist using a pill-making machine. It was operated by hand and made round, flat pills. Crane had his idea. The pill making machines worked fine for his mints, and he was even able to add the life preserver touch by punching a tiny hole in the middle. Crane called them LifeSavers®. They had an ironic popularity, since the Titanic had been lost in 1912. Crane's slogan: "For that Stormy Breath."
E.J. Noble was working for an advertising agency in New York City in 1913, when he "approached candy maker Clarence Crane with a proposal to promote more widely the latter's perforated peppermint candy. Crane rejected the scheme, but offered instead to sell the entire business for $2,900.00." (Watertown Daily Times, 7/2/1980) The candy's original cardboard rolls let the candy get soggy, so Mr. Noble had the idea to use tin-foil wrappers to keep the mints fresh. Pep-O-Mint was the first Life Savers® flavor. E.J. Noble was a master salesman. He recruited youngsters all over the country to sell the candy on commission. It made LifeSavers® a household name.