diff --git a/actionpack/lib/action_dispatch/middleware/flash.rb b/actionpack/lib/action_dispatch/middleware/flash.rb
index 6eda1f31a7..0af86e4df9 100644
--- a/actionpack/lib/action_dispatch/middleware/flash.rb
+++ b/actionpack/lib/action_dispatch/middleware/flash.rb
@@ -112,7 +112,7 @@ module ActionDispatch
       #
       # Entries set via <tt>now</tt> are accessed the same way as standard entries: <tt>flash['my-key']</tt>.
       def now
-        FlashNow.new(self)
+        @now ||= FlashNow.new(self)
       end
 
       # Keeps either the entire current flash or a specific flash entry available for the next action: