Whatchamacallit (candy)

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The candy out of its wrapping
Product typeCrisped rice candy bar
OwnerThe Hershey Company

Whatchamacallit is a candy bar marketed in the United States by The Hershey Company.


Whatchamacallit bars were first introduced in 1978. The name was devised by Sallie Grayson, the writer of STUFFED: Adventures of a Restaurant Family when she was the associate creative director at Doyle Dane & Bernbach and was in charge of new brands on the Hershey account.[1] From 1978 to 1987, Whatchamacallit consisted of a bar of peanut-flavored crisp that utilized peanut butter as the flavoring agent, coated in a thin layer of chocolate. From 1987 to 2008, Whatchamacallit has included peanut-flavored crisp that utilizes peanut butter as the flavoring agent, with a layer of caramel and a layer of chocolate coating. Hershey's Whatchamacallit is found in recipes for various food items, including pies, cookies, cheesecakes, and cupcakes.

The advertising for the Whatchamacallit peaked in the 1980s, after this period Hershey Company ran noticeably fewer advertisements for this product. However, despite the lack of attention the company gives it compared to its other products, the Whatchamacallit is still in production as of 2020.[2]

In Canada, an identical candy bar[citation needed] is marketed by Hershey's as Special Crisp, but does not have the wide distribution in Canada that the Whatchamacallit has in the United States.[citation needed]

Ingredient changes to reduce production costs[edit]

The Thingamajig, a rice crisp and peanut butter candy bar that is similar to the Whatchamacallit

In 2008, the Hershey Company began to change the ingredients for some of its products, replacing the relatively expensive cocoa butter with cheaper oil substitutes. Such cost-cutting was done to avoid price increases for the affected products.[3]

Hershey's changed the description of the product and altered the packaging slightly along with the ingredients. Though the new formula still contains chocolate, according to United States Food and Drug Administration food labeling laws, products that do not contain cocoa butter cannot legally be described as milk chocolate. Instead, such products are often referred to as chocolate candy.[4]



In 2009, Hershey's introduced Thingamajig, featuring chocolate, cocoa crisps, and peanut butter inside.[5] It was reintroduced in late 2011 on a supposedly permanent basis. However, as of 2012, according to Hershey's Chocolate World in Pennsylvania, the Thingamajig candy bar is no longer being produced.[citation needed]


  1. ^ Volk, Patricia (2002). Stuffed: Adventures of a Restaurant Family. Random House Digital, Inc. (Retrieved via Google Books). p. 110. Retrieved September 11, 2012.
  2. ^ "Snackmemory.com". www.snackmemory.com.
  3. ^ Levy (AP Business Writer), Marc (10/11/2008). "Aggressive Mars breathes down Hershey's neck in US". USA Today. Retrieved 2010-03-15. Check date values in: |date= (help)
  4. ^ Coffey, Laura T. (September 19, 2008). "Chocoholics sour on new Hershey's formula". Today. Archived from the original on September 23, 2008. Retrieved June 23, 2020.
  5. ^ "Thingamajig Sell She2009" (PDF). The Hershey Company. Retrieved February 8, 2011.