When you think of iconic candy bars, names like Snickers, Twix, and KitKat might come to mind—but nestled quietly among the giants is a nostalgic gem with a quirky name and unforgettable flavour: the Whatchamacallit candy bar.
This unique treat has flown under the radar for decades, but those who know, know. With its irresistible combination of peanut-flavoured crisps, caramel, and rich chocolate coating, the Whatchamacallit candy bar has a flavour profile unlike anything else on the shelf. In this deep dive, we’ll explore everything from its fascinating history to its taste, ingredients, and why it deserves a permanent place in your snack stash.
Whether you're a longtime fan or curious candy lover, this is your complete guide to the Whatchamacallit candy bar—one of the most underrated sweets in the world.
What Is a Whatchamacallit Candy Bar?
The Whatchamacallit is a candy bar created by The Hershey Company. First introduced in 1978, it was unlike any other candy bar of its time thanks to its crunchy peanut-flavoured crisp rice centre, smooth caramel layer, and milk chocolate coating.
Its name alone made it memorable—"Whatchamacallit" sounded like something from a comedy skit, but it actually resonated with consumers who couldn't quite describe its unique flavour. The name was a clever marketing play that sparked curiosity and conversation.
The History Behind the Whatchamacallit
The Whatchamacallit candy bar was originally formulated without caramel and had a peanut butter flavour. It was reformulated in the 1980s to include a caramel layer, which added depth and chewiness that enhanced the texture experience.
The quirky name and memorable commercials from the ‘80s and ‘90s helped it gain cult status. One of the most popular taglines was:
“Youmawhozeewhatzits?”
That’s the level of playful absurdity that surrounded this candy bar’s branding—and it worked. Despite minimal advertising in the last two decades, Whatchamacallit has stayed on shelves, supported by loyal fans who swear by its balanced flavour and crunch.
What Makes the Whatchamacallit Candy Bar So Unique?
If you're wondering what sets the Whatchamacallit apart from other candy bars, it's all in the texture and flavor combination. Here's what you can expect in every bite:
- Crunchy peanut-flavored crisp rice: Light and airy, but deeply nutty.
- Chewy caramel: Adds a satisfying stretch and a rich buttery sweetness.
- Milk chocolate coating: Smooth and sweet, it balances the salty peanut base.
It’s this trifecta of textures—crunchy, chewy, and smooth—that makes Whatchamacallit so craveable. It’s not overwhelmingly sweet, and it doesn’t lean too heavily into any single flavour, which makes it an ideal everyday candy.
Ingredients & Nutrition Breakdown
Let’s take a look at what goes into a Whatchamacallit candy bar. While this may vary slightly, a standard bar contains:
Key Ingredients:
- Sugar
- Corn syrup
- Hydrogenated palm kernel oil
- Peanut flour
- Rice flour
- Cocoa
- Nonfat milk
- Whey
- Salt
- Soy lecithin
- Artificial flavour
Nutrition (per 45g bar):
- Calories: 230
- Total Fat: 11g
- Saturated Fat: 6g
- Sugars: 21g
- Protein: 3g
While it's not a health food (and shouldn’t pretend to be), the protein from the peanut flour and relatively moderate sugar content make it a less guilt-inducing choice compared to some heavier, nougat-based bars.
Where to Buy Whatchamacallit Candy Bars
Whatchamacallit candy bars can be found in many major retailers across the U.S. and Canada, including:
- Walmart
- Walgreens
- 7-Eleven
- Dollar Tree
- Online marketplaces like Amazon, eBay, and candy specialty stores
In Canada or other regions where it’s harder to find, stores like InOutSnackz (wink wink!) may offer imported versions or include them in American snack mystery boxes.
Whatchamacallit’s Sister Candy Bar: Whozeewhatzit
In 2021, Hershey's launched a new candy bar called the Whozeewhatzit—a cheeky nod to the original Whatchamacallit, with a modern twist. It features chocolate-flavoured crisps and peanut butter crème, topped with caramel and coated in chocolate.
While it shares the same whimsical naming convention, many fans agree that nothing beats the OG Whatchamacallit. However, the Whozeewhatzit has its own following and is worth trying if you enjoy the original’s nostalgic charm.
Is Whatchamacallit Gluten-Free or Vegan?
Unfortunately, Whatchamacallit candy bars are not gluten-free due to the presence of wheat-based crisped rice. They are also not vegan, as they contain dairy and possibly other animal-derived ingredients.
For those with dietary restrictions, there are alternative chocolate and peanut crisp bars available from specialty vegan or gluten-free brands, though they may not capture that same Whatchamacallit magic.
Fun Ways to Enjoy a Whatchamacallit Candy Bar
Looking for fun and delicious ways to enjoy a Whatchamacallit? Here are some ideas:
1. Chopped on Ice Cream
Crush a bar and sprinkle it over vanilla or peanut butter ice cream for an incredible texture contrast.
2. Candy Bar Brownies
Chop it up and fold pieces into brownie batter before baking—it melts beautifully and adds a gooey, crispy surprise.
3. Snack Board Addition
Add sliced Whatchamacallit pieces to a snack charcuterie board for a fun and nostalgic touch.
4. Milkshake Add-In
Blend half a bar into a chocolate milkshake for a nutty, caramel swirl that takes it to the next level.
The Cult Following: Why Fans Love It
A quick scroll through Reddit threads, YouTube reviews, or TikTok taste tests reveals that the Whatchamacallit candy bar has a cult following. Common reasons fans love it include:
- “It doesn’t taste like anything else out there.”
- “It’s not too sweet—just the right balance.”
- “Underrated AF.”
- “That crunch + caramel combo is elite.”
Despite its lower profile in advertising, Whatchamacallit has held its ground for over 45 years. It’s a candy bar that people stumble across once, fall in love with, and then become lifelong fans.
Why It’s Time to Bring Back the Whatchamacallit
In an era of nostalgic snacking and retro revivals, Whatchamacallit is ripe for a comeback. Gen Z and millennials are increasingly reaching for snacks with throwback appeal—and brands like Dunkaroos, Surge, and Hi-C Ecto Cooler have seen resurgences. Why not the Whatchamacallit?
Its fun name, distinct flavour profile, and 1980s charm give it all the ingredients needed for a viral moment.
Where It Stands in Candy Bar Rankings
While Whatchamacallit rarely tops mainstream candy rankings, it consistently scores high in blind taste tests and “most underrated” lists. Its main competitors in the peanut/chocolate category—like Butterfinger and Reese’s—tend to overshadow it, but fans argue that its textural balance and lack of overwhelming sweetness make it more enjoyable.
If you’ve never tried it (or haven’t in years), consider giving it a fair shot—you might be surprised at how well it holds up.
Final Thoughts: The Whatchamacallit Deserves Your Attention
So, is the Whatchamacallit candy bar the best-kept secret in the candy aisle? Quite possibly. It’s quirky, delicious, nostalgic, and delightfully unique.
Whether you're revisiting it after decades or discovering it for the first time, there's something truly satisfying about unwrapping that unmistakable yellow-red wrapper and taking a crunchy, chewy, chocolatey bite.
Grab one today—and finally answer the question:
Whatchamacallit? Oh, just one of the best candy bars you’ve forgotten about.
