Whatchamacallit (also called the WHATCHAMACALLIT) is a chocolate candy bar marketed in the United States by The Hershey Company.
History
Whatchamacallit bars were first introduced in 1978. The name was devised by Patricia Volk, 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. In 1987 a layer of caramel was added. 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 2024.
In Canada, an identical chocolate bar was marketed by Hershey's as Special Crisp, but did not have the wide distribution in Canada that the Whatchamacallit has in the United States.