Ten Immortals

PrintPrintEmailEmail 1. Walnettos

The J. N. Collins Company of Philadelphia began manufacturing a hard caramel candy filled with walnut chip in the early 1920s. After Pete Paul, Inc., of Naugatuck, Connecticut, took over Collins, Walnettos Sponsore “Uncle Don,” one of the most popular children’s radi shows of the 1920s and ’30s, and the bar sold well until the 1950s. Sales dropped further during the next decade, and Peter Paul bega to retire the bar. Then, late in the 1960s, a comedian on the popular television show “Rowan and Martin’s Laugh-In” whispered into hi companion’s ear, “Do you want a Walnetto?” She hit him over the head with an umbrella, viewers picked up the insinuating phrase, and the Walnetto bar enjoyed a brief and hectic renaissance on candy counters before going out of circulation forever.

2. Vegetable Sandwich

The health faddism that swept over America in the 1920s made itself felt in the candy industry, with the name of this bar as one of the less appetizing results. The Vegetable Sandwich, its makers claimed, would aid in digestion and, moreover, “will not constipate.” A rival in wholesomeness made by a Kansas City firm had a more appealing name—The Perfect Bar—but there its advantage ended: “In response to the increasing demand for more scientific foods,” The Perfect Bar’s wrapper read, “we have combined in this confection dehydrated vegetables rich in vitamins—and bran.”

3. Fat Emma

Perhaps the most famous mistake in candy history was made in the 1920s by the technicians of the Pendergast Candy Company in Minneapolis. Working to produce a chewy center for a bar that they had already named Emma, they put too much egg white into the recipe and came up with nougat that was fluffy rather than chewy. They promptly tacked the adjective fat onto their new bar and manufactured it with such success that its center soon became known throughout the industry as Minnesota, or Minneapolis, nougat. For a while the bar did so well that the Pendergast Candy Company came out with a male companion, Pie Face. But Fat Emma was expensive to produce, and soon Pendergast began leasing it to other firms to manufacture. For years the bar bounced around from company to company, last surfacing in Canada, and fading from sight less than a decade ago.

4.It

Lots of candy bars tried to draw on Hollywood glamour, and in 1927 a good deal of that glamour radiated from Clara Bow. Her torrid star turn in the movie It had made her the “It Girl,” a definitive Jazz Age symbol of beauty and sexual abandon,and the owners of Salt Lake City’s McDonald Chocolate Co. issued their It bar with her face on the wrapper. For a while the product sold well, but glamour is fleeting, and in a few years It was out.

5. Pierce Arrow

The candy industry and the automotive industry both enjoyed great days during the years between the First World War and the Crash. The Fierce-Arrow was a car of formidable aristocracy, and the Chase Candy Co. of St. Joseph, Missouri, wanted to impart some of that image to its product. It did not, however, want to pay Fierce-Arrow a license fee, and it avoided doing so through the simple expedient of dropping the hyphen from the car’s name. The car died in the Depression, and so did the bar.

6. Lindy Bar

Charles Lindbergh carried five sandwiches with him on his 1927 flight across the Atlantic but no candy bars. This did not discourage the Lion Specialty Co. of Chicago from rushing this bar into the stores—nor did it discourage Lion’s rivals. A number of companies quickly developed bars with Lindbergh themes, but the pilot did not authorize any of them, and he never saw a royalty. The Lindy Bar did not long survive the Lone Eagle’s triumph.

7. Dearo

The Charles N. Miller Company, so firmly based in Boston that in the 1880s it had manufactured candy in Paul Revere’s old house, paid tribute to its native city when it christened this chewy peanut butter and chocolate bar. The name Dearo was taken from a political group in Boston’s North End that the powerful John “Honey Fitz” Fitzgerald called his “dear ol’ North Enders.” The Dearo began as a penny candy and survived to become—under the rubric Big Dearos—a nickel bar.