12. The Reggie! Bar
In the 1970s, the celebrity endorsement was a powerful marketing tool, and few athletes were bigger than baseball slugger Reggie Jackson. After his heroic three-homerun performance in the 1977 World Series, Standard Brands launched the Reggie! Bar in his honor. The wrapper featured a picture of Jackson and his signature.
The candy itself was a circular patty of peanuts and caramel coated in milk chocolate. It was a simple but satisfying combination. At the home opener for the New York Yankees in 1978, thousands of Reggie! Bars were given to fans. When Jackson hit a home run, the crowd showered the field with the candy bars in celebration. The moment became iconic, forever linking the player and the product in the public consciousness.
However, the Reggie! Bar’s fame was intrinsically tied to its namesake’s career. As Jackson’s time in the spotlight began to wane, and after its initial run, the bar was discontinued in 1982. It’s a classic example of a fad product—immensely popular for a short period but lacking the timeless appeal to survive beyond its cultural moment. For baseball fans of a certain age, though, the Reggie! Bar isn’t just a forgotten candy; it’s a sweet memory of a legendary sports moment.
