The '70s Candy Bar That Made Malted Milkshake Dreams Come True

Who needs a straw when you can unwrap your milkshake? The 1970s were a popular time for wild candy creations, and Hollywood Candy Company was shaking up the industry with its Malted Milkshake Candy Bar. Introduced in 1927, the chocolate malted milk confection began to swirl in popularity around the '60s and '70s, with many claiming it was better than its similar heavy-hitter competitors. "Milk Shake candy bars were better than Milky Way because of the malted powder," said one person in the 1960s and 1970s Advertisement Facebook group. "One of my favorites as a kid!"

Milkshake caused such a stir because of how it was made. The bar was coated in chocolate and filled with fluffy nougat and creamy caramel. Fluffy nougat was a new product, invented by Pendergast Candy Company in the early '20s, which reshaped the industry with its new process of making nougat. Hollywood Candy Company founder Frank Martoccio bought the rights to Pendergast Candy Company in early 1927 and soon after, the Malted Milkshake bar was born. It was Hollywood's first nougat-filled candy bar, and a cool choice for candy lovers not only for its nostalgic flavor, but because it was affordable. "Half the price of the expensive bars like Milky Way," said one fan in this '70s Reddit thread. Many people also enjoyed them frozen. It was also made with premium ingredients. Besides a heat-resistant synthetic coating, Martoccio would only use high-quality eggs, pure malted milk powder, and cocoa butter.

Milkshake was one of many retro candy bars with an equally eye-catching wrapper, showcasing the name in neon pink to resemble an old-school diner. In addition to unique packaging, the candy bar also had a catchy commercial in the '70s. Cartoon cows — dressed in skirts — danced and sang about the bar, proclaiming, "That's what my tummy's shaking for!" Despite its groovy popularity in the '70s, the Milkshake candy bar's days were numbered. It melted away in 1996 after Hollywood Candy Company was sold to several different candy makers.

Collectors who want to reminisce can still purchase vintage Milkshake candy wrappers on second-market sites. For those who didn't get a chance to taste this old-fashioned malted bar, you're in luck. The Milky Way was formulated the same way, and made to taste like a malted milkshake. Hammond's Candies also currently sells a Malted Milkshake Milk Chocolate Bar. Christopher's Big Cherry, made since 1937, also has a milkshake-flavored candy bar sold at Cracker Barrel.