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Milton Hershey launched the Krackel candy bar on September 14, 1938.
The original recipe contained almonds, with peanuts added in 1939. The candy bar would go through many different changes over the coming years.
Krackel and Nestle's Crunch bar launched at the same time in 1938 and they have been rivals ever since.
While Crunch would expand into different variants like Buncha Crunch and ice cream bars, Krackel never ventured much from its original form.
Today, both bars use nearly identical ingredients but differ slightly in emulsifiers and flavorings.
In 1941, wartime rationing forced The Hershey Company to remove almonds and peanuts from Krackel bars.
It was a permanent recipe change from nuts to crisped rice balls. It was a way to adapt to ingredient restraints, but the consumers loved it, so they never switched back.
In 1997, Hershey discontinued the full-size Krackel bar, offering it only in Miniatures format.
Consumers were outraged and it led to organized activism, including a dedicated Facebook campaign and discussions at shareholder meetings.
The Hershey Company responded in 2014 by reintroducing three sizes:
However, the changes were temporary; Krackel later returned to miniature-only availability, which continues today.
Krackel's packaging has remained almost unchanged since its launch.
It’s known for its red background with white lettering and yellow fine print.
In 2014, Hershey redesigned the Miniatures wrapper as part of a company-wide sustainability effort, reducing paper usage by 270,000 pounds annually—equivalent to preserving 1,950 trees.
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