Our story
How a dugout joke became a candy bar
A line Reggie Jackson tossed off in 1976 turned into the bar Yankee fans threw back onto the field in 1978. Here's the whole story, and what's in every wrapper today.
The original promo
1976
A promise nobody expected to keep
In 1976, Reggie Jackson said something that stuck around longer than he probably meant it to. If he played in New York, he joked, they'd name a candy bar after him. It was a good line. It was also a tall order, because he wasn't a Yankee yet.
Then he signed with the Yankees, and in 1977 he did the thing that makes legends. Three home runs on three swings in the deciding game of the World Series. The nickname "Mr. October" was earned that night, and the candy bar was suddenly a very real idea.
A joke about a candy bar doesn't usually come true. This one did, because the man behind it kept backing up his own words on the biggest stage in the game.
April 13, 1978
The day fans threw candy on the field
The REGGIE! Bar debuted in 1978, wrapped in bright orange with his name across the front. On Opening Day, every fan who walked through the gates at Yankee Stadium got one for free. It was a giveaway, a stunt, and a dare all at once.
Reggie stepped up and, of course, hit a home run. As he rounded the bases, the crowd did what crowds do when a moment gets too big to sit still for. They threw their bars onto the field. Hundreds of orange wrappers rained down onto the grass. It's one of the strangest, most joyful scenes in baseball history, and it happened because of a candy bar.
The players had to wait it out while the grounds crew cleared the wrappers. You can picture it: a stadium full of people who came for baseball, suddenly all in on a piece of chocolate. That's the kind of moment you can't plan, and it's exactly why people still talk about the Reggie! Bar decades later.
Hundreds of wrappers
Opening Day candy madness
Gone for a while, back for good
Like a lot of great things, the bar had its run and then went quiet. Production paused in the early 1980s, and for years the REGGIE! Bar lived mostly in the memories of people who were there, or who'd heard the story enough times to feel like they were.
It's back now, made the way people remember it. Same roasted peanuts, same soft caramel, same thick milk chocolate coat, same unmistakable orange wrapper. If you grew up with it, one bite puts you right back in the stands. If you're meeting it for the first time, you're getting the real thing.
Mr. October approved
What you're biting into
Simple, and hard to put down
The REGGIE! Bar is milk chocolate poured over a center of chewy caramel and roasted peanuts. Each bar is 1.8 oz, made in the USA, and endorsed by baseball legend Reggie Jackson himself. No trends, no reinvention. Just the bar that earned its story.
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