In Sept 1987, Hershey Chocolate Co. unveiled the BarNone Chocolate bar, the first new bar it had created in decades. Hershey spent $15 million dollars on testing and development before introducing BarNone on a national scale. Distribution began immediately and was followed by a national television, radio and newspaper advertising campaign. The theme of the ad campaign was “the chocolate lovers bar – it will tame the chocolate beasty in you.”
BarNone featured a cocoa wafer, chocolate crème, peanuts and a milk chocolate coating. The bar was manufactured in the company’s plant in Stuarts Draft, Va. Hershey’s Director of New Development stated BarNone would become a new consumer favourite.