Chocolate has been enjoyed for quite some time now, and it is something many can’t go without, even daily. From children to adults, everyone has at least one favorite chocolate brand and flavor.
They have changed a lot over the decades, but one thing stays the same: they are our favorite guilty pleasure food.
Here are the most popular chocolate bars, starting from the ’40s to today.
1. 1940s: Hershey’s and the Chocolate That Won the War
Hershey’s was more than just a candy bar on a shelf during World War II. The U.S. military gave soldiers Hershey’s chocolate rations, which became a sign of home and comfort.
The bars were made to be heat-resistant and provide you with energy quickly. For a lot of GIs, the taste of Hershey’s chocolate became a sign of survival and morale.
Hershey’s stayed the best chocolate after the war, reminding families of how strong they are and how simple things can bring joy.
2. 1950s: M&M’s Take Over the Sweet Tooth
By the 1950s, M&M’s had gone straight from being military supplies to being a staple in American homes.
Their slogan, “melts in your mouth, not in your hand,” became famous, especially among families who wanted a treat that wouldn’t make a mess on road trips or at school. The small, colorful candies made a tasty snack much more enjoyable and interesting.
Parents loved them because they were easy to portion, while youngsters begged for the packs with the rainbow colors. In houses after the war, chocolate became both fun and useful.
3. 1960s: The Rise of Cadbury Dairy Milk and Sweet Imports
In the 1960s, globalization changed people’s tastes, and chocolate was no exception. Cadbury Dairy Milk became more and more popular in the U.S. because it was creamier and smoother than Hershey’s.
European chocolates seemed more sophisticated, and the wrapped bars felt like a little luxury for families in the suburbs. Ads on TV made it even more appealing by showing Cadbury as a treat for both kids and adults.
By the end of this decade, chocolate had gone from a simple treat to a cultural staple that was related to lifestyle and identity.
4. 1970s: Reese’s Peanut Butter Cups Steal the Spotlight
In the 1970s, Reese’s Peanut Butter Cups changed the game. The smart combination of salty and sweet was new to store shelves, and it quickly became quite popular.
The “You got peanut butter in my chocolate!” adverts are still remembered as pop cultural moments. The cups were cheap, easy to share, and useful, which was everything families in the 1970s wanted.
This was the start of America’s love for peanut butter and chocolate together, a combination that is still unsurpassed today.
5. 1980s: Kit Kat Breaks Into Pop Culture
The 1980s were all about having fun, listening to music, and giving in to your cravings. Kit Kat bars were the perfect example of this.
They were the perfect snack for lunchboxes, vending machines, and after-school hangouts because they had crunchy wafers covered in milk chocolate.
The catchy “Gimme a Break” jingle was heard everywhere, and it became a part of pop culture along with Walkmans and MTV. The idea of “taking a break” with a Kit Kat fit with the relaxed but high-energy mood of the time.
The sound of that chocolate snap brings back memories for a lot of people, just like the neon-colored clothes of the time.
6. 1990s: Milky Way and the Era of Bigger, Better Bars
There were a lot of candy bars in the 1990s. Milky Way bars were everywhere, from movie theaters to corner stores. They had thick layers of nougat, caramel, and chocolate.
Kids in the ’90s adored how rich and over-the-top it was when they bit into it. At that time, “king-size” bars became more frequent, which was a sign of the “supersize” culture.
Milky Way was a must-have in the ’90s, whether you split it with a friend after school or ate one during a marathon of blockbuster VHS tapes.
7. 2000s: Twix and the Era of Fun Marketing
By the 2000s, candy wasn’t just about taste; it was also about who you were. The crispy cookie, caramel layer, and creamy chocolate coating on Twix bars were perfect for the new millennium.
But the advertisements and the “Left Twix vs. Right Twix” campaigns are what really made Twix famous. Kids and teens got the joke, and all of a sudden, Twix wasn’t simply a candy bar; it was part of the discussion.
Twix developed a candy with its own fun personality in a time when people wanted to be different.
8. 2010s to Today: Dark Chocolate, Health Trends, and Gourmet Treats
The most recent era of chocolate shows how tastes evolve with lifestyle. By the 2010s, health trends pushed dark chocolate into the mainstream, with its antioxidants and “less guilty” image.
At the same time, gourmet and artisanal chocolates became trendy, with small-batch brands offering exotic flavors like sea salt caramel or chili-infused bars.
Millennials and Gen Z were more interested in ethical sourcing, so fair-trade and organic labels took off. Chocolate shifted from being just candy to an experience, with tasting notes, pairings, and even luxury packaging.
What started as a ration bar in the 1940s has now become a gourmet journey for today’s generations.
