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10:30 Bar, chocolate bar, cinnamon, Food, Massachusetts, rare, red stripes, rice wafer, Schrafft's Candy Company, transparent wrapper, urban legend, white chocolate
10:30 candy Bar (Schrafft’s Candy Company, 1970s)
The 10:30 candy Bar was made by the Schrafft’s Candy Company in Charlestown, Massachusetts. The 10:30 Bar was a crispy rice wafer covered in white chocolate with red (a candied mixture) stripes. The stripes were cinnamon flavored. The 10:30 Bar was wrapped in a transparent wrapper, which was to enhance sales as the bar had an appetizing appearance.
In 1981, Schafft’s went out of business briefly before being taken over by new management. For fans, this candy bar has become somewhat of an urban legend. (I can’t even find a photo of the bar anywhere.) If you grew up on the New England Coast, chances are good you knew of the bar. Outside the region, you probably had no idea. Images and sightings today are rare to non-existent. The love for the 10:30 Bar endures, despite the fact that it does not.
Walk Memory Lane 
I was born in Brooklyn and moved to Washington DC in the eighties. One thing I remember back in the seventies is the candy bars that are no longer available now, probably because that contents that they put in them just won’t get past the FDA now. 1 reason they probably called it the 1030 bars because would probably keep you up till 10:30 at night if you ate 1 of them right around 9 o’clock in the morning. That was probably because it had so much glucose in it it looked Clear Honey .Here’s another couple of old sweets that you can’t find anymore. Remember zag nut, and polar bar and how about this one marathon and Charleston chew.
The 10:30 bar was the best wishe we can bring it back.
I remember the 10:30 candy bar being a crunchie cookie with Carmel in it! Layered with white chocolate, with pastel spots on it! lol So yummy!! We should have it recreated!! It came in a clear wrapper with the time 10;30 in red on it ! Get on it peoples! l lol
Birdy, as the most recent person to comment on one our fond childhood memories, it’s likely even if one of the mainstream candy suppliers could reproduce it, the ‘good ingredients’ that hooked us are likely against FDA regs now and banned. Sort of like McDonald fries taste nothing like what we remember (yep, bad for us and all). Or that fried apple pie kind of thing.
I remember sneaking and hoarding them as a child in Seattle, WA around ’70s-’80s. Now I wished I hadn’t because, when I talk about the 10:30 bar, no one knows what I’m saying, lol. Frustrated until all of your posts.
omg my husband and I thought we were the only people on earth that remember this amazing candy bar!!!
My father and his brother had a vending machine business (in NYC) and they kept the stock in their basement. I remember this candy bar and loved it, Not a single person I know ever heard of it!
I’ve been searching for evidence that it exists, i thought i was loosing my mind. Because i thought it was the best candy bar ever invented. I used to eat them all the time when i was a little kid in New York. Im so glad i came across this blog. I really thought i was making it up for a second there. ooooh i miss that candy bar!!!
OMG, I almost wanted to think I had imagined the whole thing too, but I distinctly remember purchasing this delicious one of a kind candy bar from a corner store a block and a half away from my house in Brooklyn during the early 70s! To anyone who never had one and likes candy (like most kids did), you have no idea what you missed. I hope someone, somewhere can bring it back. Even 1 serving every few months would be shangrila! Can we start a petition (lol)???
I Remember them. They were Wonderful. My Family moved to Cincinnati, Ohio from the South. I used to buy them with my Alliance. Was thinking I had the Name Wrong. It would be Great if they came back.
Lol…I was wondering the same thing, nobody else remembers it. It was that good, 45+ years later I remember it. I wish they would bring it back too, but I’m sure it won’t taste the same…nothing taste as it did back then.
I live in South Georgia and I remember eating them as a child.
I grew up in Missoula Montana and remember this candy in the late 70s! LOVED IT!!!
Wow! I’m glad I found this page. Every time I mention this candy bar, people look at me like I’m crazy. They just don’t remember it. I wish some company had the recipe and produce it again.
They called it a 10:30 bar because it was marketed as an adult, mid-morning snack. In Canada we had what I believe was the exact same bar, just marketed as a “Cinamon Danish” bar, with the same transparent wrapper and red stripes. I loved these as a kid (I’m guessing about 1977-80). And none of my friends remember them.
Anyway, here’s one photo I could find. Top left of the pic.
I grew up in a small town outside of Erie, PA and I remember having this candy as a kid. It was one of my favorites! What a shame it’s no longer around.
I absolutely LOVED the 10:30 bar. And you know, around 10:30 AM or so, it hit the spot. Besides its unique taste, texture and so forth, it was no more of a threat to ‘keeping one awake’ til midnight than any other candy bar. Strange there are no pics. Miss it so…
Dana, I am very sorry the post doesn’t include any photos of the 10:30 Bar. I have scoured everywhere and literally cannot find one single picture of this much beloved favorite. I have even looked for a commercial and, again, nothing. But this chocolate bar does live on in many, many hearts. If any chocolate maker would duplicate the recipe, they could have a best seller on their hands 😉
Add me to the mix of 10:30 lovers. When I was younger, I used to buy these candy bars at the 5 and dime. I suppose I was around 14 at the time. I’m 53 now. This was in a Northern Minnesota town. Like other people have stated, nobody knows this candy bar when I bring it up. Luckily I stumbled upon this site.
I used to buy them here in Kendallville IN. at only one store here in town back in the late 70’s. Have not seen or heard from them since. Too bad too because they were delicious.
I wish the big candy company like Hersey’s would invest in trying to duplicate the 10:30 candy bar from the 70’s. I used to buy 3 bar when I went to High School and it would last for the whole week. They would give me a burst of energy. Please Hersey’s consider getting the recipe to reproduce this card bar or something similar to it
I remember the 10:30 bar well. My siblings used to buy them for me wherever they were found in Brooklyn. I don’t remember a transparent wrapper, though. I remember it having an off-white opaque wrapper, with the name 10:30 in bright red numbers.
Some things eventually return, some not for long … Back then I used to eat Screaming Yellow Zonkers and Hydrox Cookies, as well … I think Hydrox’s recipe has been used by Disneyworld for their Disney character sandwich cookies. I recognized the flavor instantly when given one some ten years ago (they used coconut oil and real chocolate). Bonomo Taffy came back, though made in Vermont, instead of Brooklyn.
Maybe 10:30 will return some day too …
Oh Yes as mentioned I thought I was the only one who remembered the candy bar ,I had a local store we would go to get out candy .I remember having it once and loved it then never seem to see it again .
This was truly one of my favorite candy bars growing up. I remember going away to college near the New York / Quebec border and getting the Neison version called Danish as a substitute, but it never replaced the 10:30 bar. I was so disappointed when Schrafft’s went out of business. I would love to see the 10:30 come back, but I guess it will only be in my memories
I grew up in the south eastern states and there was one country store that sold 10:30 candy bars .I loved themWish I could buy them today
I’m in Oswego NY and absolutely loved 10:30 bars!..We all hope someone would remake it but when you can’t find a picture of it can we even hope the recipe is even available?
I’m very sorry Patrick. I have scoured the internet several times, looking for photos of the bar or even the wrapper or a commercial and I have never found anything. I will continue to keep looking…
i lived in queens n.y. during the 70’s and i remember them. they were really good and had a light crispy taste to them. glad i was not hallucinating!
YES!!! I am glad to see others that know about this candy bar! I grew up in a small town and they were sold at the 7-11 store up the street. Please come back!
Ah, geez… I thought that the 10:30 was… hands down… the BEST thing out there!! My mother would actually WANT us to go to the drug store and get one just so we could get HER one as well! This bar was the “Bizzaro World” Neilsen Cinnamon Danish that is in the picture above, but sadly, the 10:30 was discontinued because the red stripes were made with food coloring that contained “Red Dye #2″… which was found to cause CANCER in Laboratory Rats!! But… maybe there’s hope!
I used to get 10:30 bars all the way down here in Atlanta, GA. Now that I think about it, it was a bar that could not be found just anywhere. Not sure where I would get them, though. I actually have no memory of the stripes at all, but looking at this picture of the Danish® bar, the memories are coming back. THANK YOU for writing this. I was beginning to think I had a false memory.
I lived In Alabama & a Country Store just down the Road from my house had the 10:30 Bar! I Absolutely Loved it!!!!! The White Chocolate & Rice is WHAT I THINK MADE the 10:30 Bar Soooooooo DELICIOUS!!! And like everyone is stating, it IS NEXT TO IMPOSSIBLE To Find Someone, Anyone that KNOWS WHAT I AM Talking about!!!
I Hate that the Original company went Out of business!!
But, it’s HARD TO UNDERSTAND WHY No Other company Has Tryed to produce The 10:30 Bar!!! Especially since they are Always looking for ways to Make MORE MONEY & Get New Customers!!!
MAYBE SOMEONE Who reads All the comments about The 10:30 Candy Bar WILL KNOW SOME CONNECTIONS TO SEND ALL THESE REQUEST for The 10:30 Bar to!!!!!
Yup! Those 10:30 bars were absolutely my favorite and sooooo delicious!
It was 1976…Jersey Shore NJ…Would Love to have one now!
I am amazed how many remember this long defunct candy bar. It’s more than that I think. It is a token of yesteryear, beloved memories – and what I wouldn’t give to have one right now!