Annabelle’s “Sir” Bar – Another Forgotten Classic!

CC_Sir TITLE PLATEAnnabelle’s “Sir” bar is one that has long fascinated me, partly because I loved the logo for it and I had never come across a wrapper for one, as well as the fact that I didn’t really know much about the thing.   I’m happy to report that I recently was able to add an Annabelle’s Sir bar wrapper to my collection and upon doing so, followed that up with a good bit of research that has allowed me to paint a picture of the life of this bar.  Make the jump to check it out.

I came to know about the Sir bar as it would eventually become, as a product of the Annabelle Candy Company.   But it didn’t start out that way.  The Sir bar was originally launched in 1967 by the Golden Nugget company, which was owned at the time by the P. Lorillard company – a tobacco firm.  Lorillard acquired Golden Nugget in 1965, along with Reeds, the following year:

Golden Nugget company background - Candy Industry Trade Clipping May 1967

Golden Nugget company background – Candy Industry Trade Clipping – May 1967

Golden Nugget was already well-known for their Big Hunk and Look bars when, in December of 1967 the candy trade was informed of their newest offering, the Sir bar.

Golden Nugget - Sir bar launch - candy trade magazine clipping - December 1967

Golden Nugget – Sir bar launch – candy trade magazine clipping – December 1967

Golden Nugget’s Sir bar was launched as a West Coast regional item, but by late 1968 the East Coast was added to its distribution plan thanks to a new Kentucky factory:

Sir and Big Hunk - Bars Move East - candy trade magazine clipping - November 1968

Sir and Big Hunk – Bars Move East – candy trade magazine clipping – November 1968

The next major change for Sir came in 1972 when the Annabelle Candy Company came calling and acquired the brands of Golden Nugget – a move announced in the following trade ad:

Annabelle Candy Co - Big Scoop - Big Hunk, Look, Sir - candy trade magazine ad - July 1972

Annabelle Candy Co – Big Scoop – Big Hunk, Look, Sir – candy trade magazine ad – July 1972

So five years into its young life, the Sir bar became a part of Annabelle’s candy lineup.

From that point, I believe the Sir bar was a steady-enough seller and as far as I know the wrapper design was never changed in any major way.  I have an example from 1979 and as you’ll see, it looks largely as it did during its 1967 launch.  Here it is:

Annabelle Candy Co - Annabelle's Sir - 1 1/4 oz chocolate candy bar wrapper - 1979

Annabelle Candy Co – Annabelle’s Sir – 1 1/4 oz chocolate candy bar wrapper – 1979

So that’s the Annabelle’s Sir bar.  I don’t know for certain how much longer it remained on-sale but based on my anecdotal findings, I’d estimate the the Sir bar was discontinued by the early 1980’s.

I think the Sir bar presents us with a great bit of candy logo/packaging design and another forgotten classic I’m thrilled to finally be able to present here on the site.  I believe today’s post represents the very first time the Sir bar has been shown anywhere online, which is pretty exciting.  I hope you’ve enjoyed seeing it and learning a bit of the Sir bar’s history.

I’ll see you next time!

CC_Sir Closing or Opening Plate

About Jason Liebig

A New York City based writer, editor and sometimes actor. After spending much of the 1990′s in the comic book business helping tell the stories of Marvel Comics’ X-Men as series editor, he has since split his time between developing his own entertainment properties while still consulting and working on others. Having been described as “the Indiana Jones of lost and forgotten candy”, Jason is one of the country’s premier candy collectors and historians with his discoveries appearing in countless blogs, magazines, newspaper articles, and books. Always happy to share his knowledge and unique perspectives on this colorful part of our popular culture, Jason has consulted with New York’s Museum of Food and Drink and has also been a featured guest on Food Network’s Heavyweights, France’s M6 Capital, and New York’s TheActionRoom.com. My Google Profile+
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2 Responses to Annabelle’s “Sir” Bar – Another Forgotten Classic!

  1. David S. says:

    I love the design on this one, too. Thanks for the little bit of history on it. Glad the wrapper made it to your home! :o)

  2. Neil Citrin says:

    Loved your piece. Sir was my all-time favorite candy bar growing up and it is very disappointing to learn that it is no longer available.

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