Why Do They Call It a Zero Bar?

November 13, 2025 •

3 min read

First introduced in the 1920s as the "Double Zero Bar," this classic American treat was rebranded to its shorter, more familiar name in 1934. The answer to why they call it a Zero bar is found in its early marketing, which sought to convey a sense of "icy coolness" to consumers.

Quick Summary

The Zero bar's name originated from its early marketing as the "Double Zero Bar," intended to sound "icy cool" due to its white coating. The name was shortened in 1934 and is also tied to its ability to resist melting in warmer climates compared to milk chocolate bars.

Key Points

Origin of Name: The Zero bar was originally called the "Double Zero Bar," a name chosen to suggest a refreshing, "icy cool" temperature.
Name Change: The name was shortened from "Double Zero" to the simpler "Zero" in 1934, almost a decade and a half after its initial introduction.
Unique Coating: Its trademark white exterior is not technically white chocolate but a white fudge, which historically made it more resistant to melting in the heat than milk chocolate bars.
Distinct Ingredients: The bar contains a combination of caramel, peanuts, and almond nougat, providing a different flavor and texture from other popular chocolate bars.
Historical Significance: The Zero bar has survived multiple corporate acquisitions and a factory fire, cementing its status as a resilient and long-standing American confectionery.
Distinctive Feature: Its white fudge exterior, originally meant to evoke a "cool" or "frosty" image, has become its most recognizable and unique characteristic.

From 'Double Zero' to Zero: The Name's Chilly Origin

The story of the Zero bar's name is an exercise in marketing ingenuity. In 1920, the Hollywood Brands company launched a new candy bar with a distinctive white fudge coating. Unlike most bars of the era, which were covered in milk or dark chocolate, this candy was designed to stand out, and its name, "Double Zero," was crafted to emphasize its unique appearance and a metaphorical sense of coolness. The phrase "double zero" was meant to evoke the feeling of freezing temperatures, suggesting a refreshing, icy treat. This was especially important in the era before widespread air conditioning, as the white fudge coating was more heat-resistant than traditional chocolate, making it a popular choice for summer vending in the southern U.S.. In 1934, the name was simplified to just "Zero," a cleaner, more memorable moniker that stuck for nearly a century.

The Zero Bar's Unique Ingredients and Characteristics

Beyond its name, the Zero bar is defined by its distinct composition, which sets it apart from many other candy bars.

White Fudge Coating: The most visually striking feature is its stark white exterior. This coating is not technically white chocolate because it does not contain cocoa butter. Instead, it is a white fudge made primarily of sugar, vegetable oil, and milk.
Caramel Layer: Underneath the white fudge is a layer of chewy, sweet caramel.
Peanut and Almond Nougat: The core of the bar is a nutty nougat infused with peanuts and almonds, providing a satisfying crunch and flavor.
Non-Chocolate Alternative: The lack of a chocolate coating made it a unique offering in the market, providing an alternative to the brown-colored candy bars that dominated sales.

The Candy Bar's Journey of Ownership

The Zero bar has a long and storied history of corporate ownership changes, beginning with its original creators and eventually landing with a confectionery giant.

Hollywood Brands (1920s): The candy bar began its life under the Hollywood Brands company, which was originally the F.A. Martoccio Macaroni Company before shifting its focus to confectionery.
Consolidated Foods Corporation (1967): Hollywood Brands was sold to Consolidated Foods, which later became Sara Lee.
Leaf, Inc. (1988): The brand was acquired by Finnish company Huhtamaki Oyj and became part of its Leaf, Inc. division.
The Hershey Company (1996): Hershey Foods Corporation acquired Leaf North America's confectionery operations, bringing the Zero bar into its vast portfolio of products, where it remains today.

Comparison: Zero Bar vs. Snickers

While some people mistakenly refer to the Zero bar as a "white chocolate Snickers," a direct comparison reveals key differences in their composition and history.


Feature	Zero Bar	Snickers
Appearance	White fudge coating gives it a frosty, all-white look.	Milk chocolate coating, a traditional brown color.
Coating	White fudge (contains vegetable oil, not cocoa butter).	Milk chocolate.
Main Nut	Peanuts and almonds mixed into the nougat.	Primarily peanuts.
History	Introduced in the 1920s as "Double Zero".	Introduced a decade later, in 1930.
Texture	Chewy caramel and nutty nougat under a smooth, dense fudge.	Creamy nougat, caramel, and crunchy peanuts under a layer of milk chocolate.

The Enduring Appeal of a Classic

Despite numerous ownership changes and a more crowded candy market today, the Zero bar has maintained a loyal following of fans who appreciate its unique flavor profile and textural combination. Its creamy white fudge, chewy caramel, and nutty nougat offer a taste experience that is distinct from the sea of milk chocolate-covered bars. The fact that the name's origin lies in a clever, vintage marketing ploy adds another layer of nostalgic charm for consumers interested in candy lore. Though it may not be as widely advertised as it once was, the Zero bar continues to exist as a testament to the longevity of a classic recipe that has captivated taste buds for decades. For more on the brand's heritage, you can explore the information on the official Hersheyland website.

Conclusion

The Zero bar's name is a relic of early 20th-century advertising, rooted in the concept of "icy coolness." Its original title, "Double Zero," evolved into the simpler "Zero" we know today, but its unique white fudge coating and distinct filling have remained largely unchanged. The candy bar’s fascinating history of name changes and corporate acquisitions, combined with its unique flavor, ensures its legacy as a beloved and enduring American classic.

Frequently Asked Questions

The Zero bar was originally launched by Hollywood Brands in 1920 as the "Double Zero Bar".

The name was officially shortened to "ZERO" in 1934.

The name "Double Zero" was intended to suggest that the candy bar was "cool," as in low in temperature, thanks to its white, frosty appearance.

No, the Zero bar is not covered in white chocolate. Its distinctive white coating is a white fudge that does not contain cocoa butter.

The Hershey Company has been producing the Zero bar since it acquired Leaf North America's confectionery operations in 1996.

A Zero bar contains a combination of caramel, peanut, and almond nougat, all covered in a layer of white fudge.

No, the name was never intended to imply zero calories. Its association was with a cold temperature, not a dietary label.

In the days before widespread air conditioning, the white fudge coating was a marketing advantage because it melted at a higher temperature than milk chocolate, making it ideal for summer sales, especially in the American South.