Individually wrapped peanut-flavored crisp candy topped with a layer of caramel and covered in Hershey's milk chocolate in a regular size 1.7 oz. candy bar. Whatchamacallit is a candy bar made by The Hershey Company. This candy bar was first introduced in 1978. The story goes that the name "Whatchamacallit" was created by Harrison Limpert while working on advertising for Hershey. The Whatchamacallit has a peanut-flavored crisp that uses peanut butter for flavor, with a layer of caramel and a layer of milk chocolate coating. In Canada, an identical candy bar is marketed by Hershey's as Special Crisp.