100 Grand: the iconic American candy bar

100 Grand is the American candy bar that plays the luxury card right down to its flashy name. Under that golden wrapper hides a trio that just works: chewy caramel, crunchy crisped rice, all wrapped in milk chocolate. Created in 1964 and originally called the "$100,000 Bar" — a nod to big-money TV game shows of the era — it lives up to its slogan, "That's Rich!": rich in flavor, rich in indulgence. Crunchy, chewy and melty all at once, it's the kind of bar you unwrap for a proper treat. Here you'll find it imported straight from the States.

Where does 100 Grand come from?

Back in 1964, Nestlé was looking for a way to stand out in a crowded chocolate market. The stroke of genius was mostly in the name: the bar launched as the "$100,000 Bar," a direct wink to the big-jackpot TV shows that had America dreaming. You obviously couldn't win $100,000 — but for a few cents, you could feel like a winner.

In the mid-1980s, the name was shortened to "100 Grand," punchier and easier to trademark. The slogan said it all: "That's Rich!" In 2018, the brand moved from Nestlé to Ferrero, but the recipe didn't budge.

What's in a 100 Grand?

The secret is the balance of textures. At the center, soft chewy caramel. Around it, crunchy crisped rice nestled in the milk chocolate coating, for that little snap in every bite. It comes as two pieces in the pack — handy for saving one for later (or not).

How to enjoy it

Straight out of the wrapper, it's already a treat. But 100 Grand has tricks: chopped over vanilla ice cream, crumbled into cookies or dropped into a milkshake for the ultimate caramel-chocolate combo.

The 100 Grand range to discover

  • 100 Grand classic bar — caramel, crisped rice and milk chocolate in two pieces.
  • 100 Grand Minis — the same treat in bite-size format.
  • Sharing pack — so you never run out.

Frequently asked questions

Why is it called "100 Grand"?

The name is a legacy of its original title, the "$100,000 Bar," inspired by big-jackpot American TV game shows of the 1960s.

How is it different from a regular crisped rice bar?

The crisped rice is paired with a soft caramel center — it's that caramel-plus-crunch duo that sets 100 Grand apart.

Where to buy real 100 Grand?

At My American Market, we hunt down the real US versions. Round out your order with our other American chocolate.

You might also like: Reese's, Hershey's, Butterfinger.

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