A website that specializes in discontinued candy says:

If you grew up in Milwaukee in the 1950's or 1960's, you remember the nickel Ziegler Giant Bar, a classic chocolate bar with peanuts, made by the local George Ziegler Company, which became a Halloween tradition for school children.

In the early 1900's, they were the first to offer a chocolate bar combining number one peanuts with milk chocolate, in block form.  It was called "Milk Chocolate Peanut Block."  In 1911, they were the first in the country to market a wrapped candy bar, with a distinctive name of its own, the 5 cent Ziegler Giant Bar. The rest is history.

Literally so; they closed in 1977. But their descendants have revived their product. Go to the site and you’ll see a much better wrap than the one you see here.