The name comes from the word "hooah," a battle cry commonly used by American soldiers, also noting that Marines tend to prefer the word "Oohrah!" on the packaging. The bar originally had "HOOAH!" and the US Army seal on one side and "OOH-RAH!" and the US Marine Corps seal on the other; the new wrappers have both logos on the same side. The commercial version features the United States roundel instead.
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