Bjorn Borg never said, in the brash manner of super-hot dog Reggie Jackson, "If I played in Copenhagen I'd have a candy bar named after me."

But, in fact, Borg does play in Copenhagen, and does have a candy bar named after him: the "Bjorn Borg Bar," manufactured by Toms Choclate Ltd. in the Danish capital.

The bars, in a blue, yellow, red and white wrapper adorned by a grim-faced sketch of the lad who today won his fourth successive Wimbledon singles title, were on sale at the All England Lawn Tennis and Croquet Club during the Wimbledon fortnight.

They will never replace the traditional strawberries and cream as a tea-time pick-me-up, nor the popular salmon and cucumber sandwiches and best end of lamb at lunch, but what tennis lover could resist a taste test?

Harold O. Zimman, the U.S. Tennis Association publisher and an arbiter of good taste among the international tennis set, peeled the wrapper off a melting "B.B. Bar" moments after watching the real Borg gobble up Jimmy Connors in the semifinals on Thursday afternoon.

The Big Z - as Zimman, a well-fed connoisseur, is affectionately known- frowned as he bit into the chocolate-covered concoction of chewy caramel, hazlenuts and soft nougat. "Not nearly as good as the player," he judged.

"It kind of reminds me of a 'Reggie' without mustard," said Joe Gergen, a Long Island journalist with first-hand knowledge of the candy bar named for New York Yankee slugger Jackson.

"Or maybe a 'Baby Ruth' with top spin."