Country United Kingdom Previous owners Mackintosh's | Introduced 1937 | |
 | ||
Owner Nestlé (worldwide except the U.S.)
The Hershey Company (U.S. Distribution only) | ||
Rolo (pronounced /ˈrəʊləʊ/), referring to the roll-styled candy) is a brand of truncated-cone-shaped or frustum-shaped chocolates with a caramel centre, the shape resembling that of a shallow inverted bucket or tub or a traditional lampshade. First manufactured in the UK by Mackintosh's in 1937, they are made by Nestlé, except in the United States where production has been licensed by The Hershey Company.
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History
The Rolo product was developed in England by Mackintosh's, (later Rowntree-Mackintosh), simply a combination of Mackintosh's Toffee and a chocolate coating. Rolo was first sold in 1937.
They were also produced in Norwich until 1994, when all UK production moved to Fawdon in Tyneside, by Nestlé. There have now been Rolo biscuits, ice-cream, muffins, birthday cake, desserts, cake bars, doughnuts, mini Rolos, big Rolos, (all of which use the same type of caramel) yogurts and Easter eggs made. In May 2011, McDonald's combined chocolate pieces and caramel sauce with their soft-serve McFlurry product to simulate the Rolo flavour profile in a cross-branded product.
U.S. distribution
Initially the New England Confectionery Company acquired a license to produce Rolos in the United States. However, they have been produced in the U.S. by The Hershey Company since 1969. Initially, the U.S. wrappers from Hershey indicated that the confectionery had been produced in England.
Advertising
Rolo was advertised for many years with the slogan "Do you love anyone enough to give them your last Rolo?". In 1996 the Rolo ad "Elephant" won the Grand Prix in the section Film Lions at the Cannes Lions International Advertising Festival. This ad was produced by Ammirati Puris Lintas, which now belongs to Lowe Worldwide. In this ad an elephant gets fooled by a young boy and decades later takes revenge, referring to the saying elephants never forget.