Cadbury Mr. Big
Mr. Big is the largest sized candy bar produced by Cadbury in Canada, hence the name. The standard bar is made of a layered vanilla wafer coated in caramel, peanuts and rice crisps covered in a brown simulated chocolatey coating. Because of Canada's higher chocolate standards, it is not considered a "chocolate bar" and is labelled instead as a "candy bar". The bar is the length of two "standard"-sized bars – around 20 centimeters (8 inches) long.
The bar is common in Canada, where it is considered an icon of Canadian cuisine. Varieties include Mr. Chew Big, Mr. Big Fudge, and Mr. Big with Maple. They are available Great Britain, Germany, Hungary, Poland and some areas of the United States.
Mr. Big is the only Cadbury candy bar to have an ice cream variant made by Nestlé. It was discontinued in May 2002 in the UK due to poor sales. An ice cream bar version produced by Nestlé is available in Canada, although other Cadbury ice cream products are made by Breyers.
The Mr. Big brand name was originally owned by Nestlé and licensed by William Neilson (now Cadbury). This created the situation where the trademark of one of Neilson's largest brands was owned by its largest competitor. Neilson then bought the rights to the name Mr. Big for confectionery. A Canadian advertising campaign in the 1970s included the tagline "Mr. Big: so big they call him Mister".