Rolo

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Rolo
Rolos
Owner Nestlé (worldwide, except in the U.S.)
The Hershey Company (U.S. Distribution only)
Country United Kingdom
Introduced December 21, 1937
Previous owners Mackintosh's
A tube's worth of Rolos

Rolo (pronounced /ˈrəʊləʊ/), referring to the roll-styled candy, is a brand of truncated-cone-shaped or frustum-shaped chocolates with a caramel middle. First manufactured in the United Kingdom by Mackintosh's in 1937, they are made by Nestlé, except in the United States where production has been licensed to The Hershey Company.

History[edit]

The Rolo product was developed in England by Mackintosh's,[1] (later Rowntree-Mackintosh), simply a combination of Mackintosh's Toffee and a chocolate coating. Rolo was first sold in 1937.

In 1956 the New England Confectionery Company acquired a licence to produce Rolos in the United States.[2] In 1969, the license for US Manufacturing was acquired by The Hershey Company.[3]

In 1998, the Nestlé company acquired Rowntree and its brands, including Rolo.[4] 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) yoghurts 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.

Advertising[edit]

In 1996 the Rolo ad "Elephant" won the Grand Prix in the section Film Lions at the Cannes Lions International Advertising Festival. In the ad an elephant gets fooled by a young boy and decades later takes revenge, referring to the saying "elephants never forget".[5] [6]

From 1980 to 2003, Rolo was advertised with the slogan "Do you love anyone enough to give them your last Rolo?"[7][8]

See also[edit]

References[edit]

  1. ^ R Fitzgerald Rowntree and the marketing revolution, 1862-1969 CUP
  2. ^ "NECCO® - About". www.necco.com.
  3. ^ Sharon Hernes Silverman (20 November 2000). Pennsylvania Snacks: A Guide to Food Factory Tours. Stackpole Books. pp. 87–. ISBN 978-0-8117-2874-4.
  4. ^ Wesley B. Truitt (2006). The Corporation. Greenwood Publishing Group. pp. 184–. ISBN 978-0-313-33606-5.
  5. ^ "Lions+ / 50+ Years Of Grand Prix". canneslions.com. Retrieved 26 June 2011.
  6. ^ ""Elephant" on Youtube".
  7. ^ Kathy Martin (19 February 2017). Famous Brand Names and Their Origins. Pen and Sword. pp. 50–. ISBN 978-1-78159-015-7.
  8. ^ Cozens, Claire (23 April 2003). "Rolo axes 'sentimental' slogan". the Guardian.

External links[edit]