You might not know it thanks to the recent rebranding, but Mini Rolls are the same classic cake bars that Cadbury has been selling since 1962. In order to make this snack more appealing to the eyes and tastebuds of modern customers, a few details were changed, mostly to do with presentation. To go along with witty quips printed on the packaging like "I'm on a Roll" and "ROFL" that make reference to laughter, the filling in the rolls was reshaped to look like a speech mark. For continuity, this icon is also seen framing the quotes on the snack wrappers.
The goal of the rebranding was ultimately to create a bold, fun and "big personality" for the snack that would make flavors like Raspberry, Milk Chocolate, Orange and Banana seem to shout at consumers from the shelves of stores.