Mr. Big (chocolate)

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 chocolate-like coating. Because of Canada's higher chocolate standards compared to other areas of the world, it is not considered a "chocolate bar" and is labeled instead as a "candy bar". The bar is the length of two "standard"-sized bars – around 20 centimeters (8 inches) long. Additional varieties include Mr. Chew Big, Mr. Big Fudge, and Mr. Big with Maple.

The bar is common in Canada. It is also available Great Britain, Germany, Hungary, Poland and some areas of the United States. A Canadian advertising campaign in the 1970s included the tagline "Mr. Big: so big they call him Mister". The product launched in the U.S. in 1995, and the launch included an advertising campaign with the basketball player Shaquille O'Neal. A miniature Mr. Big candy bar is manufactured and marketed for the Halloween season.

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.

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.

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