Here are some Chcocolate Rolls, still in their display box.
These appear to be creme filled cake rolls, much like a Ho-Hos or so in the USA. (also known as Swiss Cake Rolls) The magazine points out that the package is fancier than the roll, and indeed, it is so, as ther is nothing "Sonic-like" about the roll, he's just on the outside.
These were originally available at Tesco stores for 1.59 of pound/cents. They supposedly tasted exactly like the Tesco store brand of roll. Photo credit Ricky Lee