Manufactured under licence by UBUK, Mars Mini Rolls consists of a sponge base with a soft caramel filling, which is covered in milk chocolate. It has been designed to mirror the appeal of the confectionery bar but in a format more suitable to accompany a cup of tea or coffee.
Bars come in packs of six with an rsp of £1.09 and carry similar labelling to the chocolate bars. The launch will be backed by in-store sampling and PoS material.
Anne Wareing, group brand manager for McVitie's Cake Company, said: "Mars Mini Rolls is one of the biggest launches in the cake category this year and will offer a new, exciting way to eat one of the nation's most-loved chocolate brands."
Mini Rolls is the second Mars cake to debut this year - UBUK launched a Mars-branded Muffin in April.
It said that the new entrant would further strengthen the brand in the cake sector.