Emma Jacobs writes in the Financial Times that is successful because it taps into a recessionary trend of nostalgia.
The rolls are sold in the original flavor and a new twist. A bit from the site:
Arctic Roll is back and even better than before! We relaunched the Original Raspberry Arctic Roll to an eager public but we didn’t stop there. We also created a gorgeous Triple Choc version for triple chocoholics. If you’ve never tried Arctic Roll, now’s the time to taste what you’ve been missing.
Perhaps there is hope for us Morton Honey Buns fans, after all. How about it ConAgra?