A  delicious bars of crispy filled wafer, chewy caramel, crunchy cereals covered in smooth milk chocolate.LION was launched in th UK in 1976 by Rowntree Mackintosh under the name "Lion Bar", with the strapline "Crunch it, chew it. When you feel like a great big bite" and was soon a roaring success with consumers..It was first produced at the York factory in the UK before being transferred to the Fawdon factory in Newcastle in 1978.In 1988 is was re-branded LION® and now is available in over 40 countries worldwide.The LION® product with its rugged appearance and combination of crispy filled wafer, chewy caramel and crunchy cereals covered in smooth milk chocolate, has provided a substantial, multi-textural bite across the decades.The 1980 TV advertisements 'In the wild' featured real lions filmed on location in their natural habitat - which made for compelling viewing and was then re-enforced with the 'Wild Thing' advertisement in 1986 which again feature the king of the jungle in his natural environment