Fruit Roll-Ups is a bran of fruit snack manufactured by General Mills and distributed under the Betty Crocker brand in the United States and the Uncle Tobys brand in Australia. The snack is a flat, pectin-based fruit-flavored candy, wrapped around a piece of cellophane for easier removal. Often the consumer must unwrap the cellophane an extra revolution in order to remove the snack due to its tendency to stick to itself. Fruit Roll-Ups is very similar to Fruit by the Foot (also a General Mills Snack). In the United States, retail Fruit Roll-Ups are sold in boxes of 10.