Image courtesy of Dan Goodsell.
The candy rolls were included in the advertising for the Disney Toy Town campaign. Regularly priced at 5¢/roll, an entire box of all seven could be had during the Toy Town event for only 10¢, limit one box per customer.
Promotions were seen in newspaper ads and holiday gift flyers.
The candy box and wrappers are listed in Hake's Official Price Guide to Disney Collectibles, 2nd edition, 2007 (p.843). The back of the box had instructions for making your own dwarf cut-outs.