Ferrero Group is set to launch a new range of products under the Wonka brand this autumn, with the aim of revitalising the seasonal confectionery market in the US and major European countries.
The new range will feature ten seasonal and limited-edition SKUs across various categories, including chocolate, sugar confectionery, ice cream, and cereals.
Ferrero acquired the exclusive confectionery rights to the Wonka brand in 2018. The new product line, which will be available in the US, UK, France, Italy, and Germany, will leverage the strong existing awareness of the Wonka brand with Ferrero’s market impact capabilities, the company said in a statement.
Netflix Deal
In a related move, Ferrero has also announced an exclusive global partnership with Netflix, which will bring the whimsical world of Wonka to life both on screen and on store shelves, creating a synergistic marketing and storytelling experience for consumers worldwide.
The partnership with Netflix is particularly timely, as Netflix acquired the Roald Dahl Story Company in 2021 and has plans to expand the on-screen Wonka universe with The Golden Ticket, a reality competition series slated for 2026, and Charlie vs. The Chocolate Factory, an animated film set for 2027.
Wonka Universe
“We’re excited to be introducing a new Wonka family of products, starting with chocolate, sugar confectionery, ice cream and cereals,” commented Alessandro Rapali, premium chocolate president at Ferrero Group.
“For generations, Charlie & The Chocolate Factory has been part of popular culture; our ambition is to apply the Ferrero lens to the Wonka universe and to bring fresh new energy to the seasonal aisle. Behind the scenes, our research, development and innovation teams have been carefully leveraging decades of experience in real chocolate factories, applying Ferrero’s signature quality and craftsmanship, and bringing to life a new Wonka world – one that we can’t wait to offer to Wonka fans.”
Elsewhere, Filippo Zuffada, senior director of consumer products, international at Netflix, added that Ferrero, with its “outstanding heritage of product innovation and brand-building, could not be a better home for this partnership. Together, with the magic of our upcoming entertainment and Ferrero’s world-class portfolio, we’re giving fans a delectable new way to experience the wonder of Wonka on screen and on shelves around the world.”