Ferrero North America has relaunched the Wonka candy brand with a limited-edition line of treats developed in partnership with Netflix, timed to the streaming service’s upcoming reality show Wonka’s The Golden Ticket, which premieres Sept. 23. The new lineup, set to arrive in November, introduces four candies with unconventional flavor and texture pairings designed to appeal to younger consumers.
New Wonka Treats Blend Familiar Flavors With Unexpected Twists
The four candies include Wonka Magic Hats, which feature colorful chocolate shells filled with creamy centers; Wonka PurplyPurple Chocolate, a milk chocolate bar with a purple caramel-flavored milky filling; Oompa Loompa Gummies with a juicy berry cola-flavored interior; and Wonka Magic Garden Chewy Ropes, gummy ropes filled with lemon filling meant to resemble blades of grass from the factory garden.
Ferrero’s research and development team spent months crafting new recipes, flavors, shapes, and formats inspired by the whimsical world of Willy Wonka. The company aimed to preserve what made the brand distinctive while reimagining it for a new generation of candy lovers.
“What was important to us was to remember that, in the books and films, people loved Wonka products not only because they were zany or strange, but because they were delicious,” said Gary Youren, head of R&D at Ferrero in the U.K. “We wanted products that tasted great, with some surprising twists.”
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The relaunch marks Ferrero’s latest effort to revive a legacy brand acquired through its $2.8 billion purchase of Nestlé’s confectionery business in 2018. Nestlé had phased out the Wonka brand in 2015 after years of declining sales, leaving a gap in the market that Ferrero is now looking to fill.
“As we begin this exciting new chapter for Wonka, we’re inviting the young at heart to experience the imagination and unexpected delights that have made the brand so beloved, reimagined through a collection of delicious new treats,” said Kelly Flaherty, head of cross-category marketing and innovation at Ferrero USA.
The Wonka brand has deep roots in pop culture, dating back to the 1971 film Willy Wonka & the Chocolate Factory, which was partially financed by Quaker Oats in exchange for licensing rights to the name. Nestlé later took over the brand in 1988, but ultimately discontinued it nearly a decade ago.