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Ferrero Group Teams Up with Netflix to Revive Wonka Candy Brand
In an exciting collaboration, Ferrero Group is set to breathe new life into the iconic Wonka candy brand with the help of Netflix. Following their acquisition of the brand from Nestlé in 2018, Ferrero will be introducing 10 seasonal and limited-edition products in partnership with Netflix this fall. These products will span across various categories like chocolate, sugar confectionery, ice cream, and cereals.
This partnership comes at a time when Netflix is expanding its content related to the Willy Wonka universe, with plans for a reality competition and an animated film. Netflix’s acquisition of the Roald Dahl Story Company in 2021 aims to reimagine beloved childhood classics in different formats, including consumer products.
History of the Wonka Brand
The fantastical world of “Charlie and the Chocolate Factory” has long been intertwined with the food industry. The original 1971 film was even financed by Quaker Oats in exchange for the rights to use the Wonka name and feature the candy prominently in the movie. Over the years, the Wonka brand has changed hands multiple times, with Nestlé acquiring it in 1988 from Pixy Stix creator Sunmark Corporation.
Despite Nestlé’s decision to phase out the Wonka brand in 2015, Ferrero saw an opportunity to revitalize it when they purchased Nestlé’s candy business for $2.8 billion in 2018. Ferrero has since been successful in rejuvenating other Nestlé candy brands, such as Nerds, by introducing innovative products like gummy clusters.
Reviving the Wonka Universe
Ferrero’s goal with the Wonka collaboration is to bring back the beloved universe for long-time fans while also tapping into the growing seasonal market. By teaming up with Netflix, Ferrero aims to disrupt the category and engage consumers through experiential marketing. The Wonka products will be available in the U.S. and select markets in Europe, including the U.K., France, Italy, and Germany.
Alessandro Rapali, premium chocolate president at Ferrero Group, expressed the company’s excitement about applying their expertise to the Wonka universe. He mentioned that their research, development, and innovation teams have been working tirelessly to bring fresh energy to the seasonal aisle, leveraging Ferrero’s quality and craftsmanship.