Ferrero Group is set to revive the iconic Wonka candy brand through a new collaboration with Netflix, marking a major push into seasonal and entertainment-driven confectionery products.
As part of the partnership, Ferrero will launch 10 seasonal and limited-edition Wonka products this fall across categories including chocolate, sugar confectionery, cereals, and ice cream. The products will debut in the United States and selected European markets such as the U.K., France, Italy, and Germany.
The collaboration coincides with Netflix’s plans to expand the Willy Wonka universe through a new reality competition series and an animated film. Netflix had acquired the Roald Dahl Story Company in 2021 as part of its strategy to develop consumer products and entertainment franchises based on classic children’s stories.
The Wonka brand has a long association with the confectionery industry. The original 1971 film adaptation of Charlie and the Chocolate Factory was backed by Quaker Oats Company in exchange for rights to market Wonka-branded candies.
The brand later changed ownership multiple times before being acquired by Nestlé in 1988. Nestlé gradually phased out the Wonka identity in 2015 while reorganising its confectionery business under the “Nestlé Candy Shop” label. Ferrero acquired Nestlé’s US candy business for $2.8 billion in 2018, gaining control of brands including Nerds, Laffy Taffy, and Wonka.
Since the acquisition, Ferrero has focused on revitalising legacy candy brands, particularly through the success of Nerds Gummy Clusters, which emerged as a strong growth driver in the confectionery segment.
The company now aims to reposition Wonka as a major player in the seasonal confectionery market, an area seeing rising competition from global snack and candy companies such as Mondelēz International.
Ferrero said the Wonka relaunch would combine entertainment, nostalgia, and experiential marketing to engage consumers across multiple categories.
“Our ambition is to apply the Ferrero lens to the Wonka universe and bring fresh new energy to the seasonal aisle,” said Alessandro Rapali. He added that Ferrero’s research and innovation teams have leveraged decades of chocolate-making expertise to create a “new Wonka world” for consumers.