Knoops celebrates success with Wonka chocolate movie tie-in

UK-based hot chocolate business, Knoops, has been celebrating a successful brand partnership with the new Wonka movie gaining global acclaim over the festive season, writes Neill Barston.

The firm, founded in Rye, East Sussex, reportedly enjoyed record trading in November and December of last year, with the business enjoying notable expansion since establishing its first store in 2013, with the company now operating more than 15 stores across the UK.

It comes as the business recently gained a major funding investment boost of £8.2 million that the company is set to be placing towards doubling its retail presence across Britain, as it seeks to further expand its overall operations. The company offers hot chocolate blends from 28% white, to a 100% dark chocolate drink variety, as well as producing vegan options.

As previously reported by Confectionery Production, the new film, inspired by the larger than life Roald Dahl character Willy Wonka, played by Timothee Chalamet, has sparked interest from chocoholics around the world, eager to soak up the musically-led tale exploring the fledgeling adventures of the fictional confectionery entrepreneur.

Pic: Shutterstock

Notably, the movie’s release has led to demands from fans of Wonka Chocolate Bars to re-appear on shelves around the globe, with the ownership of the brand passing to Ferrero in 2018, yet there have been no official chocolate bar launches from the business beyond reported promotional items linked to the company’s release. The situation gained national coverage in the US, with the Wall Street Journal exploring the issue of where the elusive Wonka bars are, which fans has assumed would be produced for the movie.

Significantly, Wonka Bars were in fact produced for the last major movie release relating to Willy Wonka, back in 2005, for the Johnny Depp version of Charlie and the Chocolate Factory, which saw fans eager to get their hands on the bar’s famous golden ticket from the novel, with a $10,000 prize being reportedly offered as part of that key confectionery promotion.

However, as Confectionery Production previously covered, the lack of official confectionery merchandise for the latest movie release has led to black-market trade in fake Wonka bars being produced in the UK, leading to Food Standards Agency health warnings being issued over unlicensed products emerging on market stalls and through internet sites.

Thanking customers in a social media post on its Facebook site, the company said: “We wanted to take a moment here to thank you all for the incredible support you have shown us this year . 2023 has been quite the year. We opened 7 new stores (bringing us to 15), collaborated with Warner Bros for the release of WONKA, and created a brand new ordering and loyalty app (watch this space). Now we’re looking forward to 2024, continued store openings, international expansion, and other exciting things that you’ll hear about soon. This is all made possible by you visiting our stores, trying our chocolates, and sharing with those you love.”