Ferrero offers key Sweets & Snacks launches including Wonka series
Wonka chocolate lines were previewed at this year's Sweets and Snacks and will be rolled-out across the US and also in Europe. Pic: Neill Barston
An added sprinkle of confectionery magic graced on this year’s Sweets & Snacks Expo, as Ferrero used the event to showcase its latest Wonka range of products including a new chocolate series, reports Neill Barston.
The launch is being backed by a fresh media deal with Netflix surrounding a soon-to-be-released animation, Charlie vs the Chocolate Factory, which will target a whole new generation of confectionery fans.
As Confectionery Production discovered speaking to the business this week in Las Vegas for the key trade show, the decision to bring back its classic range, reverses a decision made by its former owners, Nestle, which discontinue the line back in 2014.
The move to axe the line prompted a consumer backlash, and has led to the production of fake Wonka bars in the UK to fill the demand for merchandise and confectionery linked to the screen and book series.
Significantly, Ferrero also highlighted a number of its latest portfolio offerings, which included showcasing the formal launch of its Nutella Peanut
Notably, Netflix acquired the Roald Dahl Story Company in 2021 and recently announced the expansion of the on-screen Wonka universe with a 2026 reality competition series The Golden Ticket.
As Ferrero observed, behind the scenes, over the following years, its research and development teams and creative laboratories have been working to carefully keep bringing to life such a truly iconic universe.
Drawing on decades of confectionery expertise, these teams have explored new recipes translating the wonder of Wonka into exciting innovations rooted in Ferrero’s signature standards of quality, creativity and craftsmanship.
The move is part of Ferrero’s longstanding commitment to continuous product development and category expansion across its global portfolio- which also stood at this week at Sweets & Snacks with a major ad campaign at the Las Vegas Sphere venue, which was in sight of the city’s convention centre, which prominently displayed the latest Kinder Bueno series projected upon the distinctive destination.
As the business confirmed, it has been approaching Wonka through a phased, consumer-led journey, and will soon offer a series of ten seasonal and limited-edition products across multiple categories, designed to spark excitement and invite consumers into the world of Wonka.
The introduction of such a distinctive and robust seasonal offering represents a significant disruption in the category, aiming to revitalise the seasonal aisle and generate heightened interest among retailers and consumers.
According to the company, it plans a series of releases across the US and Europe, delivering a wide range of Wonka flavours, textures and shapes across categories.
This will begin with its chocolate series, sugar confectionery, ice cream and cereals. As the business explained, the expanded family of products will reflect the same principles of creativity, curiosity and wonder surrounding Wonka – which has gone on to gain critical acclaim with the recent movie revival from Timothee Chalamet,
Alessandro Rapali, Premium Chocolate President at Ferrero Group, welcomed the expanded Wonka confectionery seres.
He said: “We’re excited to be introducing a new Wonka family of products, starting with chocolate, sugar confectionery, ice cream and cereals. 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.”
The partnership between Ferrero and Netflix marks the start of a long-term collaboration in bringing the wonder of Wonka to consumers worldwide, leveraging marketing, media and trade synergies to progressively unlock opportunities for storytelling and consumer engagement.
Filippo Zuffada, Senior Director of Consumer Products, International at Netflix, added: “Netflix is reimagining the Wonka universe built on extraordinary imagination and whimsical creations, and 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.”
Additional launches
As the company explained, its additional launches at Sweets & Snacks included Mother’s x Nerds Sweet & Tangy Frosted Cookies, which bring together the nostalgic fun of Mother’s Circus Animal Cookies with the bold crunch of NERDS Rainbow candy.
In addition, the group also revealed its Keebler Chips Deluxe Crunch Cookie, a chocolate chip cookie dipped in Crunch milk chocolate with crispy rice pieces, delivers an irresistible blend of indulgent flavours and textures, which gain its rollout beginning this summer into the start of 2027.
