Candy and snacks giant Ferrero said Tuesday that the Wonka confections brand will return to the North American market in November after a more than eight-year hiatus.
The Italian maker of Nutella, which also owns the Keebler, Butterfinger and Tic Tac brands, first announced plans to restore the Wonka brand this spring. Ferrero acquired the label as part of its 2018 acquisition of Nestle’s candy holdings in the U.S.
The relaunch will feature four “limited-edition” Wonka products: Magic Hats Chocolate Pralines, Purplypurple Milk Chocolate Bar, Magic Garden Chewy Ropes and Oompa Loompa Gummies. The company said that all of the new products are made without artificial flavors.
"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,” Kelly Flaherty of Ferrero USA’s cross category marketing and innovation said in the announcement.
The company initially announced the return of the brand under a collaboration with Netflix, which acquired the Roald Dahl Story Company in 2021. Tuesday’s announcement also outlined a “Golden Ticket” contest, in which those who scan a QR code or visit Wonka.com will be eligible for a trip to the streaming video service’s “Netflix House” in Las Vegas.
