Nestlé will axe its Wonka bars in the UK after sales tailed off following a strong launch.
The UK business introduced three Wonka flavors backed by a £3.6 million media campaign in September 2013 that had been touted as one of its biggest launches since Randoms and KitKat Chunky.
Retail sales were over £16m ($27m) for the brand up to 24 May 2014, according to IRI data but sales fell to £1m ($1.7m) a month after having enjoying £3m ($5.1m) per month for the first quarter.
A Nestlé spokesperson said the decision was for UK & Ireland only
“Consumers love novelty and innovation in their confectionery and this sits perfectly for a brand such as Wonka. Novelty is by its nature often short-term and Nestlé has re-introduced the Wonka brand a number of times in the UK & Ireland over the years. The bars will be on shelf for much of 2014 with production ceasing this summer.”