Wonka relaunch: overview
- Ferrero relaunches Wonka with UK-developed chocolates, sweets and seasonal treats
- New range targets nostalgic adults and younger Wonka consumers
- Ferrero acquired exclusive Wonka confectionery rights from Nestlé in 2018
- Alfreton site received £35m investment over the past decade
- Launch reflects growing demand for nostalgia-led seasonal confectionery products
Ferrero Group is banking on the magic of Charlie and the Chocolate Factory to drive autumn sales.
The confectionery giant is reviving the much-loved Roald Dahl-themed chocolate with an extensive new range, created at the UK’s Alfreton Centre of Excellence.
Innovations include Magic Hats, Purplypurple Milk Chocolate Bars and Oompa Loompa Gummies.
“Wonka is a brand built on imagination and wonder, and our teams have worked hard to translate that spirit into products that deliver the quality, surprise and delight consumers expect from Ferrero,” says Craig Barker, managing director of Ferrero UK and Ireland.
Ferrero bought exclusive rights to Wonka confectionery from Nestlé in 2018.
Ferrero UK investment
Ferrero has invested more than £35m in Alfreton over the past decade, with funds going towards expanding and modernising production, and establishing it as a Centre of Excellence.
The site has become a key part of Ferrero’s global manufacturing network, supporting product innovation as well as production capabilities for the company’s wider confectionery portfolio.
“This launch is a proud moment for Ferrero in the UK,” says Barker. “Our Alfreton team has played a key role in bringing the new Wonka range to life, combining deep confectionery expertise with the creativity, craft and technical capability needed to reimagine such an iconic brand for today’s consumers. This launch demonstrates exactly what continued investment in UK innovation and manufacturing can deliver.”
He goes onto say the new launch is a “powerful example” of how UK business is helping to shape confectionery innovation around the world.
The launch comes as confectionery manufacturers increasingly seek to leverage nostalgia-led brands and limited-edition products to drive shopper engagement during key seasonal periods, including Halloween and Christmas.
