Ferrero Expands Wonka Brand With New Product Range And Netflix Partnership
Ferrero Group has unveiled plans to expand the Wonka brand with a new family of confectionery and snack products, alongside a global collaboration with Netflix aimed at extending the franchise’s presence both on shelves and on screen.
The Luxembourg-based company said it will introduce ten seasonal and limited-edition Wonka products beginning this autumn across categories including chocolate, sugar confectionery, ice cream and cereals. The launches are planned for the US as well as selected European markets including the UK, France, Italy and Germany.
Ferrero acquired the exclusive confectionery rights to the Wonka brand through its 2018 purchase of Nestlé’s US confectionery business. Since then, the company said its research and development teams have been working on translating the Wonka universe into new confectionery formats while maintaining Ferrero’s established product quality standards.
The group described the new launches as part of its broader strategy of continuous portfolio expansion and product innovation. Ferrero stated that the seasonal range is intended to “revitalize the seasonal aisle” and create stronger engagement among retailers and consumers.
According to the company, the products will combine “Wonka flavors, textures and shapes” across multiple categories while reflecting themes associated with the long-running Charlie and the Chocolate Factory franchise.
Alessandro Rapali, Premium Chocolate President at Ferrero Group, 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.”
He added that Ferrero’s research and innovation teams had been “carefully leveraging decades of experience in real chocolate factories” to develop the new range.
The initiative also forms part of a broader partnership between Ferrero and Netflix, which acquired the Roald Dahl Story Company in 2021 and has since expanded development of Wonka-related entertainment properties.
Netflix recently announced two upcoming productions linked to the Wonka franchise: The Golden Ticket, a reality competition series scheduled for 2026, and Charlie vs. The Chocolate Factory, an animated film planned for release in 2027.
Ferrero and Netflix said the partnership is intended to support long-term storytelling and consumer engagement opportunities through coordinated marketing, media and retail activity.
Filippo Zuffada, Senior Director of Consumer Products, International at Netflix, said: “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.”
The expansion marks one of Ferrero’s most significant brand development initiatives tied to licensed entertainment properties in recent years, combining confectionery innovation with franchise-led consumer marketing across international markets.