Ferrero Group is expanding its ambitions for the Wonka brand with a new line of seasonal products and a global partnership with Netflix, as the confectionery company looks to strengthen its position across multiple snack categories and reinvigorate seasonal confectionery aisles.
Ferrero plans to launch an initial range of ten seasonal and limited-edition Wonka products this autumn across the US and major European markets, including the UK, France, Italy and Germany. The portfolio will span chocolate, sugar confectionery, ice cream and cereals, marking one of Ferrero’s broadest cross-category launches tied to a single brand property.
Ferrero acquired the exclusive confectionery rights to Wonka in 2018 and has spent the intervening years developing products through its research and development teams and creative labs. The new range is intended to leverage the enduring cultural appeal of Charlie & The Chocolate Factory while bringing new energy to the seasonal category.
The launch also signals Ferrero’s growing focus on entertainment-led brand building. Alongside the product rollout, the company announced an exclusive long-term collaboration with Netflix, which has been expanding the Roald Dahl universe since acquiring the Roald Dahl Story Company in 2021.
Netflix recently confirmed two new Wonka-related productions: the 2026 reality competition series The Golden Ticket and the 2027 animated film Charlie vs. The Chocolate Factory. Ferrero said the partnership will combine media, marketing and retail activation to build consumer engagement around the Wonka franchise globally.
“We’re excited to be introducing a new Wonka family of products, starting with chocolate, sugar confectionery, ice cream and cereals,” said Alessandro Rapali, Premium Chocolate President at Ferrero Group. “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 company believes the scale and breadth of the launch could help drive incremental traffic and shopper interest within the seasonal confectionery segment, an area where brands continue to seek differentiation through licensed partnerships and limited-edition formats.
“Netflix is reimagining the Wonka universe built on extraordinary imagination and whimsical creations,” said Filippo Zuffada, Senior Director of Consumer Products, International at Netflix. “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.”
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