Confectionery giant Nestle will reintroduce the Wonka bar to the UK from next month, but confirmed production will take place in the Czech Republic.
The chocolate bar, immortalised by Roald Dahl’s Charlie and the Chocolate Factory, will go on sale in the UK for the first time since 2005.
But its production will not take place on these shores, as the company told TM it felt the Czech Republic is better equipped to deal with current production demands.
It cited existing UK lines producing on large scales being close to capacity, with the vast majority of its product output still taking place in this country across seven production sites.
It also added that the manufacturing infrastructure of the Eastern European state makes it ready made made to produce vast quantities of the three Wonka products, which will be available in Millionaire’s Shortbread, Crème Brûlée and Chocolate Nice Cream.
Last Thursday, the company confirmed the return of the bar, which had been sold in the UK in 2005 to coincide with the release of the film remake of Roald Dahl’s Charlie and the Chocolate Factory.
Ciaran Sullivan, managing director for Nestlé Confectionery in the UK and Ireland, last week spoke of the strength of the UK’s confectionery market, which has been forecast to increase at a compound annual growth rate of 2.16% over the next five years.
“Within the confectionery world every four or five years there’s a big, innovative launch. Confectionery is still performing well despite what is a difficult economic environment, because people really value and appreciate those small treats every day,” he said.
“Willy Wonka as a brand is synonymous with deliciously imaginative confectionery all over the world.”
The returning chocolate bar, which has come under fire from health campaigners for its higher than other market competitors calorie content, will be supported by a £3.5m marketing campaign.