Nestlé UK announces production halt of Wonka bars for Ireland and UK later this summer after huge fall in sales; company experienced retail sales go from £16M throughout Q1 to £1M a month later
June 20, 2014
(Industry Intelligence Inc.)
– Nestlé U.K. will be stopping production of its Wonka chocolate bars later this summer after sales drastically fell a month after experiencing a strong start throughout the first quarter, Confectionery News reported June 19.
The Wonka bars came out in September 2013 in three different flavors.
According to IRI data, the U.K. business saw retail sales of the candy bar reach over £16 million (US$27.2 million), bringing in £3 million each month until May 24.
After the first quarter, sales dropped to £1 million.
“Consumers love novelty and innovation in their confectionery and this sits perfectly for a brand such as Wonka,” a Nestlé spokesperson said.
“Novelty is by its nature often short-term and Nestlé has re-introduced the Wonka brand a number of times in the U.K. & Ireland over the years. The bars will be on shelf for much of 2014 with production ceasing this summer.”
The Wonka bars came with a £3.6 million media campaign, making it the largest launch Nestlé U.K. ever had since its Randoms and KitKat Chunky candies, according to Confectionery News.
The primary source of this article is Confectionery News, Montpellier, France, on June 19, 2014. Click here to read the primary source's full version of the article.