Ferrero North America has relaunched the Wonka candy brand with a line of limited-edition treats developed in partnership with Netflix, eight years after acquiring the discontinued brand in its $2.8 billion purchase of Nestlé's confectionery business in 2018.

The lineup reaches shelves in November and features four treats built around unexpected flavor and texture combinations aimed at a new generation of consumers. Ferrero announced the relaunch on Sept. 23, timed to the release of the Netflix reality show "Wonka's The Golden Ticket" the same day. The company said more innovations under the Wonka line will follow.

The four candies include:

• Wonka Magic Hats — colorful chocolate shells with creamy centers
• Wonka PurplyPurple Chocolate — a milk chocolate bar with purple caramel-flavored milky filling
• Oompa Loompa Gummies — featuring a juicy berry cola-flavored filling
• Wonka Magic Garden Chewy Ropes — chewy gummy ropes with a lemon filling meant to represent grass blades harvested from the factory's garden

Ferrero's research and development team explored new recipes, flavors, shapes and formats inspired by the Wonka world in creating the launch, the company said earlier in September. The team set out to take the qualities that made the Wonka world distinctive and reimagine them for today's shoppers.

"What was important to us was to remember that, in the books and films, people loved Wonka products not only because they were zany or strange, but because they were delicious," Gary Youren, U.K. head of R&D at Ferrero, said in a statement. "We wanted products that tasted great, with some surprising twists."

The Wonka name carries nearly six decades of consumer history. Quaker Oats financed the original 1971 film "Willy Wonka & the Chocolate Factory" in exchange for the rights to use the Wonka name. Nestlé took over the brand in 1988, then phased it out in 2015 following declining sales.

Ferrero has spent years revitalizing the candy brands it acquired from Nestlé. Its biggest win so far: turning Nerds into the candy aisle's biggest hit with the introduction of gummy clusters. With Wonka, the company hopes to recreate some of that success by leaning on unexpected texture combinations similar to those clusters.

"As we begin this exciting new chapter for Wonka, we're inviting the young at heart to experience the imagination and unexpected delights that have made the brand so beloved, reimagined through a collection of delicious new treats," Kelly Flaherty, who leads cross category marketing and innovation at Ferrero USA, said in a statement.

For marketers, the launch pairs a nostalgic, pre-sold brand property with a streaming platform's reach — a playbook that ties retail velocity to entertainment timing. Ferrero's stated plan for additional Wonka innovations signals the relaunch is a long-term portfolio play rather than a one-off promotion.