The food giant is releasing a line of limited-edition treats with unexpected colors and texture combinations to attract a new generation of consumers.

Ferrero is reopening the gates to Willy Wonka's chocolate factory after purchasing the discontinued Wonka brand as part of its $2.8 billion purchase of Nestlé's confectionery business in 2018.

The new launch leans into the magic of the Wonka universe with fun shapes, novel flavor combinations and unexpected textures. The four candies are:

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 this month. The company looked to take qualities that helped make the Wonka world distinctive and reimagine them for a new generation.

“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 food industry has had a long history with "Charlie and the Chocolate Factory," with the original 1971 film financed by Quaker Oats in exchange for the rights to use the Wonka name. Nestlé took over the Wonka brand in 1988, before phasing it out in 2015 following declining sales.

Ferrero has spent years revitalizing Nestlé’s candy brands, including turning Nerds into the candy aisle's biggest hit with the introduction of gummy clusters.

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