Nestle is to launch a range of chocolate bars in the UK under the name of author Roald Dahl’s fictional confectioner character Willy Wonka.

The Wonka chocolate line will comprise three bars: Wonka’s Millionaires Shortbread; Wonka’s Chocolate Nice Cream; and Wonka’s Crème Brulee.

The bars officially launched at the Theatre Royal, Drury Lane in London last night (8 August) and will be on shelves from September.

“Willy Wonka is one of the nation’s best known characters and we wanted to do him proud. The time felt right to bring these ‘deliciously imaginative’ chocolate creations to the British public,” said a Nestle spokesperson.

The launch will be supported by a GBP3.6m (US$5.6m) media campaign to include TV advertising, digital advertising and in-store investment.

Nestle already sells confectionery under the Willy Wonka brand in the US.