• The young Marseille company Krokola, already present in many stores with its quality organic chocolates for children, has acquired the “Merveilles du Monde” brand.

  • The adventure starts almost from scratch, with always the same recipe, but with new animal graphics and collectible cards.

  • An online pre-sale campaign is scheduled for January 10, 2023, then marketing from the beginning of February.

They had disappeared from the supermarket shelves since 2007, after almost 30 years of good and loyal service.

The “Wonders of the World” chocolate bars will make their big comeback on the market at the beginning of February, no doubt to the delight of those who are nostalgic for the animals in relief drawn on the chocolate squares and collectible cards.

Behind this rebirth, we find the young Marseille company Krokola, already present in 2,000 points of sale in France with its quality chocolates for children and their edutainment content inside.

"Apart from Milka and Kinder, there wasn't much for children in the world of chocolate," says Amélie Coulombe, co-founder of Krokola.

These are often very sweet products, closer to confectionery than tasting chocolate.

On the strength of this observation, she passed a chocolate CAP then launched her brand in April 2021 with her partner, who quickly found her place in the major brands.

When the opportunity arose to relaunch “Merveilles du monde”, the team didn't hesitate: “It's a brand we grew up with, which means a lot to us.

She has been arrested for fifteen years, but she still retains 30% notoriety and an affect, an emotional, ultra-strong.

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“Nature Challenge” cards

“Nestlé at the time wanted to refocus on its more international brands,” continues Amélie Coulombe.

However, in such a strategy, translating collectible cards is complex.

Passed into the hands of another company, specializing in the acquisition of historic brands, the “Marvels of the World” brand was sold to Krokola as part of a won tender.

Still, the adventure starts again, so to speak, from zero.

“The fundamentals remain the same, reassures Amélie Coulombe, however, namely the recipe [chocolate, crushed hazelnuts and almonds, natural vanilla flavor], which had to be found, the large squares, the animals in relief and the collection effect which brings something extra to the experience.

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We will thus find, in a more current design, emblematic animals such as the lion and the giraffe, but also plants and endangered species to protect.

On the card side, the company has entered into a partnership with Défis Nature, which designs cards to be cut directly from the cardboard packaging, in order to save paper to be recycled.

The “Wonders of the World” chocolate bars will not be made near Avignon, as is the case with their Krokola counterparts, but this time in the Loire.

Cocoa beans are always fair trade.

From January 10, dark and milk chocolate bars will be on presale via Ulule.

The time, by then, to put the finishing touches to the molds, which are almost ready.

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