More than 40 years after its creation, Merveilles du Monde chocolate is making a comeback, to the delight of brand enthusiasts who have been calling for its return with the backing of online petitions and groups on social networks.
Known for its embossed savannah animals and collectible cards, the brand that was owned by Nestlé will return to the shelves from March 2023.
At the origin of this rebirth, the children's chocolate start-up, Krokola.
It won a call for tenders to buy back the rights to Merveilles du Monde, before launching a pre-order campaign on Ulule.
We won the jury prize
” for the crowdfunding platform, exclaims the co-founder, Amélie Coulombe.
With more than 5000 contributions, the objective was to be able to quickly start manufacturing the first tablets.
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But it was first necessary to find the recipes that made the happiness of the gourmands.
We took more than a year and a half to find the ingredients and the taste of the original recipe
,” says Amélie Coulombe.
His ambition, alongside his partner, Alexandre Kanar, was to reproduce almost identically the chocolate that rocked their childhood.
It's all there: the original taste, the iconic format with the six large squares of chocolate, and the collectible animal cards.
We worked with historians and fans of the brand
", even indicates the entrepreneur.
Available from mid-February at the Grande Épicerie de Paris
But it was no small feat.
There was everything to rebuild: the recipe, the molds, the design of the cards...
", lists the co-founder, who wanted to give an eco-responsible turn to Merveilles du Monde.
On the shape of the tablet, new designs of animals as well as reliefs of plants have been designed.
Highlight all the species to be protected, with a real approach around biodiversity
Similarly, collectible cards are no longer slipped inside, but are to be cut on the back of the packaging to avoid over-packaging.
Designed with Bioviva and based on the “
” game, they make the youngest aware of environmental issues.
Finally, a new recipe has been created, in dark chocolate, with crushed almonds and hazelnuts.
The goal is to address consumers of the time, now adults and who “
have seen their taste evolve
The chocolate, made in the Loire, is also fair trade.
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Fans won't have to wait long before they can find or discover Marvels of the World: the famous tablets will appear on the shelves of supermarkets in March.
However, they will be available for preview at the Grande Épicerie in Paris on February 15 for two weeks.