In 1981, select English consumers were introduced to Cadbury’s Wispa bar. In 1983, it was released nationally in the UK. Twelve years later, Cadbury launched the caramel-filled Wispa Gold. In 2003, the Wispa brand was discontinued due to declining sales.
In 2009, a special edition of Wispa Gold—covered in actual gold—is being sold for £961.48 (US $1626.73) as “the world’s most expensive chocolate bar.”
Wispa first resurfaced in 2007, when a Facebook campaign convinced Cadbury to temporarily relaunch the candy bar with an eye towards a more permanent return. The relaunch was successful and Wispa returned for good one year later.
Wispa Gold, however, is still on hiatus until September 2009, when it will also receive a limited relaunch. The special edition bar, covered in edible gold-leaf and packaged in a gold wrapper, is being sold at Selfridges in London to promote the return of Wispa Gold and to raise money for the UK Lowe Syndrome Trust.
Interestingly enough, an expired Wispa bar was auctioned for charity on eBay in early 2008. Unfortunately, the winning bid of £2,550 was, according to the auction giant, “unauthorized.”
Prior to the Wispa furor, the most expensive candy bar was a piece of Lost memorabilia—a limited release Apollo bar made for the show’s accompanying alternate reality game and auctioned on eBay for about $130.