FEATURE
HALLOWEEN & BONFIRE
102 ASIAN TRADER 17 OCTOBER 2025
featuring watermelon and
strawberry flavours.
Maynards Bassetts looks to
capture shopper attention with a
playful Halloween-themed
makeover. Maynards Bassetts
Liquorice Allsorts and Wine
Gums are getting a new look for
the spooky season, with Wine
Gums renamed Spooky Gums
and Liquorice All sorts becoming
Black & White Liquorice Mix.
OREO Spooky, which saw
incredible success in 2024 with
its Halloween-inspired cookie
embossing and orange coloured
cream while retaining the classic
taste of OREO biscuits, is back
this year.
Meanwhile, sugar confection
ery is no longer just for kids.
Adult nostalgia sells strongly.
The line-up by Swizzels is
something that everyone is
talking about.
Clare Newton, Trade &
Shopper Marketing Manager at
Swizzels, agrees: “Despite wider
economic pressures, the
category has remained resilient
thanks to its accessibility and
affordability, making it an easy
way for shoppers to join in the
celebrations without overspend
ing.
“With Halloween falling on a
Friday, celebrations are expected
to extend into the weekend,
increasing the number of
purchase occasions and driving
higher demand for treats, party
formats, and impulse buys.”
Products that bring theatre to
the occasion, through novelty
shapes, bold colours, and
themed packaging, are
particularly popular, as
they offer more than just
a sweet treat and are ideal
for featuring in social
media content and party
settings.
Last year was the
biggest Halloween in the
market.
Private label Hallow
een sales, however,
declined by -2.2 per cent,
demonstrating that when
it comes this consumer
holiday, brands are king!
Consumers look to
well-loved and trusted
names when choosing
sweets to fill tick-or-treat
ing bowls.
Perfetti Van Melle’s suite of
household-name brands grew by
+4.5 per cent in value over
Halloween 2024, outperforming
the category in value and unit
growth, and are set to contribute
significantly to Halloween
confectionery sales again this
year.
Despite Halloween-themed
confectionery drawing atten
tion, the classic, core ranges are
still key. Gifting formats like
mini bags, tubs and sharing bags
tend to be the most popular
formats at this time of year, with
sharing bags driving 62 per cent
of Halloween confectionery
sales.
Perfetti Van Melle’s selection
of delicious sharing bag options
is no exception, with overall
sales increasing by six per cent at
Halloween.
A spokesperson says, “Our
Top 10 Halloween SKUs feature
classics such as Fruit-tella Juicy
Chews, Fruit-tella Berries &
Cherry and Chupa Chups Best of
Bags.”
These are must-stocks for
retailers wishing to make the
Fizzy Fangs, Trick and Mix Party
Pack and Spooky Mix Trick or
Treat Box.
Snack attack
Beyond sugar, the biggest
Halloween boom lies in snacks
and party food. Because if there
is one thing scarier than ghosts,
it is running out of crisps at 8pm.
Themed shapes and limited-
edition flavours give retailers a
storytelling edge. Families
hosting gatherings now want
easy oven-to-table options that
require zero prep like mini
pizzas, mozzarella sticks, wings
and sausage rolls.
Retail data shows clear spikes
in crisps, popcorn, and nuts
during Halloween week. And a
leading name to rely upon when
it comes to these is KP Snacks.
Stuart Graham, Head of
Convenience and Impulse, KP
Snacks, says, “At KP Snacks, we
are catering to the growth of
sharing occasions with a diverse
portfolio of tasty snacks to
generate demand and drive sales.
“Our exciting range has some
thing for everyone, from tasty
nuts to popcorn to pretzels and,
of course, crisps.
“Worth £103m RSV and
growing +3.8 per cent, the KP
Nuts portfolio offers delicious
flavours in a range of formats
and is nearly five times bigger
than the nearest branded
most of the Halloween gifting
opportunity. Fruit-tella’s
all-natural, vegan-friendly, fruit
juice-infused chews and Chupa
Chups’ array of fan-favourite
fruit flavours
Chupa Chups, the UK’s
leading lollipop brand, is diving
into the upside-down with its
latest collaboration. Teaming up
with one of Netflix’s top
streamed shows, Stranger
Things, the £18million brand
will unveil two brand new SKUs
ahead of Halloween and the final
instalment of the series.
Further adding the fun to the
whole Halloween season is
Bebeto and its biggest and
boldest Halloween range
yet with the addition of
four new products and
new look packaging.
Available now in key
retailers and wholesalers
including Spar and
Parfetts, the hauntingly
good new products
include Witches Cauldron
(130g bag), Mummies
Bandages (160g bag),
Witches Hair (160g bag)
and Spooky Mix Multi
Pack (375g - 15g x 25).
The new products sit
within Bebeto’s existing
Halloween range which
includes popular items
such as Super Sour Scary
Skulls, Gummy Brains,
Hallo-WIN!
Let Nicole Partridge, Senior
Brand Manager, Halloween at
Mondelez International,
introduce the hair-raising Halloween 2025
line-up:
Cadbury Treatsize Sharing Selection
Sour Patch Kids Strawberry and
Watermelon treatsize
Cadbury Dairy Milk Freddo & Friends
Cadbury Dairy Milk Freddo & Friends
Maynards Bassetts Black & White
Liquorice Mix
Maynards Bassetts Spooky Gums
OREO Spooky