As Halloween fast approaches, a variety of brands are launching new products for the event.
Halloween is a valuable opportunity for retailers – in 2022, just under half (47%) of all consumers took part in the event in some form.
The total chocolate category was worth a significant £20 million during the season, while biscuits were worth £15 million.
Premier Foods global marketing director of sweet treats Naomi Shooman says: “Last year, the Halloween category grew by 5.7% with the total category spend for Halloween cake reaching £7.6m – of which £3.2m was accounted for by Premier Foods.”
Shooman adds that Halloween cake grew 11.7% in value sales last year against the previous year.
“Even in the midst of the current economic hardship, people are continuing to find opportunities to celebrate with loved ones. Halloween is no different and we anticipate that shoppers will be on the look-out for festive sweet treats to celebrate the occasion with parties or trick or treating,” she says.
We round up some of the spooky sweets and Halloween treats available this season.
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Iceland Halloween Cookies & Scream cheesecake and Ice Cream pumpkins
Iceland is launching a selection of brand new treats this year, such as the Halloween Cookies & Scream Cheesecake, priced at £5 or £3.33 in 3 for £10 deal running from 10 October.
The frozen food retailer is also rolling out its Halloween Ice Cream Pumpkins, priced at £2.50 or £1.67 in 3 for £5 deal.
It comes as part of Iceland’s ‘Value’ween’ initiative, ensuring good value for customers this spooky season.
Swizzels Monster Treats and Trick or Treat Lolly Mix
Buoyed by the popularity of Halloween, Swizzels has grown their portfolio of products with its ‘Trick or Treat’ Lolly Mix launching as a vegan Halloween-themed lolly bag, containing a mix of different flavoured Drumstick, Fruity Pops and Double Lollies.
Expanding its vegan range has been a key theme for Swizzels which is also offering a vegan variety pack of Scrumptious Sweets, Luscious Lollies and Curious Chews.
Mr Kipling Chocolate and Orange slices
Premier Foods is widening its Halloween sweet treats offers with its new Mr Kipling Chocolate and Orange Slices, priced at £2.
The icing is in a spider web style design on each slice, specifically for Halloween, and comes individually wrapped – perfect for trick or treating as well as lunchboxes, according to Noami Shooman.
The product has high purchase intent, with 66% of consumers want to try new flavours at seasonal times within familiar formats.
Morrisons Pumpkin Flooded Cupcakes and Halloween biscuits
This Halloween, Morrisons is launching a selection of new spooky-themed treats – with prices starting from 99p.
The retailer’s pumpkin Flooded Cupcakes are bright orange pumpkin cakes that sell a pack of two for £1.45.
Secondly, customers can choose perky pumpkin or scary skull-shaped biscuits for just 99p.
