Mondelēz creates spooky seasonal treats for key Halloween market
Global confectionery group Mondelēz International has unveiled a new autumn product campaign for the 2020 Halloween period with a series of suitably spooky treats geared around what has become one of its key annual trading periods.
As the business noted, the season has become a valuable earner for convenience retailers, with the company launching a number of individual and sharing sweets for what is traditionally a major party season in the US, and increasingly in the UK and other areas around the world.
According to Mondelēz , research shows more shoppers buy Halloween-themed confectionery than standard packs during this period, and 51% of incremental sales at Halloween come from the chocolate confectionery category. This year sees the return of the popular Cadbury Goo Heads, available in Creepy Skeleton, Pumpkin, Frankenstein, Dracula or Werewolf variants. The strikingly-packaged Cadbury Goo Heads are available individually or in a pack of five, offering value and convenience to customers.
Confectionery sales over the Halloween period in 2019 reached £48M, with candy being a key contributor of sales growth. Within the segment, chew products, which grew by 7.2% during last Halloween, is the third biggest format after mixes and jellies.
This year’s portfolio taps into this, with the return of Maynards Bassetts Dead Chewy, a great-tasting chew product. Each 162g bag contains individually wrapped chews in a variety of fruity flavours, making it the perfect fit to share and enjoy during a family Halloween party at home.
Cadbury Oreoooo will also return for Halloween 2020 in the form of 82g bag of Oreo Mini Filled Eggs, with striking Halloween branding designed for strong standout on shelf. The product is designed to further drive impulse purchase of sharing novelties in the Halloween segment, combining the nation’s favourite chocolate with the one of the world’s favourite biscuit brands.
In addition to these exciting products, Mondelēz International is also launching two new treatsize bags – Cadbury Family Treatsize and Freddo and Friends Treatsize, both including an assortment of Cadbury favourites to enjoy with family. Furthermore, a majority of consumers claim they look out for Cadbury when shopping for confectionery, so these launches are sure to be a hit with shoppers, with strong stand-out on shelf. They join the existing Treatsize portfolio, which includes Cadbury Crunchie Treatsize, Cadbury Dairy Milk Buttons Treatsize and Cadbury Fudge Treatsize, all offering an addition to parties at home.