Mondelēz makes early move to drive ‘spooky season’ confectionery success

While the spooky season may well be some time away yet, Mondelēz International is keen to help stores prepare for the key retail period including unveiling new mini Oreo series, reports Neill Barston.

Last year’s ghoulish confectionery celebrations were muted in many markets around the world due to the coronavirus pandemic restricting many activities around the world.

Despite the challenges lockdown brought to last year’s Halloween season, Mondelez  confirmed that it in fact grew its market share, with the occasion proving itself a valuable season for convenience retailers. As we move closer to normality, it is important retailers take advantage of the full return of the season this year and create some excitement for their shoppers.

Over Halloween, shoppers will look to embrace returning to the rituals missed during last year’s spooky season, such as buying products for trick or treating or for hosting a family Halloween party. Retailers should stock up on the MDLZ range, including self-eat and sharing products across confectionery and biscuits, to tap into these occasions, offering products for consumers to enjoy independently or to share.

New to this season are Mini OREO Spooky Bags – which are larger packs filled with eight treatsize bags containing Mini OREO, the world’s number one cookie.

The pack-size means the product is great for both Trick or Treating and Halloween parties too. As well as this, Spooky OREO Rollpack will be available nationwide, which has OREO’s tasty sandwich biscuit filled with a creamy vanilla flavour centre, combined with a spooky Halloween design. Cadbury Skeleton Fingers are also making a return, adding a seasonal touch to a Cadbury’s classic.

Confectionery will be the must-have category of Halloween 20213, with this year seeing 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 (40g), in a pack of five – which was the number one traditional Halloween SKU of 20204 – or in a 78g bag of Mini Goo Heads, offering value and convenience to customers.

Cadbury Oreoooo will also return for Halloween 2021 in the form of a 72g bag of Oreo Mini Filled Eggs, with Halloween branding designed for strong standout on shelf. The product will help retailers to drive impulse purchases of sharing novelties in the Halloween segment, combining the nation’s favourite chocolate with the one of the world’s favourite biscuit brands.

As well as this and new for the season, both Cadbury Oreooo and Cadbury Goo Heads bags will be available with cupboard clip strips for retailers, which are 100% recyclable, increasing the opportunity for purchases throughout a store.

In addition to these exciting products, Mondelēz International Cadbury Treatsize bags are available. The full portfolio includes Cadbury Family Treatsize – which was the number one chocolate treatsize bag last season6 – and Freddo and Friends Treatsize, which both comprise an assortment of Cadbury favourites, perfect for Trick or Treaters. Cadbury Crunchie Treatsize, Cadbury Dairy Milk Buttons Treatsize and Cadbury Fudge Treatsize all offer a great addition to Halloween parties at home from much-loved members of the Cadbury portfolio.

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