Amid a significant surge in social media usage for product releases, Mars is hoping for spooky season success in debuting shoppable instagram content for its Halloween portfolio, reports Neill Barston.

As this year’s State of the Industry Conference and subsequent Sweets & Snacks Expo revealed, younger demographics of consumers are reaching for the likes of TikTok and other key platforms to gain their inspiration for what’s on their favourite range lists.

According to sector research backed by Circana, at least a third of product launches are now actively pushed on social media platforms – which remain a core focal point for the target audience of many confectionery consumers, eager to make new snacking and treat discoveries.

This has been evidenced by an increasing presence of social media influencers at many trade shows, who have honed in on the numerous product launches that are put out there by major brands each year – with Mars being no exception to that.

This Halloween Mars has pulled out the stops including products such as its Snickers Pumpkins, Twix Skull, Twix and Snickers Ghoulish Green, Skittles Shriekers (pictured below), Skittles Pop’d Creepy Crunch, M&M’S Halloween Blends and M&M’S Milk Chocolate Pumpkin Pie will all be featured alongside spooky snack options, like Pringles Original Spooktacular Snack Cups, Cheez-It Original, and Rice Krispies Treats Spooky Minis and Pop-Tarts Frosted Pumpkin Pie.

pic: Mars

Indeed, as Confectionery Production has previously covered, Halloween is increasingly seen as one of the most significant candy and confectionery moments in the year, and a multi-billion merchandising opportunity in the US, UK and many other territories.

As Mars confirmed, its  shoppable Instagram posts features products across Mars snacking, food and pet portfolios, including favorites from brands like M&M’S, Snickers, Pringles, and other categories, and even treats for pets.

People can gather seasonal inspiration, tap tags to explore featured products, and purchase products directly from retail, which the business believes will have a notable impact.

“Whether you’re hosting friends and family or picking out treats for pets, there’s a lot that goes into Halloween,” said Tim LeBel, Chief Halloween Officer and Chief Customer Officer, Mars Snacking North America – a division of Mars, incorporated. “Our first-ever Mars Halloween shoppable Instagram content brings seasonal favorites together in one place, helping consumers spend less time searching and more time celebrating.”

As the company noted, it has aimed to have every occasion covered, from ‘boo baskets’ through to Halloween parties and trick or treating occasions, which remain a significant area of focus for the business.