Ferrero’s key Kinder brand has embraced the spooky Halloween spirit in launching its first seasonal pack, as fresh research reveals 62% of UK adults plan to mark the season with confectionery, writes Neill Barston.

As our title has covered, the business has continued to invest in uprating its portfolio in recent months, with key launches at this year’s Sweets & Snacks Expo including a much-celebrated return for the Wonka series.

The much-anticipated series including Magic Hat Chocolate Pralines (£7.65 RRP), Oompa Loompa Hollow Figurines (£4.50 RRP), Purplypurple Milk Chocolate Bar (£3.75 RRP), Oompa Loompa Gummies (£2.30 RRP), Magic Garden Ropes (£2.30 RRP of chocolate.

For its part, Kinder Chocolate Mini bags are now available at £3.65 RRP, which comes as new studies find there has been a growing cultural shift in the UK, with ‘Adultoween’ on the rise, adults are now more eager than ever to get involved in Halloween.

The findings revealed that over half (57%) of UK adults believe Halloween is just as much for adults as it is for children, with 46% celebrating more now than they did as kids. Adults are also getting involved in the Halloween celebrations, with 50% believing there should be no age limit for trick or treating – which has also been mirrored with consumer patterns in the US, with Ferrero unveiling a key campaign earlier this month.

As for Britain, more than a third (36%) of UK adults ranked Halloween as their favourite holiday, with the younger generations leading the charge. The figure climbs to more than half for Gen Z (55%) and Millennials (56%), compared to 28% of Gen X and just 10% of Boomers, a sign that Halloween is one that will continue.

Additionally, 62% of UK adults plan to buy chocolate or sweets regardless of trick-or-treaters, and when it comes to buying for themselves, quality wins out, with 56% preferring premium chocolates. Adults looking to get in the mood for fright night can treat themselves and their loved ones to the Ferrero Collection Experience (£8 RRP), a new 20-piece boxed assortment, featuring a selection of premium chocolate specialities. With four flavours spanning Cappuccino, Cocoa, Hazelnut and Salted Caramel, Ferrero Collection Experience is a delicious treat that’s too good to give away.

Paolo Cantini Cortellezzi, Head of UK and Ireland Marketing at Ferrero said “Halloween is one of our favourite moments at Ferrero, and it’s clear we’re not the only ones. Whether it’s a themed party with friends, a horror movie marathon on the sofa or getting the treats ready for trick or treaters knocking at your door, there are plenty of ways for adults to embrace the Halloween spirit.

“At Ferrero, we’re all about making moments more joyful, and our range has something for every kind of spooky celebration, from our new Kinder Chocolate Mini Halloween Bag for the trick or treaters at the door to our new Wonka range for when it’s your turn to enjoy a magical treat.”