The F&B industry is celebrating Halloween with seasonal, flavorful releases to urge consumers to enjoy the holiday, despite the looming COVID-19 threat. Major brands are reimagining flavors, giving them a “spooky” twist while others position themselves as a “healthy treat.”

Halloween celebrations are in full swing, albeit with a new approach to them, due to some lockdown and quarantine-related restrictions, safety is highlighted, and the virtual route is a strong option. 

The US Centers for Disease Control and Prevention (CDC) has pegged trick-or-treating as a high-risk activity, yet, even during the pandemic, 57 percent of US adults still plan to hand out candy. 

Candy sales up
Research from the National Confectioners Association (NCA) showed that 80 percent of people believe that they will find creative and safe ways to celebrate the Halloween season. 

In fact, the NCA recently released data that shows that Halloween chocolate and candy sales are up this year. 

For the latest four weeks ending September six versus the same period in 2019, total Halloween chocolate and confectionery sales are up 13 percent. This growth is driven by Halloween chocolate, which is up 25.3 percent, the NCA found.

In the same space, Mars Wrigley’s Snickers brand was crowned the king of Halloween candy by beating 15 other candy brands in a US network morning show’s annual candy showdown. More than 20,000 people voted in the final face-off with one last competitor, wher Snickers received 52 percent of the vote.

Moreover, 66 percent of respondents said they would trick-or-treat this year, whether handing out the candy or going out with their children.

The NCA also says that about 80 percent of parents indicate they have taken candy from their children after a night of trick-or-treating. The same poll found 31 percent of all adults have plans to “stash” some of their favorite candy away for themselves.

Healthy Halloween treats
Sweets may be a flavorful option, however, consumers are concerned about the “health” aspect of the indulgent holiday. Better-for-you positionings provide a solution to this concern. 

Crispy Fruit snacks is providing a healthy treat option for children. Crispy Fruit is 100 percent pure fruit, packaged in a single-serving pouch, with no added sugars, preservatives or artificial colors that can be found in many traditional Halloween treats. 

Sun-Maid is also offering new, better-for-you snacks to enjoy or hand out. The brand revealed a whole new alternative to chocolate peanut butter cups – raisins made covered in peanut butter flavor for its yogurt-covered raisin treats – in both Chocolate and Peanut Butter Yogurt as well as PB&J flavor mashups. 

For those looking for a festive addition to a treat bag or bowl – Sun-Maid is also releasing limited edition glow-in-the-dark packaging for its Sour Raisin Snacks in a variety of flavors and yogurt covered raisins.

Undercover Snacks, a manufacturer of better-for-you chocolate snacks, launched its first official seasonal flavor, Dark Chocolate + Pumpkin Spice. Pumpkin spice lovers can enjoy this fall flavor for a limited time and the brand’s take on this familiar taste in a lower sugar and calorie snack makes it the ideal Halloween treat for pumpkin spice fanatics. 

Spook-tastic NPD
The Halloween fun aspect is also a major driver for brands to reimagine the flavors and the packaging of their offerings. Hershey introduced Reese’s Franken-Cups, Kit Kat Witch’s Brew, Hershey’s Kisses Vampire chocolates and Hershey’s cookies’ N’ Crème Fangs. 

Hershey incorporated new features and flavors into its Halloween treats this year, including green crème into Reese’s Peanut Butter Cups, crunchy, marshmallow-y concoctions into Kit Kats, red strawberry-flavored crème into Hershey’s Kisses and a fang shape to Hershey’s cookies’ N’ Crème. 

Hershey is also bringing back many fan-favorites for the season, including Reese’s Peanut Butter Pumpkins, Kit Kat Pumpkin Pie Miniatures, Glow-In-The-Dark Assortment, Hershey’s Kisses Monster milk chocolates and more.

Freeform is joining forces with Carvel to offer “Hocus Pocus Shake” for fans of the namesake movie. The treat is a vanilla soft-serve mixed with Oreo cookie pieces, topped with whipped cream and Halloween sprinkles, served in a 31 Nights of Halloween X Hocus Pocus limited edition cup.

Pillsbury Baking introduces three new products that finally make slime as delicious to eat as it is fun to play with, the company says. The launch features Funfetti Slime Frosting, Funfetti Slime Cake Mix and Funfetti Slime Brownie Mix. 

Funfetti Slime Cake Mix is a chocolate cake mix – the first-ever in Funfett’s seasonal line – and includes green, purple, orange and white candy bits.

Sheetz, a Mid-Atlantic restaurant and convenience chain, provides its customers with the opportunity to purchase three Halloween-themed drinks from its special menu. 

The featured drinks include the “Dracuccino,” a frozen cappuccino mixed with chocolate and Oreos; “Sour Applez,” a blue sour lemonade mixed with caramel and apple; and “Monster Mash,” a candy shake mixed with peanut butter sauce, salted caramel, brownie bites and Reese’s peanut butter cups.

Premier Foods also expanded its Roald Dahl partnership nationally this Halloween, with two limited-edition products. Grand High Witch’s Chocolate + Vanilla Slices and Formula 86 Chocolate Tarts are inspired by Roald Dahl’s ‘The Witches’ story. The launch is joined by returning favorites from Mr Kipling’s seasonal Halloween range, including Terrifying Toffee Whirls, Fiendish Fancies and Spooktacular Angel Slices.