Mondelēz to Give Shoppers a Fright this Halloween with Range of Spook-Tacular New Launches

Cadbury Goo Head Minis Bag 89g Cadbury Oreooo Halloween Pack Maynards Bassetts Dead Chewy Maynards Bassetts Soft Jellies Scary Safari

Halloween is the second biggest season for candy after Christmas, so it is crucial for retailers to take full advantage and create excitement in store. Mondelēz International is kicking off the 2019 season with three new launches across its candy and chocolate portfolios.

The opportunity for retailers at Halloween is big and growing, and over the past two years candy has been the biggest driver of sales growth during the spookiest of seasons. In 2018, confectionery sales over the Halloween period reached £35M , up 1.3% year-on-year. Within this, candy was worth £30M , growing 4.7% year-on-year.

Over Halloween, shoppers are looking to buy products for trick-or-treaters, or for hosting their own Halloween parties. 52% of consumers say that they buy gifts for trick-or-treaters, while 40% of consumers say that they will be hosting some form of party or gathering.

These two opportunities helped drive sales of sharing bags (worth £5.8M in 2018, up 11.8% year-on-year ) and ‘bag of bags’ products (up 13.2% year-on-year in 2018, with sales of £8.1M ).

Maynards Bassetts is catering for these occasions with two new products for the 2019 season. Maynards Bassetts Soft Jellies Scary Safari is a ‘bag of bags’ product that contains 17 x 16.7g mini bags, making it the perfect fit for trick or treating. Each bag contains a variety of soft jelly sweets in fun animal shapes, in a variety of fruity flavours. The Maynards Bassetts Soft Jellies range is currently worth £2.6M and these new bags tap into the growing trend for permissibility in confectionery products, with each mini bag containing only 54 calories.

Maynards Bassetts Dead Chewy is a great-tasting chew product. Each 162g bag contains individually wrapped chews, in a variety of fruity flavours. They tap into the growing desire for chews at Halloween – sales of which grew 26.8% in 2018.

In addition to these two exciting new products, Mondelēz International is also launching a new Oreo product developed specifically for the Halloween season.

Cadbury Oreoooo is a 256g bag of Oreo Mini Filled Eggs, with spooky Halloween branding. Available in cases of 12, the individually-wrapped products are perfect for sharing and for trick or treating.

Self-treats

The Mondelēz self-treat range will include Cadbury Goo Heads, available in creepy skeleton, pumpkin, Frankenstein, Dracula or were-wolf variants. Available individually or in a pack of five, offering value and convenience to customers – making the product great for on the go and for Halloween parties too.

Sharing bags

2018 NPD Goo Heads drove Halloween novelty growth in 2018, helping the Cadbury novelties range grow by 36% year-on-year. This year they are also being joined by Cadbury Goo Head Minis, which include a selection of individually wrapped, mini skeleton, pumpkin, Frankenstein, Dracula or werewolf heads filled with gooey fondant – ideal for sharing.

  • Drive sales by focusing on products that help shoppers cater for the trick-or-treat or party/gathering opportunity
  • Enjoy a longer season by stocking a targeted range of best-sellers and new products from the start of October
  • Decorate your store and get staff to dress up to get customers excited about the season

Dave

1Nielsen Scantrack Total Coverage Halloween Confectionery, 2018 vs. 2017 vs. 2016, 9w/e 03.11.18
2Nielsen Scantrack Total Coverage Halloween Confectionery, 2018 vs. 2017 vs. 2016, 9w/e 03.11.18
3Nielsen Scantrack Total Coverage Halloween Confectionery, 2018 vs. 2017 vs. 2016, 9w/e 03.11.18
4Nielsen Scantrack Total Coverage Halloween Confectionery, 2018 vs. 2017 vs. 2016, 9w/e 03.11.18
5Nielsen Scantrack data to 9 WE 04.11.17 - Kantar Worldpanel - Take Home – 9 w/e 5th Nov 2017
6Nielsen Scantrack data to 9 WE 04.11.17 - Kantar Worldpanel - Take Home – 9 w/e 5th Nov 2017
7Nielsen Scantrack Total Coverage 9 w/e 03.11.18
8Nielsen Scantrack Total Coverage 9 w/e 03.11.18
9Nielsen, Candy technology database, sales value MAT, WE 18.05.19
10Nielsen Scantrack Total Coverage 9 w/e 03.11.18