Halloween Rollouts for 2020

Trick or Treat

Halloween preparation is moving ahead cautiously but optimistically for confection suppliers across the United States.

The National Confectioners Association (NCA), Washington, D.C., found that while Halloween will appear different from previous years, 90% of millennial moms and young parents can't imagine a Halloween without both chocolate and candy, while 74% say Halloween is more important than ever this year.

Throughout the month of October, Parsippany, N.J.-based Ferrero USA Inc., maker of Nutella, Tic Tac, Kinder Joy and other brands, is launching a campaign to allow consumers to share 31 days of creative ways to make the most of the season.

“This year, we expect treats to play an even bigger role in the memorable moments of Halloween for families and friends as they enjoy the traditions and excitement of the holiday all month long,” said Mark Wakefield, senior vice president of marketing at Ferrero USA.

Read on for a look at several Halloween 2020 product launches.

Photograph: Shutterstock

Hilco USA

hilco koolaid ghoulaid popping candy

Hilco USA and Kraft Heinz have teamed up to create Kool-Aid Ghoul-Aid Popping Candy in three-count peg bags and 40-count laydown bags. Each peg bag contains three pouches of Kool-Aid-branded popping candy in a Scary Berry flavor. A 0.72-ounce package is available for an SRP range of $1.29 to $1.49. Kool-Aid 40-count Popping Candy comes in triangle packs and is available in Tropical Punch, Cherry and Grape flavors. A 4.23-ounce package is available for an SRP range of $2.79 to $2.99.

Photograph courtesy of Hilco USA

See’s Candies

sees trick or treat candy

See’s Candies unveiled two individually wrapped offerings in Sour Jelly Beans Trick-or-Treat Pack and Milk Molasses Chip Trick-or-Treat Minis. Sour Jelly Beans Trick-or-Treat Pack have a mix of Sour Tangerine, Sour Grape and Sour Apple flavors. A large pack comes with 45 individual bags (0.28 ounce per bag). Milk Molasses Chip Trick-or-Treat Minis are molasses honeycomb wafers covered in milk chocolate. Each box comes with 45 individually pieces wrapped in black and white film for Halloween.

Photograph courtesy of See’s Candies


candyrific halloween 2020

Candyrific LLC debuted several new packaged designed for Halloween fun. They include Day of the Dead Halloween Expression Fans, Ghostbusters Light & Sound Wands, Scooby-Doo Flashlights and M&M’s Tube Fans and Flashlights. Each item has an SRP of $4.99. The Day of the Dead, Ghostbusters and Scooby-Doo items come with 0.53 ounces of assorted fruit flavored dextrose candies, and the M&M’s products come with 0.46 ounces of the popular chocolate candies.

Photograph courtesy of Candyrific

Mars Inc.

mars treat town

Mars Wrigley North America launched Treat Town, an app-based digital experience for families to virtually trick or treat for real candy. The virtual portal launches on Oct. 1 and offers Halloween revelers the ability to create personalized avatars, customized Halloween decorations for an “in-app door” and have the ability to knock on the doors of friends and family across the country. Brands involved include M&M’s, Snickers, Twix and Skittles. “Treat Town Halloween demonstrates how we’re reinventing our business to bring better moments and more smiles to consumers,” said Anton Vincent, president of Mars Wrigley North America. “Our team pivoted quickly to save the traditions and celebrations of Halloween.”

Photograph courtesy of Mars Inc.


hershey fangs

Hershey launched several brand extensions across its portfolio, include:

  • Reese’s Franken-Cups (SRP $3.89) feature milk chocolate and a peanut butter center paired with a “franken-green” creme. They are available in snack, standard and king-size bars.
  • Kit Kat Witch’s Brew (SRP $3.89) is loaded with marshmallow flavor, with wafers featuring a green creme for a unique flavor experience.
  • Hershey’s Kisses Vampire chocolates (SRP $3.79) combine Hershey’s milk chocolate and bright red, strawberry-flavored creme.
  • Hershey’s Cookies ‘N’ Crème Fangs (SRP $3.89) are snack-size, with each featuring a vampire look for some additional flare.

Photograph courtesy of Hershey Co.