Mondelez International unveils Halloween line-up

Mondelez International has unveiled its line-up for Halloween 2025.

With more than half of the UK population celebrating Halloween (Nielsen), it’s a key time for whollesalers and retailers to maximise their chocolate and confectionery sales.

In 2024 Cadbury Treatsize Sharing Selection became the No.1 selling SKU during Halloween (NIQ), and this year Mondelez International is building on that momentum with new product inclusions.

The Cadbury Treatsize Sharing Selection pack contains consumers’ favourite Cadbury products, including Cadbury Buttons, Cadbury Crunchie, Cadbury Twirl and Cadbury Freddo, offering variety for trick or treaters. There’s also the return of the popular Cadbury Dairy Milk Freddo & Friends sharing pack, as well as a Cadbury Fudge treatsize pack.

The company has also introduced a new Sour Patch Kids treatsize sharing pack, featuring Watermelon and Strawberry flavours. Sour Patch Kids is the fastest value growing candy brand in the UK (Nielsen).

In addition, Maynards Bassetts Liquorice Allsorts and Wine Gums are getting a new look for Halloween, with Wine Gums renamed Spooky Gums and Liquorice Allsorts becoming Black & White Liquorice Mix.

OREO, the world’s favourite biscuit brand (Euromonitor), is also tapping into the fun of Halloween with the return of OREO Spooky. This product – with its Halloween-inspired cookie embossing and orange coloured cream – saw ‘incredible success’ in 2024.

Nicole Partridge, senior brand manager, Halloween, at Mondelez International, says: “Halloween is an increasingly important sales opportunity for retailers. As Halloween grows in popularity, retailers have the great opportunity to stock up on treatsize best-sellers such as our Cadbury Treatsize Sharing Selection.

“Our seasonal products offer something for every Halloween occasion – whether that’s handing out Treatsize Cadbury Freddos to trick or treaters, hosting a party with Sour Patch Kids Strawberry & Watermelon or simply enjoying OREO Spooky at home. Our seasonal products offer consumers playful, spooky shapes and products to align with the fun spirit of Halloween.”