Party Rings debuts spooky new shapes with Halloween ‘Trick or Treat Minis’

Fox’s Burton’s Companies (FBC) is bringing a wicked twist to its beloved Party Rings brand with the launch of Party Rings ‘Trick or Treat’ Minis, the first-ever Halloween edition in the brand. 

Landing just in time for Halloween, Trick or Treat Minis feature bite-sized biscuits in fun Halloween-inspired shapes, including bats, cats, and pumpkins. Each biscuit is topped with vibrant, seasonal icing colours created especially to delight (and fright!) during Halloween festivities.

Available in a ten-pack of mini bags, the format is ideal for those expecting trick-or-treaters or hosting a spooky get together. In consumer testing, the product achieved an impressive 86% ‘overall liking’ score, which is significantly higher than the 70% average in the Sweet Biscuit category, highlighting its strong appeal ahead of launch. [1]

The NPD builds on the strong performance of the Party Rings’ Minis range, which is now worth £14m,  growing at +4% vs year average and outperforming the overall mini’s segment [2]. It also follows the success of ‘Under the Sea Minis’, a recent sea-themed innovation that introduced new shapes to the portfolio for the first time earlier this year.

David Hebson, Trade Marketing Director at FBC, said: “We’re thrilled to bring a seasonal twist to the much-loved Party Rings Minis with our new ‘Trick or Treat’ edition. Following the fantastic response to our ‘Under the Sea’ Minis earlier this year, this latest launch continues our journey of playful innovation during a year of packaging refreshes now live in stores. Halloween is a huge seasonal moment traditionally dominated by confectionery, and we’re excited to bring one of the UK’s most iconic biscuit brands into seasonal aisles.”

“It also reflects our wider brand momentum — with exciting product development, refreshed packaging, and major marketing support helping us connect with new and loyal consumers alike.”

The ten-pack of mini bags (10 x 21g per bag) are available at Asda, Tesco, Sainsburys, as well as multiple discounters from mid-September for MRSP £2.10.

1.            Toluna / Party Rings Concept Screen 2024