The total Halloween season is worth £1.2bn[1] – with the confectionery category taking up around 29 per cent[2] of that, it offers a spook-tacular opportunity to retailers, that’s all treats and no tricks.

Mondelēz International is the second largest confectionery player in the Halloween market[3], with a fang-tastic range that meets each Halloween occasion (self-treat, trick or treat, Halloween parties and big night in). Last year, Mondelēz had the UK’s number one[4] Halloween self-treat within its range, which sold 1.4m units[5] – while its trick or treat-size range was worth over £5m[6]. This year, Mondelēz is launching a new, exciting line of chocolate NPD, perfect for both the self-treat and trick or treat occasion.

During Halloween, customers are looking for fun and excitement – retailers should create a spooky-theatre with eye-catching and impactful POS, encouraging customers to be playful and driving impulse sales.

Spooky self-treats

Mondelēz has expanded its self-treat range this season to help drive impulse sales with exciting new products.

New for Halloween 2018 are Cadbury Goo Heads. Available in creepy skeleton, pumpkin, Frankenstein, Dracula or were-wolf variants. Each gruesome head is filled with gooey white fondant encased in a delicious Cadbury chocolate shell. 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. 

‘Scaring’ bags

The Halloween sharing occasion offers the biggest opportunity to retailers at Halloween – catering to those throwing Halloween parties, having a Halloween night in or stocking up for trick or treaters. Retailers should take advantage of this by placing sharing bags in hotspots across their store.

2018 NPD Good Heads, are also being joined by Cadbury Goo Head Minis, which include a selection of individually wrapped, mini skeleton, pumpkin, Frankenstein, Dracula or were-wolf heads filled with gooey fondant – ideal for sharing. Plus, 2017 NPD, Maynards Bassetts Creepy Chews, is returning for another season. Each chew is individually wrapped, with a devilishly delicious soft-filled centre in either orange or strawberry.

Top tricks for the season

  • Drive impulse sales with a range of exciting, new products that tap into the on-the-go occasion
  • Enjoy a longer season by spooking shoppers in early and stock a targeted range of best-sellers and new products from the start of October
  • Decorate your store and get staff to dress up, to excite customers

[1] Kantar 4 w/e 05 Nov 17

[2] Kantar 4 w/e 05 Nov 17

[3] IRI Total Market incl. Discounters. Data from 15th Oct – 5th Nov 2017

[4] IRI, Total market incl. discounters. 17 W/E 24.12.17

[5] IRI Total Market incl. Discounters. Data from 1st Oct to 5th Nov 2017

[6] IRI Total Market incl. Discounters. Data from 8th Oct – 5th Nov 2017

New product information:

Product name: Cadbury Goo Head

ATO: 31st July

Product weight: 40g

RRP**: £0.55

Case size: 48

Product name: Cadbury Goo Head Five-Pack

ATO: 31st July

Product weight: 200g

RRP**: £2.85

Case size: 28

Product name: Cadbury Goo Head Minis

ATO: 31st July

Product weight: 89g

RRP**: £1.49

Case size: 22

Product name: Maynards Bassetts Creepy Chews

ATO: 31st July

Product weight: 400g

RRP**: £ 2.51

Case size: 12

**Prices are recommended only. Retailers are free to set their own prices.

About Mondelēz International

Mondelēz International, Inc. (NASDAQ: MDLZ) is building the best snacking company in the world, with 2017 net revenues of approximately $26 billion. Creating more moments of joy in approximately 160 countries, Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, featuring global Power Brands such as Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index.

Visit or follow the company on Twitter at

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