TREATSIZES and individual-serving-sized lines, which the firm calls “self-eats”, are being prioritised in Mondelez International’s Halloween push.
“Seasonal self-eats are a great way to get customers excited about Halloween and retailers should focus on bestsellers to drive impulse purchases,” said the firm.
It added that Cadbury Screme Egg and Cadbury Crunchy Spider were last year’s number one and two SKUs in the sub-category according Nielson, together making up a 53% value share of Halloween “self-eats”.
Mondelez also quotes Nielsen figures that show its “candy treatsize” lines, such as gums and jellies, were worth £8.5m and growing by 6.8% last year at Halloween.
And launched in time for the trick-or-treat rush, the firm’s new Discovery Patch range includes fruit flavour jelly and foam sweets in four themed varieties: Animals, Body Bits, Myths & Monsters and a multipack of treat-sized Discovery Patch Mini Creatures.
The spokesperson said: “In candy treatsize, Halloween is a great time to make the most of manufacturer innovation like Maynards Discovery Patch Mini Creatures – a multipack of 21 mini bags featuring lots of fun shapes to discover, each with amazing definition, bright colours, delicious fruity flavours and a mixture of jelly and foamy textures to delight the senses.
“Every pack features fun facts and quizzes to spark children’s imagination.”
The firm also has sharing-sized lines including Maynards Spooky Treats and Sour Tricks, themed jellies in a 145g pack.
Mondelez has also refreshed its established treat-size range to look more consistent on shelf, with the same dimensions for all outers and bags and bag counts aligned at 12, 20 and 40.
The range features what Mondelez calls “Cadbury power brands”: Dairy Milk Buttons, Crunchie and Twirl.
Variety packs will be branded as Cadbury Heroes, “bringing together top brands under a name that customers know and trust,” it says. Nielsen measures Cadbury Heroes as worth £48m.