Fun-size and sharing packs are the way to go for Halloween according to Mars, which says it had a 46% share of confectionery sales during the period last year.
The firm says three of the top five Halloween SKUs last year came from its chocolate range.
For this year it has developed a range especially for trick or treaters.
Leading the seasonal push, M&Ms will be available in a limited-edition pack with black, orange and green sweets inside.
Bep Dhaliwal, trade communications manager, Mars Chocolate UK said: “Halloween has been growing in popularity in the UK for a number of years, with a third of households now buying into the occasion, creating a retail opportunity that closely follows Christmas and Easter.
“The limited edition pack M&Ms are a fun way to join in the Halloween spirit.
“The brand has had great success in the past with limited-edition packs.”