Party Rings unveils its first-ever Halloween packs
BISCUIT treats firm Fox’s Burton’s Companies (FBC) UK has unveiled a wicked new twist to its Party Rings brand with its new Trick or Treat Minis.
Available on shelves from mid-September, the new 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 which have been chosen to tie in with the Halloween season to delight, and fright, consumers.
The new biscuits come in a multipack format which contains 10 packs of the treat which FBC says makes it ideal for those shoppers who are anticipating guisers coming to the door or for hosting a spooky get-together.
Consumers can find the new Party Rings Trick or Treat Minis across Asda, Tesco and Sainsbury’s stores with an MRSP of £2.10 per pack.
In consumer testing, FBC said the product achieved an impressive 86% ‘overall liking’ score showcasing the launch as an ideal addition to the shelves for the Halloween season.
The NPD builds on the strong performance of the Party Rings range this year, as NIQ data found that the brand is now worth £14million with sales growing at 4% above the average for the year across bargain stores & hard discounters.
It also follows on from Party Rings Minis other launch from 2025 with Under the Sea Minis, which helped to reaffirm the brand’s position as a fun, playful biscuit for consumers.
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.”
