Mondelez International has revealed new Maynards Bassetts’ Creepy Chews for Halloween.
The bag includes individually wrapped chew sweets with a ghoulishly good soft-filled centre in two flavours – orange and strawberry.
Total Halloween is now worth £470m, double the size it was a decade ago (IRI) and as confectionery is the largest category purchased during the occasion (British main grocery shoppers).
Mondelez International is a key player at Halloween with 25 per cent share (Kantar, Traditional Halloween 21/05/17) and has the UK’s number one Halloween self-eat and number three novelty (Nielsen IRI w/e 06.11.16) within its range. Its treatsize range is worth over £5m at Halloween.
Its 2016 NPD, Ghooost Egg help drive £600,000 of impulse sales to the category during the season.
Cadbury Crunchy Spider, featuring Cadbury chocolate filled with green crispy bites, is the third most popular SKU at Halloween, worth £400,000 (Nielsen IRI w/e 06/11/16).