Perfetti Van Melle is investing £1m in Halloween marketing campaigns for two of its leading brands - Fruittella and Chupa Chups.

Chupa Chups is celebrating the spooky season with the launch of #Chupalloween – a series of content from high profile Tik-Tok stars, and its own branded filter complete with ghoulish effects aimed at the teenage market.

To drive further seasonal growth in 2022, Fruittella is targeting parents with a category-first interactive consumer Alexa game. Titled the Alexa Halloween Hotel, families can enjoy a daily countdown of audio content up until 31 October.

According to Perfetti Van Melle, 2021 was a stellar year for Halloween, and is becoming one of the most important impulse sales periods within the channel. Sugar confectionery saw an incremental spend uplift of +£16.2m, contributing to an overall uplift of £66.5m overall. Perfetti Van Melle advises store owners to stock a wide range of wrapped sweets, larger bags, and different formats, as a huge 86% of shoppers (KAM Media Convenience Retailer Survey, July 2022) prefer wrapped sweets and chocolates at Halloween while sharing bags alone now account for 67% of the total market and should be a key consideration (IRI Sugar Confectionery, Value Sales, 52 w/e 16/08/22, All outlets).