Mondelēz unveils Halloween lineup amid steady growth

UK- Mondelēz International has unveiled its Halloween seasonal offering for 2025, a Cadbury Treatsize Sharing Selection, targeting the more than half of the UK population celebrating Halloween.

The treat size pack contains Cadbury Buttons, Cadbury Crunchie, Cadbury Twirl and Cadbury Freddo, offering the perfect variety for all trick or treaters. There’s also the return of the popular Cadbury Dairy Milk Freddo & Friends sharing pack, as well as a Cadbury Fudge treatsize pack.

“Halloween is an increasingly important sales opportunity for retailers. As Halloween grows in popularity, retailers have the great opportunity to stock up on treat-size best-sellers such as our Cadbury Treatsize Sharing Selection,” Nicole Partridge, senior brand manager, Halloween at Mondelēz International, said.

Sour Patch Kids has launched a new treat-size sharing pack, featuring Watermelon and Strawberry flavours. Sour Patch Kids is the fastest value-growing candy brand in the UK, and the new sharing pack taps into the popularity of treat-size products.

Maynards Bassetts, one of the most well-established candy brands in the market, looks to capture shopper attention with a playful Halloween-themed makeover. 

Maynards Bassetts Liquorice Allsorts and Wine Gums are getting a new look for the Halloween season, with Wine Gums renamed Spooky Gums and Liquorice Allsorts becoming Black & White Liquorice Mix.

OREO is also tapping into the season with the returning OREO Spooky, which saw incredible success in 2024 with its Halloween-inspired cookie embossing and orange coloured cream, retaining the same taste of OREO biscuits.

“Our seasonal products offer something for every Halloween occasion – whether that’s handing out Treatsize Cadbury Freddos to trick or treaters, hosting a party with Sour Patch Kids Strawberry & Watermelon or simply enjoying OREO Spooky at home. Our seasonal products offer consumers playful, spooky shapes and products to align with the fun spirit of Halloween,” Nicole added.

In 2024, Cadbury Treatsize Sharing Selection became the number one selling SKU during Halloween, and Mondelēz International is building on that momentum with new product inclusions for 2025.

Mondelez Halloween Launch Reflects Steady Growth

This 2025 lineup also follows a strong second-quarter performance, where net revenues rose 7.7% year-over-year, driven by organic growth as one of the contributors. 

However, adjusted operating income and adjusted EPS saw declines, reflecting ongoing input cost pressures and product mix challenges.

Still, the company returned $2.9 billion to shareholders in the first half of 2025 and raised its dividend, signaling confidence as it leverages seasonal opportunities like Halloween to maintain consumer engagement and retail momentum.

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