Halloween is a major event for the bakery and snacks sectors, presenting a prime opportunity for brands to boost sales and engage consumers with spooky, themed treats. In 2023, Halloween-driven confectionery sales alone reached $6.4bn and that bottom line is expected to grow by 3-5% in 2024.
The event represents a key trading period, especially for candy and snacks, with 94% of US consumers celebrating by sharing sweet and savory treats. Many companies, including bakery brands, capitalize on this season to offer limited-edition products designed to capture attention and drive impulse buys.
For the bakery sector specifically, Halloween-themed baked goods, such as spooky cupcakes, cookies and donuts, have proven highly popular. This is also a time when brands experiment with bold flavors like pumpkin spice, apple and cinnamon, as well as interactive elements like DIY kits and customizable snacks, which appeal to both children and adults. Halloween continues to grow, not just as a celebration, but as a lucrative period for product launches.
Halloween donuts from Borough 22
Get into the seasonal spirit with Borough 22’s limited edition donut boxes.
Known as the UK’s most inclusive donut brand, Borough 22 offers indulgent treats that cater to a variety of dietary needs, including gluten-free, dairy-free, halal and kosher.
Each Halloween Box includes 2 x orange glazed rings with black sprinkles; 2 x black glazed rings with orange sprinkles; and 2 mummies decorated with white frosting.
Available until October 31 for an RRP of £34 (box of six).
Borough 22 is also celebrating autumn with the Pumpkin Spice Box – filled with fried donuts coated in pumpkin spice sugar, topped with cream cheese frosting and finished with a sprinkle of cinnamon. Available until January 31, 2025, for an RRP of £34 (box of six).
For London deliveries, fried doughnuts are delivered fresh on the same day and should ideally be eaten on the day of arrival, while for nationwide deliveries, donuts can be frozen, defrosted, and re-heated in an air fryer, the oven or the microwave.
All fried donuts contain gluten-free oats but can be made oat-free upon request.
Post Consumer Brands’ limited-edition cereals for the holiday season
With summer behind us and spooky season kicking off, Post is bringing back fan-favorite limited-edition cereals perfect for Halloween and the upcoming holidays.
Halloween Fruity PEBBLES: This spooky twist on the classic is back with vibrant orange and purple flakes that are sure to get you in the Halloween spirit. Enjoy the same fruity taste you love, now in a festive Halloween-themed box (RRP: $4.99 for 10zoz; $5.29 for 12oz).
Winterfest Fruity PEBBLES with Marshmallows: celebrate the season with red and green flakes, now featuring snowball-shaped marshmallows for an extra touch of winter magic. (RRP: $4.99 for 10z; $6.99 for 12oz box).
Frosted Honey Bunches of Oats: This seasonal favorite combines the comforting taste of frosted flakes with crunchy oats and a hint of honey (RRP: $3.39 for 11oz box).
Available select US retailers, including Walmart, Target and Kroger.
Snyder’s of Hanover puts a salty twist on Halloween
The US pretzel brand is making the holiday both sweet and salty with its latest marketing campaign. Launched on October 8 in partnership with Leo Burnett, the campaign cleverly mixes humor and folklore to promote pretzels as the perfect addition to Halloween snacking.
Introducing ‘Pretzelface’ – a quirky, misunderstood Halloween character who ‘reverse trick-or-treats’ by delivering pretzels – the campaign encourages consumers to ‘pretzelize’ their Halloween. Driven by a mix of premium OLV/CTV platforms, including Huluween sponsorship and social media, it leverages influencer marketing and creative storytelling – aiming to create a buzz around Pretzelface and making pretzels the unexpected Halloween treat this year.
“Snyder’s of Hanover is pretzel obsessed with every holiday, including Halloween,” said Justin Matijcio Hammitt, associate VP Pretzels, Campbell’s Snacks.
“It’s why we’re introducing a humorous take on Halloween folklore with ‘Pretzelface’ to show you just how delicious a sweet and salty Halloween can be.”
Available from retailers across the US.
Popcorn Shed unveils Toffee Apple Popcorn
There are no tricks, just treats this Halloween from Popcorn Shed, with the launch of Toffee Apple Gourmet Popcorn. Available in 80g packs (RRP £4.50), this gluten-free treat captures the essence of Halloween with its sweet and tangy toffee apple flavor, perfect for cosy horror movie marathons or trick-or-treating.
Not only does it taste wickedly delicious, but the orange and green popcorn adds a pop of color to match any Halloween decor, making it ideal for Halloween parties. For those looking for a quick, on-the-go option, Popcorn Shed also offers 16 x 24g Snack Packs (RRP £24), each under 120 calories – great for portion control and convenient snacking.
Popcorn Shed continues to push the boundaries with innovative and seasonal flavors and the Toffee Apple Popcorn is a fang-tastic addition to their growing range.
Available online and from Amazon.co.uk and specialty retailers, such as Debenhams and Harrods.
Hormel Ghost Reaper Chili with Beans: A fiery addition to bakery and snacks
Hormel’s Ghost Reaper Chili with Beans is back, combining two of the world’s hottest peppers, ghost and Carolina reaper, to deliver an intense 3-million-Scoville kick. The limited-edition chili offers endless opportunities for bold, spicy creations.
Try using it as a fiery filling for chili cheese bread or as a heat-packed topping for savory hand pies. The robust flavor and spice profile also make it a perfect base for loaded nachos, spicy empanadas or even as an unexpected ingredient in gourmet pretzel bites.
Or consider infusing the chilli into dips, combining it with cheese for a supercharged dip that pairs perfectly with chips, crackers or veggie sticks. This chili can be the star of any game-day snack spread, offering heat-seeking customers something unforgettable.
Each 15oz can has an RRP of just $2.98, offering an affordable way to experience extreme heat in every bite, and is available from select retailers across the US.
“When we say, ‘extreme heat,’ we mean it,” said Jason Hron, brand manager for Hormel chili.
“Our latest variety is full of flavor and is sure to add heat to your next snack-time spread.”
Popcorn Kitchen’s scary eyeballs
The UK gourmet popcorn brand is offering the ultimate spooky treat – the Scary Eyeballs Home Popping Kit. Perfect for family gatherings or a Big Night In, this kit ensures “pure popcorn happiness” with enough gourmet corn kernels, Belgian chocolate buttons and foil-wrapped milk chocolate eyeballs to create 14 servings of deliciously ghoulish snacks.
Retailers will want to stock up, as Halloween-themed treats are in high demand, taking up significant shelf space. Popcorn Kitchen’s Scary Eyeballs Kit is a prime choice for consumers seeking indulgent, freshly made snacks for sharing.
“Themed gifting is growing fast, and popcorn is the perfect hero ingredient for any home snacking feast,” said founder Louise Webb. Halloween is catching up to Christmas as a key gifting season, making this kit a seasonal must-have.
Available online for an RRP of £13.99.
Welch’s spooky fruit snacks
Welch’s is making the season even sweeter with the launch of its new Juicefuls Monster Splash and the return of its fan-favorite Halloween Fruit Snacks. Both varieties come in festive, Halloween-themed boxes with individually packed pouches, featuring fun shapes like skulls, ghosts, pumpkins, witches and haunted castles.
Welch’s Juicefuls Monster Splash takes the snacking experience up a notch with a juice-filled center, offering a ghoulishly delightful treat. As always, Welch’s Fruit Snacks are made with whole fruit as the main ingredient, ensuring a better-for-you trick-or-treater.
Available nationwide at major retailers like Walmart and Sam’s Club, starting at $5.99, Welch’s Juicefuls come in 0.5oz pouches in 16-count boxes, while Welch’s Halloween Fruit Snacks are offered in multiple box sizes, including up to 160-count for larger celebrations.
Tipiak’s French macarons
Tipiak’s newly improved French macarons are ready to add a touch of elegance and spookiness to Halloween celebrations this year.
With their vibrant colors and enhanced filling, these macarons are not only visually appealing but also packed with rich flavors, making them an ideal treat for themed events. Available frozen through UK distributor Central Foods, each box contains 36 pieces in six assorted flavors: caramel & sea salt, lemon, chocolate, raspberry, vanilla and pistachio.
The gluten-free delights – now larger and brighter with added natural coloring – are a great finish to an outlandish Halloween menu. Their crisp shells and soft centers offer a delightful contrast, and they can be decorated with Halloween motifs or served alongside themed desserts and drinks.
Whether used as a decoration for cakes, as part of a dessert spread or to accompany a hot beverage, Tipiak’s macarons offer food service operators a versatile option for seasonal celebrations. With easy thaw-and-serve convenience, they ensure that no Halloween gathering goes without a sweet and spooky touch.
“Macarons are the shining stars of pâtisserie,” said Marie-Emmanuelle Chessé, international development project manager for Tipiak.
“Visually appealing and tasting divine, they’ve become a huge hit on social media with around 10 million posts on Instagram alone. Our authentic Tipiak thaw and serve French macarons have been given a new recipe to make them even more attractive. They look stunning and are products that any food service operator would be proud to serve.”
Design next year’s Halloween shape cookies for Pillsbury
Pillsbury’s Pumpkin and Ghost Shape Cookies have returned for an extra special Halloween this year. These easy, no-mess cookies require no measuring or mixing – just place and bake for a delicious batch of cookies in minutes. Plus, they’re safe to eat raw for double the fun.
Available at retailers nationwide until the end of October for an RRP of 2/$7, these festive cookies are sure to be a hit.
This year, Pillsbury is also letting fans join in on the fun by submitting ideas for the next Halloween Shape Cookie design. Head to Pillsbury.com/opencall before September 30 to enter. The winning shape will debut in stores for Halloween 2025 and entrants could win a year’s supply of Pillsbury Shape Cookie dough.
Zbar launches Halloween Spooky Choco-Chip Minis
CLIF’s Zbar has expanded its line of organic, whole-grain energy bars for kids with the launch of Halloween Spooky Choco-Chip Minis.
The bite-sized versions of the popular Zbar offer the same delicious, soft-baked texture kids love, now in fun, Halloween-themed packaging.
Perfect for sharing at school parties, fall activities or as a healthier alternative for trick-or-treating, these Zbar Minis are packed with 4g of whole grains from organic oats and contain no artificial flavors, colors or preservatives. Available in a 20-count box for $9.99, they’re a tasty and nutritious treat for the Halloween season.
You can find the Zbar Halloween Spooky Choco-Chip Minis at major retailers nationwide or online at Amazon and Clifbar.com. Plus, enjoy 20% off from October 2-16 when you purchase online.
Baker & Baker launches the Halloween donut
The European bakery manufacturer has introduced a new Halloween donut to drive autumn sales. The limited-edition treats mark the third donut launch this year – following the heart donut and the Filly Strawberry donut – designed to capture the excitement of the spooky season.
It features a rich cocoa cream filling, coated with vibrant, orange-flavored icing and topped with Halloween-themed sugar decorations, including black bats. Free from artificial colors, flavors, preservatives or eggs, it’s also suitable for vegetarians.
“Halloween is a key trading period for bakeries, foodservice operators and retailers,” said Helen Sinclair, UK marketing manager for Baker & Baker.
“The new donut is designed to create a wow factor, drive people instore and encourage impulse purchases.”
The thaw-and-serve doughnuts have a two-day shelf life, making them a convenient option for retailers and foodservice providers.
