HALLOWEEN is the single biggest calender event for sugar confectionery, according to sweet manufacturer Swizzels.
It’s a particularly good time year for the family-owned firm, according to sales director Mark Walker, who said Swizzel’s share of sugar confectionery doubles at Halloween compared to the rest of year.
With that in mind, Swizzels has a range of Halloween-related products that it hopes will help the brand build on the 5% growth in total sugar sales that it saw last Halloween.
One of the most eye-catching products is the Trick or Sweet bag, containing a selection of Swizzels favourites including Double Lollies, Parma Violets, Refresher Bars, Love Hearts, and the Sour Apple Refreshers chew bar.
Mark Walker said that the Trick or Sweet bags are “great to share at parties”, and that the “spooky Halloween packaging design will grab the attention of shoppers as they browse.”
New for 2018, Swizzels has introduced a 420g Treat Time tub containing some of Swizzels best loved brands, which the firm hopes will allow it to further capitalise on the sharing occasion.
Walker said: “Six of the top 10 bestselling Halloween bags and tub lines are Swizzels’ brands, showing that a
strong offering of both bags and tubs is key to optimising Halloween sales.”
Walker also offered some suggestions for retailers on merchandising for the season.
“Instore displays are key to attracting the consumer to making that impulse purchase. Halloween confectionery lines should be displayed at the front of store and till point.
“Strong instore theatre and cross-category merchandising are key to a successful Halloween,” he said.
Swizzels will be supporting its Halloween range through its ‘Halloween Sorted’ campaign across its website and social platforms, including competitions, seasonal recipes and trick or treat tips.