Halloween 2017

Take a bite out of Halloween 2017 with a collection of innovative new items and returning seasonal favorites from Mars Wrigley Confectionery. Halloween is more than one day. Consumers are celebrating throughout the season with more and more usage occasions including Back-to-School, Decorating and Treating, Baking, Parties, Booing and Trick-or-Treating. With so much excitement, Mars Wrigley Confectionery’s brands – M&M’S®, SNICKERS®, MILKY WAY®, TWIX®, SKITTLES®, DOVE®, 3 MUSKETEERS® and MALTESERS®– are dressed up and ready to wow consumers with new flavors, new variety bag mixes and eye-catching graphics and displays.


Seasonal Trends

  • Throughout the fall season and Halloween, consumer participation is high among several usage occasions: 71 percent participate in Trick-or-Treating, 62 percent participate in Decorating & Treating, 51 percent participate in Halloween parties and 16 percent participate in purchasing treats for self.1
  • 95 percent of Halloween shoppers purchase chocolate candy, and of the more than $2 billion spent on candy during Halloween, more than $1 billion was spent on chocolate.1
  • 72 percent of consumers say that chocolate is their favorite Halloween treat.2
  • Trick-or-Treating accounted for 77 percent of the season’s dollar sales.3
  • Halloween parties are the fastest-growing usage occasion with 51 percent of consumers attending or hosting a Halloween party.1
  • Some 44 percent of total shoppers purchase items for Halloween cooking and baking, and 47 million use Halloween candy for baking.1
  • Mars Wrigley Confectionery has 5 brands in the top 10 that account for 35.7% of Halloween chocolate dollar sales.3 Mars Wrigley Confectionery boasts three of the top five best-selling items during Halloween.3
  • In 2015, Mars Chocolate shapes outpaced the category and competitors with significant sales growth.3
  • TWIX® is the #1 brand for families with older kids (13-17).3
  • 83 percent of consumers feel variety bags make shopping easier, and variety bags are a top growth driver.3 In support, Mars Wrigley Confectionery has added four new offerings for 2017.
  • For the past several years, consumers have continued to shift to larger packages of confections, driving a +6.2 percent increase in sales of XXL bags. Mars Wrigley Confectionery remains the #1 producer of XXL bags, outpacing the category and competitors.3
  • The sales of XL and XXL bags combined account for 42.6 percent of Trick-or-Treating sales.3

Displays and Graphics

Mars Wrigley Confectionery makes Halloween and the fall season frightfully fun with redesigned graphics and packaging that improve aesthetic appeal and increase purchase intent. Each season Mars Wrigley Confectionery delivers a new array of eye-catching displays and product packaging and sizes in seasonally relevant colors.



Mars Wrigley Confectionery casts a spell on Halloween sales and gets shoppers excited about the season with a dedicated 360° marketing campaign across all brands. Highlights include dedicated television advertising; full-page print ads in leading national publications; digital, PR and social media with ads on high-traffic sites; impactful displays and more POS/POP tools available for retailers in 2017; and national FSIs with competitive coupon offers.



Spooky Chocolate Variety Mix Stand‑up Pouch – 150 pieces

Consumers will scream for the new Spooky Chocolate Variety Mix Stand-up Pouch. This frighteningly festive mix includes four Mars Chocolate blockbuster brands, each with a seasonally relevant twist – SNICKERS® XScream, MILKY WAY® Midnight Madness, M&M’S® Costume Award Mix and MILKY WAY® SCAREamel.

ZREP#: 357633
SRP: $14.99
Package/Weight: 70.33 ounce
Shipping: 6 Count


Chocolate & Sugar Variety Mix Bag – 170 pieces 

The new Chocolate & Sugar Variety Mix Bag is loaded with brands consumers love — M&M’S®, SNICKERS®, SKITTLES®, MILKY WAY® and DOVE®. This is the first and only chocolate and sugar variety mix to include DOVE® Chocolate treat-size bars.

ZREP#: 351240 (Open Stock), 353410 (Display Case)
SRP: $14.99
Package/Weight: 67.93 ounce
Shipping: 6 Count (Open Stock), 6 Count (Stackable Display Case)

M&M’S® Brand White Pumpkin Pie Candies Harvest Blend

Pumpkin pie takes the cake as one of the top flavors of the season. New M&M’S® Brand White Pumpkin Pie Candies deliver with one of the top four flavors consumers desire in the season. This new item will drive incremental sales for the M&M’S® Harvest portfolio, and seasonal packaging and product coloring will extend and maximize sales throughout the season.

ZREP#: 351236 (Open Stock), 353447 (DRC)
SRP: $3.49
Package/Weight: 8.0 ounce
Shipping: 12 Count (Open Stock), 36 Count (Stackable Display Case)


M&M’S® FUN SIZE® Lovers Variety Mix SUP — 60 pieces

Valentine’s Day may be for lovers, but Halloween is the occasion for M&M’S® lovers!  New M&M’S® FUN SIZE® Lovers Variety Mix Stand-up Pouch is brimming with four M&M’S® Brand varieties that consumers adore – Milk Chocolate, Peanut, Peanut Butter and NEW M&M’S® Caramel – all in FUN SIZE® packets ideal for trick-or-treating, parties or treating.

ZREP#: 348474 (Open Stock), 348732 (Display Case)
SRP: $9.99
Package/Weight: 33.08 ounce
Shipping: 6 Count (Open Stock), 9 Count (Stackable Display Case)


Light, crispy and fun to eat, MALTESERS® — the U.K.’s #1 bite-sized candy – has made its way stateside just in time for Halloween. With a crispy center dipped in chocolaty goodness, this new treat gives consumers a lighter, more permissible chocolate to enjoy.

ZREP#: 353596
SRP: $3.49
Package/Weight: 9.0 ounce
Shipping: 12 Count


Two popular Mars Chocolate brands in seasonal shapes — TWIX® Ghosts 2-To-Go and SNICKERS® Pumpkins 2-To-Go — join forces in a new floor stand. Shapes and novelty items are ideal party favors, on-the-go treats and special gifts for friends and coworkers. With one out of four shoppers planning to give gifts during Halloween and 40 percent of consumers purchasing for immediate consumption, seasonal shapes drive impulse category growth.1

ZREP#: 347365 (351007 – TWIX®, 294292 – SNICKERS®)
SRP: $1.79
Package/Weight: 2.12 ounce (TWIX® Ghosts 2-To-Go), 2.83 ounce (SNICKERS® Pumpkins 2-To-Go)
Shipping: 96 Count (2-24 Ct. Case TWIX®, 2-24 Ct. Case SNICKERS®)

M&M’S® Peanut Chocolate Candies Ghoul’s Mix Share Size

Mars Chocolate scares up a sharing opportunity with new M&M’S® Peanut Chocolate Candies Ghoul’s Mix Share Size. With festive seasonal colors and a batty design, this new mix is destined to be a delicious personal treat for ghouls and enough to share with a gobblin’ friend.

ZREP#: 354204
SRP: $1.50
Package/Weight: 3.27 ounce
Shipping: 6-24 Ct. Trays

DOVE® Silky Smooth Milk Chocolate Ghosts

For a ghostly treat, reach for new DOVE® Silky Smooth Milk Chocolate Ghosts. This new item delivers on the top factors consumers seek when purchasing candy for Halloween: favorite brands, fun and festive foils and colors and seasonally themed packaging. DOVE® is the fastest-growing brand for decorating and treating, making this a daring, delicious and decadent treat for the season.3

ZREP#: 355315 (Open Stock), 357340 (Display Case)
SRP: $3.50
Package/Weight: 8.87 ounce
Shipping: 12 Count (Open Stock), 24 Count (Stackable Display Case)

M&M’S® FUN SIZE® Pretzel & Crispy Chocolate Candies Medium Variety Bag

Things that go crunch in the night? Never fear – it’s likely just the new M&M’S® FUN SIZE® Pretzel & Crispy Chocolate Candies Medium Variety Bag. Delivering on the crispy, crunchy textures of M&M’S® Crispy and Pretzel in FUN SIZE® formats and with festive packaging, this new item is tops for treating, parties and for trick-or-treaters.

ZREP#: 348734
SRP: $3.49
Package/Weight: 9.08 ounce
Shipping: 18 Count

SKITTLES® Cauldron

SKITTLES® Cauldron is a not-so-spooky choice for your favorite ghouls and goblins this Halloween. Each SKITTLES® Cauldron pack contains Lurking Lemon, Twisted Tangerine, Gripping Grape, Petrified Pear and Bogey Berry flavors.

SRP: $0.99
Package/Weight: 2.0 oz. Single Pack and 10.7 oz. Fun Size Pack


Updated with new brand combinations, increased piece counts and a range of price points, Mars Wrigley Confectionery variety bags and stand-up pouches (SUPs) are the answer for shoppers seeking convenient solutions for treating, parties and trick-or-treaters. Research shows that some 83 percent of consumers feel that variety bags make shopping easier by adding convenience and choice, and 50 percent of shoppers purchase variety bags.3

Chocolate Variety Bag — 40 pieces

M&M’S® FUN SIZE® Milk Chocolate Candies is new to the mix that also includes SNICKERS®, MILKY WAY® and 3 MUSKETEERS®. An increased weight delivers more value and choice at a lower price point.

ZREP#: 348685
Package/Weight: 17.7 ounce
16 Count

Chocolate Variety Mix Bag — 50 pieces

New MALTESERS® Brand joins SNICKERS®, MILKY WAY® and TWIX® Brands in this new optimized chocolate mix.

ZREP#: 353613
Package/Weight: 25.4 ounce
Shipping: 16 Count

M&M’S® FUN SIZE® Lovers Variety Mix Bag — 50 pieces

M&M’S® FUN SIZE® Milk Chocolate Candies is new to the mix that also includes SNICKERS®, MILKY WAY® and 3 MUSKETEERS®. An increased weight delivers more value and choice at a lower price point.

ZREP#: 348472 (Open Stock), 348731 (Display Case)
SRP: $5.99
Package/Weight: 27.01 ounce
8 Count (Open Stock), 12 Count (Stackable Display Case)

Peanut & Peanut Butter Lovers Variety Mix SUP — 60 pieces

Halloween is Better with M and with more variety. The M&M’S® FUN SIZE® Lovers Variety Mix Bag welcomes the new kid on the block – M&M’S® Caramel. Redesigned graphics highlight variety and increase visibility on retail shelves.

ZREP#: 347913 (Open Stock), 348475 (Display Case)
Package/Weight: .35.04 ounce
Shipping: 6 Count (Open Stock), 9 Count (Stackable Display Case)

FUN SIZE® Caramel Lovers Variety Mix Stand-Up Pouch — 60 pieces

Make a smooth move this Halloween with caramel – the #1 flavor consumers want during the season.4  This smooth and creamy mix features TWIX®, SNICKERS®, MILKY WAY® Simply Caramel and new M&M’S® Caramel FUN SIZE® packs.

ZREP#: 351238 (Open Stock), 353603 (Display Case)
Package/Weight: 37.64 ounce
6 Count (Open Stock), 9 Count (Stackable Display Case)

FUN SIZE® Chocolate & Sugar Variety Mix Stand-Up Pouch — 60 pieces

Chocolate and sugar are in the bag this Halloween. Now with M&M’S® FUN SIZE® Caramel Chocolate Candies, this new mix also features M&M’S® Milk Chocolate Candies, SNICKERS® and SKITTLES® Brands.

ZREP#: 348477 (Open Stock), 348683 (Display Case)
SRP: $9.99
Package/Weight: 32.98 ounce
Shipping: 6 Count (Open Stock), 9 Count (Stackable Display Case)

Chocolate Variety Mix Bag – 100 pieces

Now with MILKY WAY® MINIS and a higher piece count with 20 more pieces per bag, this mix also includes M&M’S® Milk Chocolate Candies, TWIX® and SNICKERS® Brands.

ZREP#: 348687
SRP: $9.99
Package/Weight: 37.12 ounce
12 Count

Crunchy & Crispy Lovers Variety Stand-Up Pouch – 175 pieces

Those wanting some crunch with their chocolate at Halloween can head straight for the new Crunchy & Crispy Lovers Variety Stand-up Pouch. Now with new MALTESERS® FUN SIZE®, the mix also includes SNICKERS®, SNICKERS® Crisper, M&M’S® Crispy and TWIX®.

ZREP#: 353605 (Open Stock), 354805 (Display Case)
Package/Weight: 70.08 ounce
Shipping: 6 Count (Open Stock), 6 Count (Stackable Display Case)

Chocolate Variety Mix SUP – Spooky Graphics – 400 pieces

For a mix of monstrous proportions, it doesn’t get any bigger than this. This 400-count stand-up pouch is crawling with spooky graphics and loaded with five Mars Chocolate power brands – SNICKERS®, M&M’S®, MILKY WAY®, TWIX® and 3 MUSKETEERS®.

ZREP#: 358201
Package/Weight: 126.3 ounce
Shipping: 2 Count

1. Ipsos 2015 Halloween Quantitative Study
2. National Retail Federation 2015 Halloween Consumer Spending Survey
3. Nielsen Halloween 9 Weeks Ending 10/31/15
4. iCommunity Halloween Emerging Trends Season’s Treats

Media contacts

Angelina Franco
(862) 217-3158