Mars, the renowned confectionery company, has unveiled a selection of exciting new treats in time for Halloween, including the much-anticipated Skittles POP’d Creepy Crunch, Twix Skulls, and Snickers Fun Size Pumpkins. This launch is part of a wider initiative that has seen Mars introduce over 120 Halloween-themed products, catering to the festive spirit of the season.
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In conjunction with these new offerings, Mars released its 2026 Tricks, Treats and Trends Report. This comprehensive study sheds light on consumer behaviour surrounding Halloween candy, revealing interesting insights into how people approach their festive sweet tooth. According to the report, there is a growing trend for seasonal flavours, with more than half of American adults agreeing that Halloween is not just a single day but a vibrant season of celebration.
The report drew on data from an online survey of U.S. adults and highlighted the enthusiasm of younger consumers. Notably, a significant number of Generation Z, Millennials, and Generation X actively seek out seasonal flavours and shapes. The sense of community associated with Halloween is palpable; 75% of adults stated that sharing a candy bowl helps foster connection, while 66% expressed a desire to buy their favourite Halloween sweets year-round.
Mars’s expansive Halloween lineup comes after a “Halfway to Halloween” announcement made earlier in May. This event launched several new products, including the unique freeze-dried Skittles POP’d Creepy Crunch. Other offerings include the return of the Ghoulish Green Snickers and Twix Bars, both of which feature distinctive green nougat and cookie respectively, while maintaining the flavour profiles of the original treats.
In addition to these revived favourites, consumers can also look forward to limited-edition pumpkin pie-flavoured M&Ms and a specially designed Halloween blend of M&Ms that comes in regular, peanut butter, and peanut varieties. Additionally, Mars is introducing themed packages, such as “shriekers!” Skittles and over 60 assorted variety bags adorned with Halloween imagery, further enhancing the festive atmosphere.
The company has noted that preference for texture and flavour is a key consideration this season. According to the report, 71% of U.S. adults expressed a craving for highly textural treats, while 58% indicated they enjoy “extreme” flavours. This insight likely informs the creation of the Creepy Crunch Skittles POP’d, which promises an adventurous blend of flavours and textures that appeal to these consumer desires.
A representative from Mars explained that the new releases are designed to align with the evolving tastes of candy lovers, particularly an increasing appetite for innovative textures and flavours. Last year, Mars debuted its first freeze-dried confection, M&M’s POP’d, which was celebrated for its unique caramel infusion and crisp bite. Following this trend, the company is keen to entice consumers with the creative possibilities that Halloween offers.
Moreover, earlier this year, Mars linked candy innovation to pop culture, as evidenced by its launch of the All Cerulean pack of M&Ms in support of the release of The Devil Wears Prada 2. This idea of intertwining cinematic themes with candy products appears to be a successful strategy for the company in capturing the attention and imagination of their audience.
As the Halloween season approaches, consumers are encouraged to seek out these tantalising new treats along with reimagined classics. Mars’s strategic focus on consumer preferences and seasonal offerings illustrates the ongoing evolution of the confectionery market, ensuring that there’s something for everyone this Halloween. With its extensive lineup of over 120 seasonal items, Mars aims to establish itself as a leader in festive indulgence, capturing the excitement of the holiday for all ages.