Mars Wrigley, Hershey Ready New Halloween Treats

Trick-or-treaters will score sour hard candies and chocolate treats. 

August 11, 2021

Skittles Shriekers for Halloween by Mars Wrigley

NEWARK, N.J.—New limited-edition Skittles Shriekers from Mars Wrigley are hitting shelves nationwide, shocking taste buds around the country with a “frightfully” sour flavor, while the Hershey Company is highlighting Reese’s peanut butter pumpkins, bats and ghosts.

“Skittles is always looking for new ways to surprise fans with unexpected flavor experiences," said Tanya Berman, Mars Wrigley seasonal marketing lead, in a press release. “This year we focused on putting a new spin on a spooky treat, bringing better moments and more smiles to people as they gear up for the upcoming Halloween season.”

Hidden inside each pack of Shriekers are super-sour Skittles that appear to look like the rest but bring a punch of sour flavor. Skittles Shriekers include five flavors in each pack: Citrus Scream, Ghoulish Green Apple, Rattled Raspberry, Shocking Lime and Spine-Tingling Tangerine. Skittles Shriekers are available now at retailers nationwide, including convenience stores.

Meanwhile, at the Hershey Company, a recent blog by Clark Boyer, senior manager, OPM Fall and Occasions, notes that 54% of consumers say they are planning to buy more candy this year than last year to prepare for parties and trick-or-treaters, and 22% say they’re planning to celebrate in a big way to make up for last year. Hershey said it anticipates a 45% increase in participation in trick-or-treating for Halloween.

“We are leaning-in with even more Hershey displays and stands in retail stores, helping amplify the excitement of Halloween with consumers and to make it easier than ever to find items such as Reese’s, Kit Kat and Hershey's —three of the most beloved Halloween candies year after year,” Boyer said.

Boyer said he is “most excited about our expansion of Reese’s peanut butter pumpkins, bats, and ghosts across new packs and price points” and shared that Hershey is “unveiling new assortment ‘Lovers’ packs that feature multiple varietal offerings within different flavor offerings. These include offerings such as Caramel Lovers, Reese’s Peanut Butter Cups Lovers and Kit Kat Lovers.” He also pointed to “some of the treats introduced last year, like Reese’s Franken-Cup Peanut Butter Cups and Witch’s Brew Kit Kat. Consumers loved them, and I’m eager to watch as more folks discover them this year.”

Candy sales at convenience stores have largely recovered from 2020. Candy is the No. 1 impulse item purchased within a convenience store, according to NACS State of the Industry data. Candy continued to be a powerhouse performer in the convenience channel last year, grabbing 2.95% of in-store sales and 4.34% of in-store gross margin contribution, according to NACS SOI data for 2020.