Keeping up to date on the latest confectionery launches is vital in the fast-moving, competitive global sweet treat market.
Innovations and trends move at an increasingly rapid pace. However, this bi-weekly confectionery NPD roundup brings the latest releases from start-ups to the multinational blue chips that dominate grocery store shelves.
Stay ahead of the pack by getting to grips with the latest launches, strategies and trends.
Mars Wrigley unwraps Chocolate Dates
Mars Wrigley International Travel Retail (MWITR) is investing in culturally inspired gifting and immersive brand experiences, which it is showcasing at this year’s TFWA Asia Pacific Exhibition in Singapore.
Leading the line-up is the launch of the limited-edition, Sense of Place gifting box. Featuring two medium-sized pouches in a locally themed pack, the exclusive is tailored for summer travellers seeking destination-led souvenirs.
Also launching in Asia is the Galaxy Assorted Chocolate Dates. Following a successful rollout in the Middle East, the indulgent treat combines Saudi-grown dates and crunchy almonds with smooth Galaxy milk, dark, and white chocolate – a premium twist on a traditional favourite.
The new products tap into a growing appetite for seasonal and culturally relevant gifting. With Asia Pacific travel expected to surpass pre-pandemic levels in 2025, MWITR is aligning its portfolio with key festive moments such as Chinese New Year, Diwali, and Ramadan, all of which influence shopper behaviour and drive footfall.
“Cultural moments are becoming critical touchpoints,” said An De Volder, MWITR market director. “We’re creating displays and activations that bring fun to the journey and connect with travellers emotionally.”
MWITR is also showcasing its latest M&M’S ft kate spade New York capsule collection, a playful crossover of candy and fashion. The crossover ties in with MWITR’s expanding transaction zone strategy, to generate higher sales at checkouts.
Baileys Chocolate nuts crack Sainsbury’s
Baileys Chocolate is expanding its retail footprint with the launch of two indulgent nut-based treats, landing in 250 Sainsbury’s UK grocery stores.
The new additions – Baileys Chocolate Peanuts & Cashews and Baileys Chocolate Almonds (RRP £3) – blend roasted nuts with smooth milk chocolate infused with the iconic Baileys flavour, offering a premium twist on everyday snacking.
Positioned to tap into the growing adult treating trend, the launch supports Baileys’ ambition to build a year-round presence in the confectionery aisle. According to the brand, the UK nuts market is forecast to grow by 1.5% in volume by 2026, signalling strong demand for elevated snacking formats.
“These products are all about offering something a bit more indulgent for everyday moments,” said Ethan Duffey, brand manager at Baileys Chocolate. “Making them more widely available with the Sainsbury’s listing is a great step forward as we continue to grow the range and reach more shoppers.”
The Peanuts & Cashews variant features a mix of roasted nuts generously coated in Baileys-infused milk chocolate, while the Almonds offer whole crunchy nuts wrapped in the same rich coating.
Both products form part of Baileys Chocolate’s expanding portfolio of premium treats, designed to appeal to consumers seeking indulgence with a familiar brand twist, whether for gifting, sharing, or solo snacking.
Magical Harry Potter Haribo gummies
Haribo is bringing a touch of magic to US confectionery aisles with limited-edition Harry Potter gummies in a first time collaboration with the Wizarding World franchise.
The new range features three themed mixes named after the iconic magical trio: Harry Potter, Hermione Granger and Ron Weasley.
Each pack contains whimsical shapes and flavours that nod to characters, creatures, and symbols from the major literary, film and soon-to-be HBO series franchise. The launch is designed to appeal to fans of all ages, tapping into the growing demand for nostalgic and pop culture-driven treats.
Flavour highlights include caramel, in reference Butterbeer; crisp green apple as a nod to the Forbidden Forest; cola to evoke bubbling potions; cherry lollipop from Honeydukes; zesty lemon sorbet, inspired by Dumbledore’s lemon drops; and cotton candy as light as a Nimbus 2000.
“We’re excited to bring Haribo together with the Wizarding World of Harry Potter to create new, limited-edition gummi shapes and flavours,” said Seth Klugherz, vice president of marketing at Haribo of America.
“We put extra care into crafting the most authentic and exciting mixes, so every bite feels like you’re transported to Harry’s mystical universe.”
The white chocolate Malteser returns
After over a decade on hiatus, Mars Wrigley has returned “fan favourite” white chocolate Maltesers to the confectionery shelves.
Major consumer demand led the Galaxy and M&Ms owner to bring the treat back after it disappeared from shelves in 2014 – having launched permanently in 2004.
30g packs and 125g ‘sharing’ pouches will make their way onto shelves in response to consumers “demanding” their return, said Mars Wrigley.
“Consumers absolutely love Maltesers White Chocolate and have been clamouring for us to bring it back,” says Maltesers senior brand manager Clare Moulder.
The relaunch comes as white chocolate as a trend continues to grow, especially among those under 35.
Vegan gummi brand Candy Kittens launches Treets
UK vegan gummi challenger Candy Kittens has launched German plant-based snack brand Treets to the UK under its brand umbrella.
The new 120g packs (RRP £2.20) include Crunchy Corn, Salted Peanuts, and Crispy. They are all coated in ChoViva, a cocoa-free chocolate alternative made from sunflower seeds. The Crispy variant features crunchy balls wrapped in ChoViva and finished with colourful sugar shells.
While the UK packs are co-branded, Treets will “operate as its own brand, with dedicated social channels, campaigns, and product experiences”, according to Candy Kittens. The range is set to launch in Boots, Ocado, and direct-to-consumer through Candy Kittens’ website.
“Treets is everything we believe a modern confectionery brand should be: vegan, innovative, and very delicious,” said Candy Kittens founder Jamie Laing.
The UK launch marks a notable expansion from Treets’ German portfolio, which currently includes just one vegan SKU: peanuts coated in ChoViva and a sugar shell.