As seasonal events like Halloween and Christmas continue to grow in retail significance, brands are leaning into limited-edition formats and nostalgic flavours to drive impulse purchases.
Whether through themed shapes, multi-pack formats or classic flavour profiles, the launches in this week’s confectionery new product development (NPD) are designed to tap emotional connections and broaden consumption occasions.
At the same time, the protein snack category is undergoing a shift toward cleaner, more transparent formulations. Consumers are increasingly wary of ultra-processed bars and are seeking minimally processed, bite-sized alternatives that support grazing and wellness goals. This trend is particularly relevant among older demographics and those following GLP-1 protocols, who favour portion-controlled, nutrient-dense formats.
When it comes to flavour, innovation remains a key differentiator with sweet-salty combinations continuing to dominate across confectionery and snack segments. Brands are experimenting with roasted nuts, fruit coulis and layered textures to deliver more complex taste experiences that appeal to both indulgent and functional snacking occasions.
Finally, nostalgia continues to grow in prominence. From biscuit-inspired popcorn to reimagined childhood favourites, consumers are reaching for familiar brands in search of comfort. As well as evoking strong emotional responses, brands are able to standout in the seasonal aisles with a bit of nostalgia – crucial during high-traffic retail periods.
Here’s the latest in global confectionery NPD:
Party Rings go spooky
In a Halloween first, Fox’s Burton’s Companies (FBC) is expanding its Party Rings Minis portfolio with its new seasonal Trick or Treat Minis SKU. The Halloween-themed launch introduces new biscuit shapes, including bats, cats and pumpkins. Each is topped with brightly coloured icing designed for seasonal appeal.
The ten-pack format (10 x 21g) is positioned for trick-or-treating and party occasions. Consumer testing showed strong pre-launch interest, with an 86% overall liking score, which is claimed to be well above the category average of 70%.
The launch follows the success of Under the Sea Minis earlier this year and builds on the Party Rings Minis’ £14M valuation, currently growing at +4% year-on-year.
FBC says the Halloween edition supports its broader strategy of seasonal innovation and packaging refreshes, aimed at driving brand relevance and expanding usage occasions beyond traditional biscuit consumption.
Baileys cosies up to Terry’s Chocolate Orange
Global spirits specialist Diageo has launched a limited-edition Baileys x Terry’s Chocolate Orange Irish Cream Liqueur, marking the first collaboration between the two festive favourites.
Launching on 16 September – 100 days before Christmas – the 50cl SKU blends Baileys Original Irish Cream with chocolate and orange flavour notes inspired by Terry’s signature product.
The launch taps into strong seasonal demand, with both brands reporting high sales velocity during the festive period. Diageo says the collaboration reflects consumer appetite for nostalgic flavour profiles and premium cross-category innovation.
Bebeto packs a fright
Bebeto has unveiled its largest Halloween range to date, adding four new products to its seasonal line-up: Witches Cauldron (130g), Mummies Bandages (160g), Witches Hair (160g) and Spooky Mix Multi Pack (375g).
The new SKUs build on Bebeto’s strong Halloween performance in 2024, when the brand grew +210% year-on-year, significantly outpacing the category’s 56% growth (Circana, MAT 31.10.24). The additions join existing favourites such as Super Sour Scary Skulls and Fizzy Fangs, and are positioned to meet demand for trick-or-treating, sharing and party occasions. All products are halal certified, with several also vegan and free from artificial colours or flavours.
With Halloween spend projected to reach £777M in 2025 (Statista), Bebeto’s expanded offering aims to help retailers tap into growing seasonal demand.
M&Ms go nuts for honey roasted
Mars has expanded its M&M’S portfolio with the launch of M&M’s Honey Roasted Peanut, a new permanent SKU that blends roasted peanut flavour with a touch of honey sweetness. The product offers a sweet-salty twist on the classic M&M’S Peanut variant.
The new flavour joins recent innovations including M&M’S PB&J, Peanut Butter Minis, and Peanut Butter Mega, as Mars continues to diversify its core chocolate range. Available in single size (1.63 oz), share size (2.83 oz) and sharing size stand up pouches (8.6 oz), the launch is positioned for both impulse and sharing occasions.
Mars Wrigley North America VP of Marketing Martin Terwilliger said the product builds on consumer demand for flavour variety and social snacking formats.
Ballsy new look for protein snack
The Protein Ball Co is rolling out a bold new brand direction under the banner ‘Ballsy by Nature’, alongside a refreshed product lineup and visual identity. The rebrand, developed by creative agency Robot Food, introduces stripped-back recipes, clearer range segmentation and messaging aimed at reinforcing the brand’s clean-label positioning.
The brand is also doubling down on its commitment to minimally processed, protein-rich grazing formats, distancing itself from the ultra-processed ingredients and additives common in mainstream protein bars.
Co-founder Matt Hunt said the new direction reflects growing demand for bite-sized, GLP-1-friendly nutrition among older consumers and those seeking alternatives to single-serve bars. With its 10-year anniversary approaching in 2026, The Protein Ball Co is positioning itself as a category steward, with further NPD expected later this year.
Gingerbread Popcorn Kitchen extension
Popcorn Kitchen has expanded its cake-inspired popcorn range with a new festive SKU: Gingerbread. The launch follows previous flavour innovations including Lemon Drizzle Cake, Blueberry Muffin and Bakewell Tart, and is positioned to tap into seasonal demand for nostalgic, spiced profiles.
The 30g pack features lightly spiced popcorn inspired by traditional gingerbread biscuits, incorporating notes of ginger, cinnamon and clove. The product is available now and targets impulse and gifting occasions in the lead-up to Christmas.
New flavours for Italy’s Venchi brand
Italian chocolatier Venchi has expanded its Chocoviar line with two new flavours: Chocoviar Raspberry and Chocoviar Gianduia. The additions bring the total range to eight SKUs, each featuring Venchi’s signature crunchy chocolate grain coating and multi-layered interiors designed for premium, bite-sized indulgence.
Chocoviar Raspberry combines a liquid raspberry coulis centre with a dark chocolate shell and 75% Chocoviar grains, offering a tart-sweet contrast. Chocoviar Gianduia features a whole Piedmont hazelnut encased in Venchi’s “Antica Ricetta” Gianduia and finished with milk chocolate grains. Both products target gifting and premium snacking occasions.
