Confectionery brands are doubling down on seasonal relevance and consumer-led innovation as they head into the final quarter of the year. With Halloween, Christmas and gifting occasions front of mind, launches are increasingly tailored to these major spending moments.
Texture and format continue to be key differentiators, with multisensory experiences driving repeat purchase. From crunchy-gummy hybrids to juice-filled centres and interactive kits, confectionery brands are pushing the boundaries of tradition to meet ever evolving snacking behaviours and impulse trends.
Nostalgia remains a powerful lever, with established favourites returning in new formats or flavours. Whether it’s a white chocolate twist on a cult Australian biscuit or a seasonal rework of a classic sweet, brands are tapping into emotional connections to boost engagement across demographics.
Gifting and premiumisation are also in focus, with packaging upgrades, flavour extensions and ethical sourcing claims helping products stand out in crowded festive aisles. As assortments and limited editions dominate seasonal spend, brands are positioning themselves to capture both planned and impulse purchases.
Nerds expands gummy portfolio
Ferrara is building on the success of its Nerds Gummy Clusters with the launch of Nerds Juicy Gummy Clusters, a new format featuring a juice-filled centre and double the size of the original.
The product combines crunchy Nerds candy with a chewy strawberry punch gummy and a liquid core, designed to deliver a multisensory snacking experience. Packs are rolling out now in 2.65 oz, 4.5 oz and 7.15 oz formats.
The launch is supported by two limited-time flavour variants for the American football season: Cherry Lemonade Blitz and returning favourite Berry Punch Rush. Both SKUs feature themed packaging with Nerds characters in football helmets and are available in 3 oz, 5 oz and 8 oz packs.
Popcorn Kitchen’s Chocolate Orange Segments kit
Popcorn Kitchen has expanded its home-popping portfolio with a new Chocolate Orange Segments kit, designed to tap into seasonal gifting and family entertainment occasions. The launch follows the brand’s recent gingerbread snack pack and continues its focus on festive formats that support at-home experiences.
The new kit includes chocolate orange segments with a sparkly orange candy coating, offering a citrus twist on the classic chocolate profile. As with previous SKUs, the product is positioned for family sharing, gifting and movie nights, with a format that encourages consumer interaction and kitchen-based fun.
Popcorn Kitchen continues to focus on building a reputation for artisanal, small-batch popcorn products. The brand is targeting increased Q4 engagement across retail and D2C channels.
Anthon Berg relaunches chocolate bottle range
Toms Group is relaunching its Anthon Berg chocolate bottle range as part of a strategic push to expand its footprint in the global premium chocolate segment. Available in over 60 markets, the refreshed line includes updated packaging, expanded spirit partnerships and sustainability improvements aimed at strengthening appeal for gifting and hosting occasions.
The relaunch introduces three curated collections − Signature, Cocktail and Single Malts − with enhanced shelf standout and brand clarity. New spirit partners Malibu and Kahlúa join the line-up, with more size options also available. Packages range from four to 26 bottles, to meet varied price points and retailer needs.
Packaging upgrades include the removal of plastic windows from tube boxes and reduced cardboard in giftboxes, while all products continue to feature Rainforest Alliance-certified cocoa.
Reese’s returns with Halloween SKUs
The Hershey Company is ramping up its seasonal offering, with a Halloween-themed Reese’s range, targeting increased shopper interest around the October occasion.
The line-up includes five limited-edition SKUs: Reese’s Skeletons Snack size (257g), Reese’s Pumpkins king size (68g), Reese’s Bats snack sizes (272g), Reese’s Assorted Shapes (255g) and Reese’s Cup Snack sizes (297g). Each features the brand’s signature peanut butter and chocolate profile.
The range has been developed for parties, trick-or-treating and impulse snacking. Hershey is also supporting the launch with a promotional tie-in to a major horror film franchise, offering consumers the chance to win Reese’s products and a private screening via in-store QR codes.
The campaign aims to secure prime merchandising space and appeal to the 18 to 34 demographic driving seasonal growth.
Guylian’s premium Advent calendar
Belgian chocolate brand Guylian has unveiled a new Advent calendar for the 2025 festive season, featuring 24 individually wrapped chocolates across three flavour profiles. The calendar includes Sea Salt Caramel Seahorses, Original Praliné Seashells and Milk Truffle Seahorses, each made with Fairtrade cocoa and naturally sourced ingredients.
The launch is positioned for seasonal gifting and premium self-treating. The packaging is fully recyclable, aligning with Guylian’s sustainability commitments, while the flavour mix offers a balance of classic and contemporary profiles.
Tim Tam White
Tim Tam has introduced its White variant to the UK market, following strong consumer interest on social media. Available nationwide, the launch marks the latest expansion of the Australian biscuit brand, which has quickly gained traction with UK shoppers.
Tim Tam White features a white biscuit base, signature cream filling and a smooth white chocolate-flavoured coating. The product joins the core Tim Tam range and is positioned for impulse snacking and gifting occasions. Early sales data indicates strong uptake, with the SKU contributing to Tim Tam’s status as the fastest-growing biscuit brand in the UK.
Thomas Fudge’s enters festive gifting
Fox’s Burton’s Companies has launched Thomas Fudge’s first Christmas-specific product: a Florentine Mixed Assortment box featuring Belgian Milk and Dark Chocolate Florentines alongside a new Blonde Salted Caramel variant. The 228g gift pack is positioned for seasonal indulgence and affordable gifting.
The assortment is presented in Thomas Fudge’s signature ornate packaging, complete with a pop-up top hat motif for added shelf appeal. The launch aims to capitalise on the growing demand for premium, but accessible festive formats, with assortments accounting for 73% of seasonal sales in the week before Christmas.
Finsbury and Swizzels expand cakes
Finsbury Food Group has added two new licensed cakes to its portfolio in partnership with Swizzels, building on the success of the original Squashies Celebration Cake launched earlier this year.
The new Strawberry & Cream Squashies 872g Celebration Cake features layered sponge, strawberry jam, flavoured frosting and a mini bag of Squashies for consumer-led decoration.
Also launching this autumn is the Love Hearts Gift Cake, marking the first time the heritage sweet has been adapted into a bakery format. The cake includes a plain sponge topped with Love Hearts-flavoured frosting, coloured micro-dots and edible plaques featuring classic Love Hearts messages. It’s positioned for everyday gifting and small celebrations.
