Confectionery brands are ramping up their holiday strategies with launches that tap into nostalgia, flavour trends and gifting occasions. Seasonal demand continues to influence product development, with companies focusing on limited-edition offerings that combine familiar tastes with festive presentation.
Mars, Inc. is expanding its seasonal portfolio with new colourways and playful shapes across its chocolate and gummy ranges, reinforcing its position in the gifting and sharing segment. The approach reflects a broader trend toward visually distinctive products that stand out on shelves and in social media feeds.
Storck is leveraging classic holiday flavours to strengthen its caramel line-up, introducing profiles that evoke comfort and tradition. These additions are positioned to appeal to consumers seeking indulgent moments during the festive period, while maintaining the brand’s signature texture and quality.
Meanwhile, Pladis is driving engagement through a partnership that brings together a leading snack brand and a popular holiday character franchise. The collaboration underscores the role of co-branded initiatives in creating excitement and differentiation in a crowded seasonal market.
Reese’s goes full festive
Reese’s has expanded its seasonal line-up for Christmas 2025, introducing new gifting formats alongside returning favourites. The range aims to tap into demand for affordable, premium-looking gifts and impulse treats, supported by the brand’s DJ Santa creative for in-store theatre.
New additions include the Reese’s Big Cups King Size Selection Box (305g), featuring four top-performing Big Cup variants, and the Reese’s XL 10 Cups pack (154g) for sharing occasions. Novelty formats such as Peanut Butter Santa Heads (34g) and the DJ Santa Bag join the line-up, while returning SKUs include the DJ Santa Advent Calendar (245g) and Peanut Butter Filled Trees in standard and King Size formats.
Jackson Hitchon, general manager for Europe and world travel retail at The Hershey Company, said: “Our bold packaging, new formats and expanded gifting options make Reese’s brand a standout choice on shelf. We’re excited to support our retail partners with products that deliver both value and excitement.”
Peeps puts pep in its festive step
Just Born Quality Confections has unveiled its 2025 Peeps Holiday lineup, featuring a mix of festive shapes and flavours, aimed at driving seasonal sales. The range includes Candy Cane Flavoured Marshmallow Chicks, Marshmallow Snowmen, Gingerbread Men, Stockings and Trees, alongside a Holiday Vanilla Crème Flavoured Pop.
Complementing the Peeps range, the company is also introducing the Mike and Ike Merry Mix Theater Box. The seasonal pack combines cherry, lime and holiday punch flavours in a format positioned as an impulse buy or stocking stuffer.
Hot Tamales joins the line-up with limited-edition packaging available exclusively at Walmart. The design refresh adds a holiday twist to the brand’s cinnamon profile, reinforcing its appeal for seasonal merchandising.
Mars makes holidays magic
Mars Wrigley is expanding its seasonal portfolio with new and returning products designed to capture holiday demand across multiple categories. The company has introduced M&M’S Winter Blend, featuring milk chocolate in white and icy-blue shells, positioned for use in candy bowls and baking applications.
Also new are Twix Snowmen – a snowman-shaped bar combining cookie, caramel and milk chocolate – and Life Savers Gummies Holiday Shapes, which include festive designs such as stockings and Santa hats.
Returning items include M&M’S Holiday Blend in red and green shells, available in milk chocolate, peanut and peanut butter varieties, and Snickers Trees, which bring the brand’s classic caramel, nougat, peanut and chocolate profile in a seasonal format. M&M’S Toasty Holiday Peanut, infused with cinnamon, vanilla and spiced sugar, and Skittles Holiday Cane packs also return to shelves.
Werther’s gets into the Christmas spirit
Werther’s Original has added a seasonal twist to its caramel portfolio with the launch of Gingerbread Flavoured Soft Caramels.
The limited-edition product combines the brand’s signature creamy caramel with gingerbread flavour, aiming to tap into demand for nostalgic holiday tastes. The caramels feature a soft texture and festive Gingerbread Man for added seasonal appeal.
The new flavour joins the return of Cookie Butter Crème, which pairs caramel with speculoos-flavoured cookie butter filling. Both products form part of Werther’s Holiday Collection, positioned for gifting and sharing occasions during the festive period.
“Gingerbread is a flavour that brings people together during the holidays, and pairing it with our rich, creamy caramel makes for the ideal seasonal indulgence,” says Kelly Cook, president at Storck USA, L.P.
Flipz is elfing out
Flipz has partnered with The Elf on the Shelf to launch a limited-edition seasonal product - Sugar Cookie Covered Pretzels.
The new variety combines Flipz’s signature salty pretzels with sugar cookie-flavoured white fudge and colourful sprinkles, aiming to capture holiday snacking occasions.
The collaboration leverages the popularity of The Elf on the Shelf, to create a festive tie-in for gifting and entertaining. Positioned as a sweet-and-salty option for seasonal celebrations, the product features holiday-themed packaging and branding from The Lumistella Company.
“Flipz Sugar Cookie is our latest holiday limited-edition treat, created to capture the magic and joy of the season,” says Shivani Arora, marketing director at Pladis Americas. “By teaming up with The Elf on the Shelf, we’re bringing consumers a snack that’s a little sweet and a little salty, just like the Scout Elves.”
Hames stirs up festive fun
Hames Chocolates has expanded its private-label portfolio with the launch of a Milk Chocolate Black Cherry Hot Chocolate Stirrer.
The 35g format combines milk chocolate with a black cherry flavour, drawing inspiration from classic desserts and retro sweets while maintaining the brand’s focus on premium quality.
The stirrers are individually wrapped and supplied in outers of 24, targeting coffee shops, high street retailers, garden centres, tourist attractions, leisure operators and specialist chocolate stores. Positioned for autumn and winter menus, the product offers a seasonal option designed to add variety to hot beverage fixtures.
“Our new Black Cherry Hot Chocolate Stirrer offers a flavour that feels familiar yet elevated – a touch of nostalgia reimagined in a format that consumers love,” says Carol Oldbury, director at Hames Chocolates.
Terry’s Mint
Terry’s Chocolate is expanding its Beyond Orange strategy with two new mint products for the festive season - a Chocolate Mint Tablet (90g) and Mint Truffles (200g).
The launches follow the success of the Chocolate Mint Ball, which became the best-performing Christmas NPD in the category during its debut.
The Mint Tablet aims to capture growth in the tablets segment, which is up 15% in value and 2% in volume, while the Mint Truffles target the truffles category, currently growing 24% in value and 18% in units. Terry’s is also updating its Chocolate Orange Truffles with a new recipe and refreshed design to strengthen its seasonal range.
“The Terry’s Chocolate Orange is a festive icon, and our strategy is to build on that strength while offering new moments of indulgence,” says Lorène Decam, senior marketing manager at Terry’s Chocolate. “The Mint Bar and Mint Truffles are natural extensions, and with momentum in both categories, we’re confident these launches will tap into Brits’ love for mint chocolate.”
