Brands across the confectionery and snacking landscape are focusing on elevating texture and flavour complexity as they compete for younger shoppers and novelty‑led consumption moments.
This includes the continued rise of multi‑layered products, soft‑centre formats and expanded ingredient storytelling linked to flavour cues from bakery, beverages and desserts.
Seasonal opportunity remains a major driver of innovation, with launches tied to Easter, film franchises and gifting occasions helping retailers secure visibility and impulse purchase. Licensed partnerships and playful reinterpretations of familiar formats are proving particularly effective in reaching fandom communities and cross‑category shoppers.
Manufacturers are also responding to wider trends around portion control and permissible indulgence, with bite‑size and small‑format packs providing flexibility for on‑the‑go snacking, desk grazing and post‑activity replenishment. Clean‑deck formulations and minimally processed positions continue to feature strongly.
Meanwhile, traditional confectionery players are modernising their portfolios through packaging upgrades, new retail formats and wider distribution strategies. Nostalgic flavours, heritage recipes and sweet‑shop classics are being reintroduced in contemporary formats to align with renewed demand for comfort and value.
Black Forest Organic
Black Forest has transitioned its everyday gummy line-up to USDA Certified Organic, marking a significant shift in its strategy to appeal to shoppers seeking cleaner ingredient profiles without sacrificing flavour or texture.
The nationwide rollout covers its classic Gummy Bears and introduces the new Organic Gummy Forest Friends range, both made without artificial colours or flavours and positioned to deliver the same soft chew the brand is known for.
The updated organic Gummy Bears retain the familiar six‑flavour assortment while moving into refreshed packaging that highlights the brand’s nature‑led positioning. The new Forest Friends line brings five animal shapes and six new fruit flavours aimed at broadening appeal among families and snackers who want playful formats alongside recognisable organic credentials.
Both ranges are Certified Gluten Free and fat‑free and have launched in multiple pack sizes from 4.5‑ounce pouches to 65‑count treat packs, supporting usage across everyday snacking and seasonal or sharing occasions.
Cadbury refreshes
Cadbury & More has undergone a full relaunch, giving the indulgent tablet range a new visual identity designed to boost standout on shelf and create clearer separation from the core Cadbury portfolio.
The brand is also expanding the line with Cadbury & More Biscoff, extending Cadbury’s partnership with Lotus Biscoff following the strong performance of Cadbury Dairy Milk Biscoff, now valued at £24m.
The new variant features a Biscoff spread centre with crunchy biscuit pieces wrapped in Cadbury chocolate, aimed at younger adult shoppers driving demand for richer, multi‑textured flavours. It joins a portfolio that has grown to £13.5m and already includes Caramel, Nut Crunch and Nutty Praline Crisp.
The relaunch is backed by a multi‑channel campaign under the Give into More platform, designed to build awareness and encourage trial among young adults seeking premium, indulgent chocolate experiences. Updated packaging and the broader range strategy are intended to reinforce Cadbury’s credentials in the indulgence space and support incremental category growth across grocery.
Sockerbit Easter
Sockerbit is leaning into the seasonal opportunity with a curated selection of Swedish gummies and sours aimed at shoppers looking to move beyond traditional Easter chocolate.
The US‑based retailer, known for its imported Scandinavian pick‑and‑mix offer, is positioning its latest range as a colourful, texture‑led alternative for basket fillers and egg stuffers.
The Easter Gummy Mix sits at the heart of the line. The 8‑ounce pouch brings together a selection of sweet and sour gummies in varied shapes and formats, targeted at consumers who favour assortment and novelty for spring occasions. Joining it are two smaller packs. Sweet and Sour Strawberry Field combines foamy strawberry pieces with mini sour strawberries, while Flowers and Bunnies focuses on soft fruit gummies in seasonal shapes.
The spring range is available through Skimlinks and nationwide at Target, offering both DTC and retail routes into seasonal gifting and snacking. Sockerbit is positioning the line as a flexible solution for Easter content, basket‑building and seasonal guides, supported by its broader portfolio of Scandinavian gummies, sours and liquorice.
Peeps Potter
Just Born is expanding its seasonal offer with a new limited edition that brings together its flagship marshmallow brand and one of the most recognisable licensed properties in confectionery.
Peeps Harry Potter Butterbeer Flavoured Marshmallow Chicks take inspiration from the well‑known beverage from the franchise and are positioned to tap into the strong crossover between film‑themed treats and Easter gifting.
The product launches exclusively at Walmart for the Easter window and is aimed at shoppers looking for themed additions to baskets, movie‑night snacking and seasonal novelty. The format follows the classic Peeps chick shape, using the Butterbeer flavour to differentiate this run from broader spring lines and to capture demand from franchise fans.
The limited edition strengthens Peeps’ strategy of using licensed tie‑ins to drive relevance during key seasonal periods across US mass retail. The product is expected to support footfall and impulse purchase in the run‑up to Easter as retailers look to diversify beyond traditional chocolate SKUs.
Melissa essie
Baked by Melissa has entered the beauty space for the first time through a collaboration with essie, converting shades from the nail brand’s new Gourmet Grocery collection into a trio of limited‑edition bite‑size cupcakes.
The partnership plays into the growing crossover between food and beauty, where brands are using sensory experiences and colour cues to reach consumers looking for novelty-led, social‑first launches.
The range reimagines three essie shades as confectionery flavours. Marshmallow uses vanilla cake, marshmallow fluff and a mini marshmallow, while Berry Naughty pairs vanilla cake with dark chocolate raspberry ganache and a freeze‑dried raspberry topper. Unsalted, linked to the butter-yellow trend in beauty and fashion, combines vanilla cake, Bavarian cream and sugar cookie icing with a butter cookie piece.
Stockleys bags
Stockley’s is extending its reach beyond traditional sweet‑shop and gifting channels with the launch of a 12‑strong range of treat bags designed to take its handcrafted confectionery into wider retail.
The assortment covers heritage favourites such as Chocolate Caramels, Peardrops, Cola and Pineapple Cubes, Fruit Sherbets and a Mint Selection, alongside newer dessert‑inspired flavours including Lemon Meringue and Jam Roly Poly with Custard. The lineup also includes chocolate‑coated items such as Chocolate Malt Balls, Milk Chocolate Honeycomb and a pair of fudges in Chocolate Butter and Salted Caramel.
The move follows the Lancashire, England, producer’s shift to a larger manufacturing facility in 2025 and a strategic focus on expanding distribution into speciality retail, indie stores, high‑street outlets and foodservice.
Treat bags are currently one of the fastest‑growing segments in sugar confectionery, offering strong value perceptions and flexible merchandising across formats from convenience to travel retail and foodservice.
Protein stuffed
The Protein Ball Co is expanding beyond its core ball line-up with the launch of Stuffed, a three‑strong range designed to address what it describes as consumer fatigue with traditional bar formats.
The new offer pairs the brand’s familiar minimally processed outer with a soft, smooth centre, available in Pistachio, Matcha and Hazelnut. The aim is to add flavour depth and textural contrast to broaden appeal among shoppers seeking smaller, permissive snacking options.
The development follows a period of accelerated growth for the brand, alongside expanded listings in the UK and overseas. According to co‑founder Matt Hunt, the rise of GLP‑1‑related eating behaviours is boosting demand for compact, nutrient‑dense products that can be consumed throughout the day, from commuting snacking to post‑gym top‑ups. Stuffed is positioned as a clean‑deck alternative for shoppers looking for variety beyond conventional protein bars.
