Candy Brands Prep for Halloween

Mars’ M&M’s brand partnered with Practical Magic 2 for the launch of a limited-edition M&M'S Amas Veritas Spell & Snack Pack.

“In celebration of the new film, the M&M'S Amas Veritas Pack is inspired by the iconic scene in the heart of the original where young Sally Owens recites the ‘Amas Veritas’ love spell—a charm that helps her envision the perfect, impossible man in hopes of protecting her heart. The pack brings the beloved film moment to life, allowing fans to recreate the magic bite-by-bite. Each pack features custom-designed M&M'S candies adorned with eight whimsical symbols inspired by the magical qualities of the spell,” Mars said.

Ferrero North America is partnering with Alicia Carmody of The Real Housewives of Rhode Island “to champion the Adultoween movement.”

The brand said that last year's annual Ferrero Halloween survey results revealed that over half of American adults (54%) believe they deserve their own dedicated adult Halloween night, and 62% say Halloween is as much for adults as it is for kids.

The brand is fielding its third consecutive Adultoween survey to capture the latest trends and findings on this year's Halloween season and traditions, with full results coming in October 2026.

Ferrero's Halloween collection features the new Kinder Joy x Stranger Things Eggs, Kinder Bueno Halloween Lay Down Bags, Butterfinger Skulls, Keebler Spookie Fudge Stripes, Mother's Eerie Critters, Kinder Joy Glow in the Dark Halloween Eggs and more.

Meanwhile, DoorDash recently reflected on 2025 consumer data about Halloween trends for a look into what may be popular this season.

“This is the second year running old-school candy has come back in a big way, and 2026 might be the biggest jump yet. Circus Peanuts leads the pack at +350%, with Bit-O-Honey up +180%, Lemonhead up +200%, and Dum-Dums more than doubling at +100%. Old candy doesn't die. It just waits for its comeback,” DoorDash wrote.

The brand also said that candy corn orders are up +30% year over year, and raisins are up +60%. Also, full and king size candy's share of orders grew from over 15% to 20%.

DoorDash highlighted that candy orders peak on Halloween between 7 and 10 a.m., and again through afternoon to 6 p.m. as shoppers prep for trick-or-treaters.

Join your peers at the NACS Show in Las Vegas, October 6-9, for an Education Session titled “Merchandising in the Moment,” where experts will discuss how retailers can align product assortment, promotions and displays with key seasonal moments that drive engagement and sales. Learn how to create compelling in-store experiences that stand out, stay fresh and deliver results.

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