The Hershey Company is unveiling its largest and most diverse Halloween portfolio to date, offering something for every Halloween tradition and celebration. With more than 20 innovations across chocolate, sweets and salty snacks, Hershey is shaping the season at every moment. That’s why we call it ‘Hersheyween.’

No one knows Halloween like Hershey, and there is a new Halloween calendar—one that’s built around anticipation. Our recently launched Unwrapping Halloween: Hershey’s State of the Season Report¹ shows how the season is expanding.

“Our Halloween leadership is earned long before consumers walk into a store,” said Katie DeCapria, Head of Hersheyween at The Hershey Company. “It comes from spending the entire year studying shopper behaviors, tracking emerging trends and understanding what people want from the season. Those insights guide how we show up for Halloween—making sure our Hersheyween lineup delivers something for every taste, tradition and occasion.”

The Hersheyween Difference

Even as traditions evolve, consumers continue to turn to the brands they know and love. Backed by 3 of the top 5 chocolate brands (#1 Reese’s; #3 KIT KAT®; #5 Reese’s Shapes)², Hershey combines trusted favourites with consumer-led innovation to create a portfolio that keeps Halloween engaging from early Summerween “treat for me” moments to the last Halloween block party.

Meeting the Demand for More Fruity, Chewy and Gummy Halloween Candies

Chocolate remains the anchor of Halloween, but consumers are also reaching for more fruity, chewy and sour variety throughout the season. In the Unwrapping Halloween report, 72% of parents said they are likely to buy gummy candy early in the season, while 68% are likely to buy fruit chews and 61% are likely to buy sour strips or belts before September. That demand continues into October, when 74% of parents are likely to buy gummy candy and fruit chews, and 64% are likely to buy sour strips or belts.

New innovations and assortments bring that variety to candy bowls all season long, including:

• Sweets Assortment Stand-Up Bag: A variety-packed assortment featuring the introduction of Sour Strips to the Hershey seasonal portfolio, as well as Jolly Rancher Gummies Trickies Minis, Jolly Rancher Gummies Minis and Twizzlers Twists in Strawberry flavour. The mix is perfect for every sweet tooth, delivering a range of fruity, chewy, sweet and sour favourites.
• Jolly Rancher Gummies Trickies Minis Snack Size: Bursting with bold fruit flavours, these chewy bites keep trick-or-treaters guessing with colours that don’t match the flavour, creating a fun, interactive candy experience. Available in seasonal Halloween shapes and flavours including Green Apple, Blue Raspberry, Cherry, Grape and Watermelon, Jolly Rancher Gummies Trickies now come in convenient sachets, making them a standout addition to trick-or-treat bowls and Halloween celebrations.
• Jolly Rancher Gummies Minis Snack Size: Fruit-shaped gummies packed with bold, juicy fruit-flavours. The poppable format makes them ideal for on-the-go snacking while bringing exciting variety to candy mixes and Halloween sharing occasions.
• Jolly Rancher Gummies Assortment: A mix of snack-size sour and sweet gummies, including Jolly Rancher Sour Gummies Minis, Jolly Rancher Gummies Trickies Minis, Jolly Rancher Gummies Minis and Jolly Rancher Sour Gummies Minis Awesome Reds. The assortment offers standout flavours and textures to both sour and sweet candy lovers.

Bringing the Seasonal Shapes and Chocolate Favourites that Signal Hersheyween

Seasonal shapes remain one of the strongest signals that Halloween has arrived, and Hershey’s portfolio brings that visual excitement to the brands consumers already love. Chocolate continues to lead purchase intent across the season, with 77% of parents likely to buy chocolate before September and 82% likely to buy chocolate in October according to the Unwrapping Halloween report.

That demand comes to life through fan-favourite formats, new launches and returning classics:

• KIT KAT Count & Witch: The return of the classic wafer and chocolate combination, this year offered in new instant consumable (IC) pack types, reimagined in two breakaway spooky shapes. The treat is also available in regular and king size bars, as well as a 6-pack built for sharing – perfect for a brand that 38% of consumers consider a Halloween favourite.
• Hershey’s Cookies ‘N’ Creme Fangs Snack Size: A fang-shaped version of the classic iconic Hershey’s Cookies ‘N’ Creme flavour, making its Halloween comeback for the first time since 2024. This spooky treat is a seasonal favourite, offering a playful scare and snack.
• Hershey Halloween All-Stars: An assortment of 18 full-size, limited-edition Halloween shapes and flavours, including Reese’s Pumpkins, KIT KAT® Count & Witch shapes, KIT KAT® Ghost Toast and Jolly Rancher Gummies Trickies. This seasonal variety pack brings together Hershey’s most exciting Halloween innovations in one convenient box.  
• Returning Favourite: Reese’s Pumpkins: An iconic Halloween treat, Reese’s classic chocolate and peanut butter combination comes in a pumpkin-shaped format. Reese’s is the brand of choice for 37% of consumers, while Reese’s Pumpkins shapes top the category as the favourite Halloween product among 22% of consumers. And new this year and available exclusively on Amazon, the Reese’s Pumpkin Bowl features 110 snack-size treats in a festive, reusable pumpkin container perfect for Halloween celebrations.

Expanding Halloween Snacking with Salty Favourites Beyond the Candy Bowl

For the first time, Hershey is bringing a broader portfolio of salty offerings to Halloween, giving people more ways to celebrate. According to the Unwrapping Halloween report, 30% of parents plan to take their kids to a trunk-or-treating event. It’s one example of how consumers are looking for new occasions with a greater variety of flavours, formats and textures and underscores the growing role salty snacks play throughout the season.

This year’s salty lineup includes:

• Pirate’s Booty Trick-or-Treat: Pirate’s Booty’s signature aged white cheddar puffs deliver a light, airy crunch in individually portioned snack packs. The format gives families a savoury, non-candy option for trick-or-treating, trunk-or-treat events and Halloween parties.
• Pirate’s Booty Boos & Bites: Halloween-themed Pirate’s Booty puffs feature ghost and monster shapes with the brand’s signature aged white cheddar flavour. The snack-size packs bring a playful savory option to seasonal snacking, parties and trick-or-treat occasions.
• Reese’s Sweet & Salty: Snack-size packs of Reese’s Dipped Animal Crackers, Reese’s Dipped Pretzels and Reese’s Filled Pretzels bring together Reese’s chocolate and peanut butter with salty, crunchy formats. The brand new, cross-category assortment delivers a sweet-and-salty seasonal mashup.
• SkinnyPop Halloween Packs: Individually packaged SkinnyPop popcorn in Halloween-themed packaging, designed for seasonal snacking and sharing. This lighter, better-for-you option gives consumers a salty alternative that extends Halloween celebrations beyond the candy bowl.

Hershey is also tapping into the early appetite for fall flavours, with LesserEvil joining the Hersheyween portfolio for the first time. By late September, 52% of adults and 67% of parents are already seeking fall treats, drinks or flavours, making pumpkin spice and Halloween-themed salty snacks a natural fit for the season’s longer runway.

The result is a lineup of LesserEvil products that brings seasonal flavour and festive fun:

• LesserEvil Pumpkin Spice Popcorn: A seasonal popcorn offering that brings warm cinnamon-and-spice fall flavour to everyday snacking. Ideal for consumers seeking a salty way to enjoy pumpkin spice throughout the Halloween season.
• LesserEvil Spooky Popcorn: LesserEvil popcorn brings a lighter, better-for-you salty snack into Halloween-themed packs. The individually portioned format works across trick-or-treating, school events and Halloween celebrations.
• LesserEvil Spooky Spaceballs: Light and airy cheese corn puffs in Halloween-themed packaging made for parties, trick-or-treating, and seasonal snacking. Delivers playful flavour and festive appeal in a convenient grab-and-go format.

For more information on Hershey products, visit: hersheyland.com/halloween.