Food Brands Launch Halloween Themed Products

Companies debut seasonal menu items and candy offerings to boost consumer interest during the holiday.

Updated on Oct. 28, 2026 in Desserts

Bold vector editorial illustration of a geometric pumpkin carving surrounded by autumn leaves, representing seasonal food and beverage marketing. — Food and beverage companies are introducing seasonal menu items and candy offerings this October to bolster consumer interest during the Halloween period. AI Illustration. Upload story photo >

Live Poll

Do you typically purchase limited-edition, holiday-themed food products when they appear in stores or restaurants?

Food and beverage companies are rolling out various Halloween-themed products this October. These releases range from creative menu items at restaurant chains to new candy varieties.

Why it matters

Rising cocoa costs are pressuring traditional chocolate sales, pushing manufacturers to innovate with non-chocolate alternatives. Meanwhile, foodservice operators are leveraging these seasonal promotions to drive transaction volume during the week of Halloween.

In 2025, chocolate accounted for 51% of Halloween confectionery sales, a decline from 55% in 2024. Non-chocolate candy grew to capture 49% of the market share, up from 45% the previous year.

The players

Wild Gainz

This company produces sports nutrition products and recently launched creatine-infused gummies for the holiday season.

Wingstop

This international restaurant chain specializes in chicken wings and frequently collaborates on unique flavor profiles.

Mondelez International

A global snacking powerhouse that owns brands like Sour Patch Kids and frequently engages in cross-industry partnerships.

Tropical Smoothie Cafe

A restaurant franchise serving smoothies and food items that often utilizes seasonal themes for limited-time offers.

The details

Manufacturers are focusing on sensory experiences through collaborations and unique textures, such as the Wild Gainz sugar-free creatine gummies and Wingstop's Wicked Punch wings featuring a Sour Patch Kids glaze. Additionally, Tropical Smoothie Cafe has introduced a Fanta Phantom Smoothie that combines mango, banana, and popping boba.

Chocolate held 55% of the Halloween candy market share in 2024.
Non-chocolate candy accounted for 49% of sales in 2025.
Food companies released various Halloween-themed products in October 2026.

Culture Shift

The transition toward non-chocolate confectionery products mirrors the broader industry response to the rise in global cocoa prices. This shift reflects a move away from traditional holiday staples toward alternative ingredients that offer more stable pricing and unique sensory experiences.

Consumers are 23% more likely to order restaurant delivery on Halloween, suggesting that these themed menu items may reach more households this year. The push for seasonal products could also change standard shopping habits as retailers prioritize non-chocolate displays.

The takeaway

Halloween food trends are increasingly defined by strategic partnerships and functional ingredients rather than just seasonal branding. Consumers can expect a wider variety of non-chocolate treats and restaurant delivery options as brands pivot to combat fluctuating commodity costs.