Mondelēz International is expanding its Halloween range for 2026 with the launch of limited-edition Sour Patch Kids Monster Heads, as the manufacturer looks to help retailers capitalise on a seasonal confectionery market worth more than £65 million.
The new product is the headline addition to the company's Halloween portfolio, which spans chocolate, sugar confectionery and biscuits, targeting trick-or-treating, sharing, parties and at-home snacking occasions.
Available for the first time in the UK, Sour Patch Kids Monster Heads features larger jelly sweets shaped like monster heads, with dual-colour and dual-flavour combinations including watermelon, raspberry and orange.
The launch builds on the momentum of the Sour Patch Kids brand, which Mondelēz said is one of the fastest-growing confectionery brands, recording year-on-year growth of 26.9 per cent.
Also returning for Halloween 2026 is Sour Patch Kids Watermelon & Strawberry Treatsize, following its launch last year. The company said the product generated £1.3 million in retail sales value during the 2025 Halloween period and was the top-performing Halloween new product development.
Elsewhere in the range, Maynards Bassetts Spooky Gums will return as a Halloween-themed extension to the Wine Gums range.
Cadbury's seasonal offering includes the return of the Cadbury Treatsize Sharing Selection 223g, containing individually wrapped Cadbury Buttons, Crunchie, Twirl, Fudge and Freddo bars, alongside the Cadbury Dairy Milk Freddo & Friends sharing pack and Cadbury Fudge treatsize pack.
Mondelēz is also bringing back OREO Spooky, featuring Halloween-themed biscuit embossing and orange-coloured crème while retaining the brand's original flavour.
The company said Halloween continues to be a significant sales opportunity for retailers, with the UK confectionery market generating more than £65.1 million during the six-week Halloween trading period in 2025 [NIQ Discover w/e 27.09.25 to w/e 01.11.2025].
Susan Nash, trade communications manager at Mondelēz International, said: "Halloween is a pivotal sales opportunity for the confectionery market, and consumers are looking for trusted brands in formats that are fun and easy to share, while embracing the spooky season.
"Our 2026 range brings together Cadbury treatsize favourites, the return of OREO Spooky, playful Maynards Bassetts packs and the new Sour Patch Kids Monster Heads, giving retailers a strong mix of trusted favourites and seasonal innovation to boost their Halloween sales."