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Mars Snacking North America has announced its 2026 Halloween product lineup, marking its third annual "Halfway to Halloween" milestone. The portfolio features more than 120 items, centred on emerging consumer interest in varied textures and festive, seasonal geometry. Key highlights include the introduction of freeze-dried SKITTLES and new variations of the company’s core chocolate brands.

The 2026 strategy leans heavily into the "sensory snacking" trend. Mars is introducing SKITTLES POP’d Creepy Crunch, a freeze-dried version of the traditional confection. This product shift addresses a growing market demand for "crunchy and airy" textures that differ from standard chewy candy profiles.

In addition to texture, Mars is leveraging brand equity through shape-based seasonal variations. The TWIX brand will debut TWIX Skulls in both single and share sizes. Similarly, the company is expanding its SNICKERS Pumpkin offerings with a new Fun Size pack, reinforcing the success of moulded seasonal shapes in the impulse-buy and trick-or-treat categories.

Portfolio Expansion and Variety Packs

To capture a larger share of the Halloween retail market, Mars has curated a portfolio of over 60 variety bags. These offerings range from 15-count packs to 350-count bulk options, designed to meet diverse consumer needs for different celebration scales.

The company is also diversifying its fruit confectionery segment. This year, the Fun Size lineup will include SKITTLES Sours and Gummies. New variety mixes will also combine core brands like M&M’S Milk Chocolate and Peanut Butter Minis, as well as STARBURST and SKITTLES fruit blends, aiming to provide comprehensive solutions for household candy distribution.

The 2026 Mars Halloween product lineup includes:

New Innovations:

1. SKITTLES® POP'd Creepy Crunch

2. TWIX® Skulls

3. SNICKERS® Fun Size Pumpkins

New and Expanded Offerings:

• M&M'S® Fun Size Minis Chocolate Candies Variety Mix with Milk Chocolate and Peanut Butter

• SKITTLES® Fun Size Bags, now in SKITTLES® Sour and Gummies

• SKITTLES® Gummies Fun Size Variety Mix featuring Sour, Original and Wild Berry

• Fun Size Fruity Favourites Variety Mix featuring SKITTLES® Original and Wild Berry, and STARBURST® Original and FaveReds

Returning Halloween Staples:

• M&M'S® Milk Chocolate Pumpkin Pie

• M&M'S® Halloween Blends in Milk Chocolate, Peanut, and Peanut Butter

• SNICKERS® Pumpkins

• TWIX® and SNICKERS® Ghoulish Green

• SKITTLES® Shriekers

Market Trends and Seasonal Timeline

According to Tim LeBel, Chief Halloween Officer and Chief Customer Officer at Mars Snacking North America, the 2026 portfolio responds directly to consumer feedback requesting novel experiences alongside traditional staples. The "Halfway to Halloween" initiative serves as a strategic marketing anchor, allowing the brand to build momentum months ahead of the traditional October peak.

The 2026 lineup will include several returning products that have established strong seasonal performance, such as M&M’S Milk Chocolate Pumpkin Pie and the Ghoulish Green variants of TWIX and SNICKERS.

The full 2026 Mars Halloween lineup is scheduled for a phased rollout. Consumers and retailers can expect products to appear on store shelves and via digital commerce platforms starting this summer, aligning with the increasingly popular "Summerween" retail trend.