Mars unwraps 2025 Halloween candy line-up early

A selection of Mars' new 2025 Halloween line-up. Credit: Mars

Mars has unveiled its 2025 Halloween range as part of its Halfway to Halloween campaign, celebrating the spooky season six months early with a thrilling lineup of limited-edition products and a fresh look at consumer behaviour.

The move coincides with the release of the second annual Mars Tricks, Treats and Trends report, developed in partnership with Ipsos.

The findings confirm that Halloween remains America’s top treating moment, with 95 percent of those celebrating planning to buy candy – chocolate being the undisputed favourite.

Tim LeBel, Chief Halloween Officer and President of Sales at Mars Wrigley North America, said:

At Mars, we think about Halloween year-round and increasingly we are seeing consumers embrace the spooky season early as well. As the authority on Halloween, Mars has something for every ghost and ghoul no matter how… or how early… you celebrate this year.”

The research highlights that Gen Z and Millennials are leading the charge when it comes to early Halloween planning. Nearly one in 10 from these groups are already thinking about their celebrations and they’re more likely to grab seasonal products the moment they appear online or in-store. On average, they begin preparations nearly two months in advance, helping to fuel the growing Summerween trend.

2025 line-up reveal

Chocolate remains king of the cauldron. According to the report, 80 percent of Halloween candy purchasers choose chocolate, and Mars is catering to this demand with new and returning products. Fan-favourite M&M’S Milk Chocolate Pumpkin Pie is back, while a new Halloween Blend is being launched in Milk Chocolate, Peanut Milk Chocolate and Peanut Butter Milk Chocolate varieties.

But it’s not all about chocolate. Gen Z and Millennials show a higher preference for fruity, gummy and sour sweets than other generations. To meet this demand, Mars is introducing new variety packs featuring brands like Starburst, Skittles and Life Savers.

Halloween-themed packaging continues to drive purchases too, with half of consumers typically buying themed treats. This year sees the debut of Snickers Pumpkins in a new six-pack format and M&M’S Peanut Butter Fun Size giveaway bags, aimed squarely at trick-or-treaters.

Returning seasonal staples also include the Ghoulish Green Twix and Snickers, along with the tangy Skittles Shriekers – adding a haunting twist to Mars’ classic offerings.

The new variety packs combine some of the most iconic Mars treats in seasonal assortments. Options range from all-chocolate mixes including Snickers, Milky Way, Twix and 3 Musketeers to fruity blends like Starburst FaveReds, Skittles and Skittles Wild Berry. Even gum fans are catered for with combinations featuring Hubba Bubba and Life Savers.

With this expanded portfolio, Mars aims to satisfy every kind of sweet tooth this Halloween.