Slideshow: Halloween innovation moving beyond chocolate

KANSAS CITY — The food and beverage industry is introducing a slew of Halloween-inspired offerings ahead of the holiday.

Non-chocolate candy is continuing to gain momentum during Halloween due to higher cocoa prices creating cost pressures for chocolate products. In 2025, chocolate candy accounted for 51% of Halloween confectionery sales while non-chocolate candy accounted for 49%, a change from a 55% share for chocolate and 45% share for non-chocolate candy the year prior, according to Circana.

“We’ve also seen momentum around more sensory and experiential products,” said Sally Lyons Wyatt, global executive vice president and chief adviser, consumer goods and foodservice insights at Circana. “Shape, texture, color and interactive elements are becoming increasingly important, and people always like limited-time offers, collaborations, and seasonal flavors.”

Wild Gainz is one manufacturer capitalizing on the non-chocolate momentum with its functional wild peach creatine gummies. Inspired by the nostalgia of fuzzy peach candy, the sugar-free product contains 5 grams of creatine monohydrate per serving.

Foodservice operators additionally are tapping into the spooky season, with the week of Halloween providing a 0.6% lift in transactions compared to the prior week, according to Circana. Those operators that offer delivery services are especially likely to benefit, as consumers are 23% more likely to order delivery from restaurants on Halloween compared to a regular day.

“It should be a big day for pizza chains and other delivery/takeout dependent restaurant formats,” said Brooks Berrodin, director of foodservice insights at Circana. “In general, restaurants that lean into the holiday and have fun with spooky-themed promotions do well.”

Wingstop, for instance, partnered with Mondelez International, Inc. to create a Sour Patch Kids collaboration. The limited-time Wicked Punch wings feature a sweet and sour redberry glaze and are topped with Sour Patch Kids bits.

“For the Sour Patch Kids brand, Halloween usually means owning the candy bowl,” said Lauryn McDonough, senior director of candy at Mondelez International. “This year, the Sour Patch Kids brand decided candy wasn’t enough.”

Tropical Smoothie Cafe debuted the Fanta Phantom Smoothie in collaboration with The Coca-Cola Co., marking the smoothie chain’s first-ever Halloween menu item. The beverage features mango, banana, nonfat yogurt, cinnamon, Fanta Orange-flavored syrup and purple popping boba pearls.

“When we thought about bringing Fanta Orange into a smoothie, we knew we wanted to do something unexpected,” said Deborah von Kutzleben, chief marketing officer for Tropical Smoothie Cafe. “Together with The Coca-Cola Co., we took that iconic orange flavor and blended it with our tropical ingredients to create a one-of-a-kind smoothie experience.”