Tangerine’s new product launches for Halloween
The 450g Barratt Halloween bucket contained a mix of consumer favourites, including refresher Rolls, Dip Babs, Fruit Salad bars and classic sweets such as cola bottles, foam shrimps and foam bananas. Tangerine positioned the bucket as a best seller this October.
Tangerine has also revamped its Barratt Halloween Bag with new artwork and features a range of retro sweets. The relaunch followed 8.2% sales growth of the Halloween bag format in 2017, according to market research company IRI.
Halloween market growth
Russell Tanner, marketing and category director at Tangerine Confectionery, said: “The Halloween confectionery market has grown by 34% over the last two years and we don’t expect this growth to slow down.
“Last year we saw sales of our best-selling Halloween Bag fly off retailers’ shelves, and we’re expecting this year’s Halloween range to be even more successful.”
Tangerine said it had also identified a trend of ‘kidulting’ – adults looking to treat themselves and escape everyday stresses with sweets that they remember from their childhoods.
The manufacturer pinpointed Halloween as the perfect opportunity for adults to explore inner ‘big kid’, positioning its new launches as a way for them to share their memories of their youth with their children.
Driven by nostalgia
Tanner added: “Nostalgia is a huge driver for the confectionery market. Parents and grandparents are keen to recreate their childhood memories of trick-or-treating with the next generation, and share with them the sweets they enjoyed when they were their age.
“The Barratt Halloween Bucket is ideal for this, offering variety and a functional, handy format – fit for greeting trick-or-treaters of all ages!”
Meanwhile, Tangerine Confectionery’s five UK factories, together with candy brands including Barratt Black Jack, Dip Dab and Refreshers, have been sold to Valeo Foods Group.
