Hershey Unveils Halloween Lineup Featuring Nostalgic Collaborations And New Treats
The Hershey Company is set to make this Halloween season a thrillingly sweet experience with a new product lineup that blends nostalgic collaborations with innovative new shapes. The company announced a multi-faceted offering that includes a celebration of a beloved animated classic, a return to the wizarding world, and the introduction of a spooky new shape from the KIT KAT® brand.
Leading the charge is a nostalgic partnership with Peanuts® to celebrate the iconic special, "It's the Great Pumpkin, Charlie Brown." REESE'S Pumpkins and REESE'S Miniatures will feature the familiar faces of the Peanuts® gang, bringing a touch of heartwarming tradition to the holiday.
Adding a magical twist to the season, Hershey's is bringing back its popular Harry Potter™ inspired chocolates. The HERSHEY'S Cookies 'n' Crème Harry Potter™ Magical Friends Collection will feature fan-favorite characters such as Hedwig, Dobby, Buckbeak, and Fawkes, allowing consumers to bring a bit of the wizarding world into their Halloween festivities.
Finally, the KIT KAT® brand is introducing a new spooky shape to its lineup. The new KIT KAT® Counts are designed to encourage sharing and will be available in both snack and jumbo size assortment bags, joining a host of iconic chocolate shapes. This new shape, along with the other seasonal favorites, is part of Hershey's strategy to provide a diverse and exciting range of treats for the Halloween holiday.
Navigating A Challenging Financial Landscape
The Hershey Company's recent Halloween lineup news, while seemingly a positive step, arrives as the brand navigates a challenging financial landscape. The company’s second-quarter 2025 financial results revealed a mixed performance, with a significant increase in consolidated net sales (up 26.0%) but a sharp decline in reported net income (down 65.2%) and a modest decrease in adjusted earnings per share (down 4.7%). Competitors faced similar headwinds: Mondelez, a key rival, reported a 7.7% rise in net revenues for its Q2 2025 (quarter ended June 2025), but its gross profit margin still decreased by 80 basis points. For its first nine months of fiscal year 2024/25 (ended May 31, 2025), chocolate giant Barry Callebaut reported a massive 56.7% revenue increase (in CHF) driven by price hikes, yet its global chocolate volumes still dropped by 5.1%. In Asia, both Delfi and Lotus Chocolate also reported significant profit declines for their first half of 2025 and Q2 ended June 2025, respectively, with Delfi's net profit dropping 37.7% and Lotus's 64.5%. These numbers show that the headwinds, particularly from soaring cocoa prices, were a global issue affecting the entire confectionery market in the first half of 2025.
Strategic Moves In A Competitive Market
Despite the headwinds, Hershey's remains a powerhouse in the U.S. confectionery market. The brand holds a commanding market share exceeding 10%, with its sub-brand Reese's holding a significant share as well. The Halloween lineup reinforces Hershey's leading market position, particularly within a critical seasonal category.
Beyond the Halloween announcements, Hershey's has been proactive with several other strategic initiatives this year, leaning heavily into product innovation and collaborations, as seen with the new Hershey’s Milk Chocolate with Caramel Bar, the limited-edition Hershey's Kisses Cinnamon Toast Crunch, and the highly anticipated Reese's Oreo Cup. The Reese's Oreo Cup is particularly significant as it marries two beloved brands, capitalizing on the popularity of both to create a "reimagined" classic. The company has also expanded into new market segments, with its One brand releasing a new Hershey’s Double Chocolate-flavored protein bar with only one gram of sugar, targeting health-conscious consumers. These initiatives, coupled with the company's announced double-digit price increases, are all aimed at driving revenue growth and improving the bottom line despite the broader economic headwinds.
Hershey's main competitors such as Mars Wrigley (M&M's, Snickers, Twix) are also vying for market share. M&M's, a key rival, is a leading brand in the milk chocolate segment by market share. These competitors are not standing still. Mars Wrigley is leveraging its key brands with seasonal and limited-edition products, such as the new M&M’S® Halloween Blends and the new Twix Snickerdoodle, which taps into the nostalgia of a classic cookie flavor. Snickers is maintaining its brand visibility through long-term partnerships, like its third consecutive year as the official chocolate bar of the Orange Blossom Classic, which helps build brand loyalty and community connection.