See’s Candies is ushering in the autumn season in Taiwan with the launch of its limited-edition Pumpkin Spice Lollypops, positioned as an exclusive seasonal indulgence. The flavor brings the brand’s fall lineup to the Asia market following its return in the U.S., where Pumpkin Pie Truffles and Pumpkin Spice Lollypops were reintroduced in late September.
The fall release in Taiwan builds on a year of diverse brand activity for See’s. In the U.S., the company has pursued collaborations beyond its traditional boxed chocolates, most notably a tie-up with McConnell’s Fine Ice Creams, which debuted flavors such as PB&J with Peanut Butter Patties and Brown Sugar with Milk Bordeaux™. See’s has also leaned into social impact, partnering with the 15/10 Foundation in August to support shelter dogs, while expanding its retail footprint with a new shop opening in St. George, Utah.
These seasonal and year-round initiatives are part of a wider competitive landscape where chocolate makers are increasingly relying on limited-edition flavors, cultural references, and collaborative formats to engage consumers. Lindt in the U.K. has launched Lindor Shortbread Truffles, while Canada’s Chocolate Pearl is offering Apple Cinnamon Caramel Pearls and Pumpkin Truffles. In Japan, Mary Chocolate and ROYCE’ spotlight chestnut, sweet potato, and persimmon, while Rocky Mountain Chocolate Factory in the U.S. is reinterpreting desserts like baklava and gianduja for autumn.
Industry Trends & Themes
Pumpkin Spice As A Seasonal Classic: Returns across See’s, Läderach, Stone Grindz, and Chocolate Pearl, showing continued consumer pull.
Nostalgia And Comfort Foods: Lindt’s shortbread, Rocky Mountain’s baklava and gianduja marshmallow, and Lulubee’s banana bread and s’mores appeal to tradition.
Limited Editions Driving Urgency: Nearly every brand highlights scarcity with terms like “limited,” “autumn-only,” or “special release” to prompt seasonal purchasing.
Textural Innovation: Rocky Mountain’s kataifi dough crunch, Lulubee’s Biscoff cookie crust, and Salt & Sugar’s cinnamon praline layers highlight texture as much as flavor.
Cultural Localization: While See’s pushes pumpkin in Taiwan, Lindt leans into British shortbread and Japanese chocolatier ROYCE’ amplifies chestnut and sweet potato, tailoring seasonality to cultural tastes.