Intersnack has unveiled new limited edition Halloween SKUs for its two snack brands: Penn State and Pom-Bear.
Both are designed for retailers seeking to capitalise on Halloween.
In the US, Halloween is the third highest revenue producing retail event, generating around £4BN a year.
In the UK the Halloween market is now growing at twice the rate of that in the US.
Dave Wilson, head of marketing, said:
“Nearly two-thirds of children take to the streets around October 31 to trick or treat, and more than one in three families throw a Halloween party, so themed snacks are clearly an important part of the seasonal Halloween offering for any retailer.”
Pom-Bear’s 2011 Halloween themed edition generated 50% uplift in sales for the brand with no steal from its standard SKUs.
For 2012 the brand is once again offering a 6x19g multipack with a Halloween design in a new pickled onion flavour with an RRP of £1.39.
Penn State was relaunched early in 2012 with a new ‘Classic American’ positioning.
Dave Wilson, said:
“Our new brand proposition for Penn State is based on an accessible, relaxed and friendly ‘Classic American’ style, which of course also lends itself excellently to the Halloween season.
“There is considerable growth in the number of adults (18-34 yrs) now celebrating Halloween – this is a further great fit with Penn State given that this is a core target market for the brand in its new format.”
Last year, Penn State’s first Halloween limited edition outperformed its core range in the weeks prior to Halloween.
Building on that, the 2012 Penn State’s Halloween product is a 175g sharing bag of bespoke ‘web shape’ baked pretzels in a brand new ‘Devil’s Flame Roasted Chipotle Chilli’ flavour – with an RRP of £1.49.