Dust down your broomsticks and fatten those pumpkins – Halloween is almost nigh!
That's right, the spookiest day of the calendar year is once more upon us and it's looking full of the creatively creepy concoctions we've come to expect of the occasion. Read on for three of our key takeouts from this year's Halloween sesonwatching report:
- Stretching the Season: Halloween's home as an autumnal celebration is being thrown out of the window as brands use the occasion to fill the "celebration gap" between Easter and Christmas. Pumpkin spice and toffee apples now adorn menus in the middle of August under the guise of 'Summerween', while products such as Twix's 'Hallowmas' treat pack and Sweethearts' new 'Ghosted' candies look to piggyback on Halloween to blur the lines between calendar occasions.
- Frighteningly FunctionalL Sugar-laden offerings are giving way to better-for-you options that retain the gloriously gothic aesthetic of Halloween while delivering on the nutrition front. From PSL protein powders to fibremaxxing meal options, via allergen-friendly treat packs that keep kids with dietary needs food-safe when knocking on neighbourhood doors, 'healthy-ween' is here and it's piling on the gains!
- Mourning Meals: They say it's the most important meal of the day, and who are we to argue? Breakfast options are trending across foodservice as the go-to meals for all day enjoyment, and Halloween offerings are no exception. From creepy croissants to skull-shaped eggs on toast, glow-in-the-dark cereal to pumpkin head crumpets, producers are betting big on breakfast with creative takes on everyday favourites that can be enjoyed anytime, anywhere. How do we like our eggs in the morning? Petrifried!
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