Key takeaways:
- The National Confectioners Association is partnering with the White House again this year to hand out sweet treats during the annual South Lawn Halloween celebration.
- Shoppers are diving into spooky season earlier than ever, with nearly half starting Halloween prep in September and chocolate still reigning as the top treat.
- Brands like Pringles, McVitie’s, and Little Bites are leading 2025’s Halloween lineup with glow-in-the-dark packaging, limited edition flavors and themed bakes.
Halloween’s shaping up to be bigger – and definitely weirder – this year. Walk down any grocery aisle and you can already sense it: pumpkins stacked high, shelves stuffed with spiderweb cupcakes and an explosion of orange and black packaging as far as the eye can see. Even the White House is getting swept up in the fun.
On Thursday, October 30, First Lady Melania Trump and President Donald Trump will throw open the gates of the South Lawn for Halloween at the White House. The annual celebration draws thousands of families who come to wander past carved pumpkins, take in music from the US Air Force Strolling Strings and stock up on sweets provided by the National Confectioners Association. The NCA’s involvement reflects its continued work with the Administration to keep America’s confectionery front and center – especially on the year’s sweetest holiday.
Beyond the White House lawns, retailers are seeing the same early buzz. Consumer Digest reports that 88% of households plan to decorate inside, 84% outside and 85% will stock up on Halloween-themed snacks. Almost half of shoppers (42%) say they start celebrating as early as September – proof that spooky season keeps stretching longer every year.
As for what they’re buying? Chocolate remains the clear favorite (91% admit it’s their go-to), followed by chewy or fruity candy at 55%. But there’s more to this year’s Halloween than sugar alone – think creative collabs, wild packaging, and a few playful surprises. Here are seven new launches worth haunting your local shops for.
Pringles glows up
Pringles is literally lighting up spooky season with its first-ever glow-in-the-dark tubes. Available in Hot Hauntin’ Sour Cream and Hot Scary BBQ Ribs, these limited edition cans charge under a light, then shine when darkness falls.
The launch comes with a social media campaign starring footballer Cole Palmer and his sister Hallie, who take on a haunted-house snack hunt in true Halloween fashion.
“Halloween keeps getting bigger and bolder,” says Seanain McGuigan, Pringles brand manager. “Our iconic tubes have had a real glow-up and are perfect for parties, boo baskets, or just adding a bit of atmosphere.”
Available for a short time in Tesco, Asda, Morrisons, Sainsbury’s and Co-op across the UK.
Birds Bakery’s bewitching bakes
Derby’s beloved Birds Bakery is diving headfirst into Halloween with a handmade range that’s more charming than chilling. The lineup includes White Chocolate Ghost Lollies, Chunky Milk Chocolate Halloween Lollies, Milk Chocolate Frogs, Gingerbread Monsters and those cult-favorite Belgian Chocolate Mice in milk, white and strawberry. Prices start from just £1.20.
Also back by demand is the gooey Chocolate Orange Brownie – an autumnal bestseller. The collection’s available now across all Birds stores for a limited time.
The English Cheesecake Company’s toffee apple temptation
Autumn’s calling and The English Cheesecake Company has answered. Its Toffee Apple Crumble Cheesecake captures everything you love about fall desserts – crisp apple, creamy custard, sticky toffee sauce and a buttery crumble topping.
It’s indulgent, a bit nostalgic and built for sharing (though you might not want to). Pick one up now at Morrisons or order online via Ocado, priced at £5.99.
Founded in 1988 by Alan Laurier and Philip Weldon, the brand’s come a long way from dinner-party beginnings to supermarket staple status.
McGhee’s frightfully good biscuits
Scottish bakery icon McGhee’s has brought back its Halloween Empire Biscuits and fans are already snapping them up. Buttery shortcrust pastry, raspberry conserve, a glossy fondant top and chocolate skeletons and cobwebs – simple, nostalgic and perfectly spooky.
“Our Halloween empires have become a bit of a family tradition,” says commercial director Aisling McGhee. “They’re one of those products everyone in the bakery takes real pride in – and they disappear from shelves faster every year.”
Available now in Scotmid, Iceland, Spar, Morrisons (Glasgow area), One-O-One Convenience, Sainsbury’s and independents.
Cutter & Squidge’s ghoulish gifting range
Cutter & Squidge never misses a chance to put on a show and this year’s Halloween lineup is a feast for the eyes as much as the taste buds.
The S’mores Cake (£30.99) layers rich chocolate sponge and marshmallow filling beneath smooth ganache and golden crumble – with graham-style biscuits on the side for scooping. Then there’s the Graveyard Brownie Slab (£22.99), smothered in ganache and topped with chocolate ‘dirt’ and handmade skulls.
And the final fright? Eyeball Truffle Brownies (£11.99) – chewy bites dipped in white chocolate, rolled in green crumb and finished with a candy eye. They’re just creepy enough to make you grin before you dig in.
Order exclusively from Cutter & Squidge online.
Little Bites gets spooky
For the US crowd, Entenmann’s Little Bites has gone trick-or-treat mode with its Spooky Chocolate Chip Halloween Mini Muffins. Each multipack contains 20 individually wrapped pouches – great for classroom parties or late-night nibbling between costume changes.
They’re hitting shelves at Kroger, Walmart, and ShopRite, retailing for around $8.99.
McVitie’s revives a classic
McVitie’s Jaffaween Cake Bars are back and fans couldn’t be happier. Available in two flavors, Fang-Tastic Orange and Spine-Chilling Cherry, the bars blend light sponge, a tangy jelly center, and a rich dark chocolate coating.
“Our Jaffaween Cake Bars have always been a Halloween favorite,” says James King, marketing director, McVitie’s, pladis UK&I. “They’re the perfect mix of fun and flavor – ideal for trick-or-treating or a little snack-time mischief.”
Find them now in supermarkets across the UK, priced at £1.50 for a pack of five.
Flayva’s Fright Bites Festival takes over Dubai
Spooky season is taking over Dubai as Flayva at Al Ghurair Centre launches Fright Bites – seven nights of scares, street food and family fun.
The city’s buzzing food hall will be decked out with eerie photo zones, creepy lighting and themed eats from its roster of local favorites. On the menu: Meryenda’s Monster Drink (Dh15), Vietnamese Snack Food Café’s Bloody Pho and Ghostly Spring Rolls (Dh19 each), Hangry Joe’s Halloween Sando (Dh37), and Spice Grill’s Creepy Calamari with a Red Gaze mocktail (Dh38).
The week wraps up on October 31 with a Trick-or-Treat Food Crawl and Costume Parade, complete with prizes, giveaways and cosplayer appearances from Batman, Maleficent and Wednesday Addams.
Located in Al Ghurair Center, Flayva has fast become one of Dubai’s liveliest street food hubs, featuring more than 15 homegrown concepts including Siam Thai, Meryenda, Bacolod Inasal BBQ, and Dan Dan Noodles.
