Mars recently launched Skittles POP’d Creepy Crunch, which are a new flavor of the freeze-dried candy, along with Twix Skulls and Snickers Fun Size Pumpkins
Credit: Mars
NEED TO KNOW
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Mars released its 2026 Tricks, Treats and Trends Report, sharing insights into Halloween candy consumer behavior
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The company is rolling out over 120 Halloween-themed items, including new Skittles POP’d Creepy Crunch and Twix Skulls
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Returning favorites include green Snickers and Twix Bars, pumpkin pie-flavored M&Ms, and Halloween blend M&Ms
Mars is offering a deeper look into how consumers are approaching Halloween candy.
The candy giant released its 2026 Tricks, Treats and Trends Report on July 23, reporting on the current status of the Halloween candy market. The report, shared with PEOPLE, offers insights into the brand’s Halloween lineup of everything from green Twix to pumpkin pie-flavored M&Ms to a new flavor of Skittles POP’d.
“Halloween isn’t a day, it’s a season,” 57% of U.S. adults believe, according to the report, which was based on consumer data from an online survey of U.S. adults.
The company noted that a majority of Gen Z, Millennials and Gen X individuals “actively seek out seasonal flavors, colors, or shapes when they snack.”
The report also said that 75% of adults think sharing a candy bowl provides connection and community, noting that 66% would buy their favorite Halloween candy all year long.
Credit: Mars
Accordingly, in a “Halfway to Halloween” announcement on May 6, Mars shared its new Halloween-themed candies while announcing a Halloween lineup including over 120 items, according to a press release.
The new products included Skittles POP’d Creepy Crunch, which are a new flavor of the freeze-dried candy, along with Twix Skulls and Snickers Fun Size Pumpkins.
Mars is also bringing back its “Ghoulish Green” Snickers and Twix Bars for the season.
The green versions of the treats feature a green nougat and cookie, respectively, with the same flavors as the original items.
Also returning to the scene are milk chocolate pumpkin pie-flavored M&Ms and black and orange Halloween blend M&Ms in regular, peanut butter and peanut flavors.
The brand is also selling “shriekers!” Skittles packages, which feature sour Skittles, and over 60 variety bags decorated with Halloween imagery.
Credit: Mars
The fun-size variety bag lineup now also features Skittles Sours and Gummies, the release said.
Per a representative of Mars, the Halloween candies are already rolling out in stores.
In its Tricks, Treats and Trends Report, Mars found that 71% of U.S. adults “crave highly textural” treats, while 58% want “extreme” flavored ones.
This finding seems to provide the reasoning for candies like Creepy Crunch Skittles POP’d, given its extreme flavors and textures.
A spokesperson for the brand said in the May release that the company’s new items reflect the demands of consumers, including a desire for innovative textures.
Last fall, the brand announced its first-ever freeze-dried candy, M&M’s POP’d. The candy was caramel-infused and featured a “light, crispy crunch,” Mars said at the time.
The Halloween-themed candy innovations from the brand follow a film-themed product it launched earlier this year.
On April 29, M&Ms announced an All Cerulean pack in honor of The Devil Wears Prada 2‘s release, nodding to Meryl Streep‘s monologue about the specific shade of blue in the first film.
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