Tax free World Association (TFWA) is one of the most exciting events in the confectionery calendar, and 2025 did not disappoint.
Under blazing September sunshine - because Autumn has most definitely not arrived in the south of France - the biggest names in confectionery showed exactly why they’re the best in the world.
Here are our top launches from TFWA...
Mars twists Twix
Mars made waves at TFWA with a bold twist on one of its most iconic products - Twix. The new Twix Hazelnut Minis blend the classic caramel and biscuit combo with a rich hazelnut flavour, offering a fresh take on a beloved favourite.
Launching this month across travel and domestic retail, the product signals more than just a flavour update - it hints at a strategic shift for the confectionery giant. By innovating within its heritage brands, Mars could be setting the stage for a wave of nostalgic reinventions, tapping into consumer love for familiar names with a modern edge.
Ferrero goes sugar free
Confectionery favourites, Ferrero Group, is dipping its toes into the sugar-free sector, with its brand new range of sugar-free Tic Tacs.
The Italian brand is starting off with three flavours - one minty and two fruity - to see what its customers think.
But, perhaps most interesting about the launch, is that Ferrero’s not shouting about its sugar-free status. ‘Sugar Free’ is written in small letters, on the corner of the pack, meaning there’s every chance customers will miss it, and instead be drawn in by the new flavour options.
We’ll be watching to see what Tic Tac’s loyal customer base makes of the new varieties.
Halal-friendly Haribo
Haribo offered a tantalising glimpse into its future with the reveal of halal-friendly gummies at TFWA.
The new Haribo Fizz Mix is made using beef gelatine instead of pork, making it suitable for Muslim consumers - a significant move for the German confectionery giant as it seeks to broaden its global appeal.
While the product retains the brand’s signature fizz, it also reflects a growing demand for inclusive treats that cater to diverse dietary needs.
Set to launch worldwide early next year, this innovation could mark the beginning of a new chapter for Haribo.
Lindt loves pistachio
Swiss chocolatier Lindt is embracing the pistachio craze with a luxurious new range of pistachio - flavoured chocolates, including its signature Lindt balls and premium chocolate bars.
Building on its Dubai-style collection, this launch reflects the brand’s keen awareness of global flavour trends and consumer demand for indulgent, nut-forward profiles.
Pistachio has emerged as a hero ingredient in confectionery over the past year, celebrated for its rich taste and premium positioning. Lindt’s move not only reinforces its commitment to innovation but also its ability to stay ahead of evolving palates in key international markets.
Reese’s gets gifting
The Hershey Company is doubling down on the gifting trend with its peanut butter powerhouse, Reese’s.
The brand’s latest launch introduces “gift-sized” packets designed to tap into the emotional and seasonal appeal of chocolate as a go-to present.
While gifting has long been a strong category in confectionery, recent market shifts - particularly the cost-of-living crisis - have reignited interest in affordable luxuries. Consumers are increasingly turning to small indulgences that offer comfort without breaking the bank, and Reese’s is positioning itself perfectly to meet that demand.
With eye-catching packaging and a focus on shareability, this move could help Reese’s expand its footprint beyond impulse snacking into more occasion-driven consumption.
As the sun sets on TFWA 2025, it’s clear the confectionery industry isn’t just keeping pace, it’s leading the charge in innovation.
With bold flavours, inclusive offerings, and clever category shifts, these launches prove that even the most-established brands aren’t afraid to shake things up.
And the year ahead promises to be just as exciting.
We’re looking forward to seeing what ISM in Cologne, and the Sweets and Snacks Expo in Las Vegas have in store.
Will you be there? We’d love to meet you and discover your latest confectionery innovations.
