Kinder catches Halloween fever in Ferrero first

Ferrero’s Kinder Halloween launch: Overview

• Ferrero launches first ever Kinder Halloween range targeting adults and children
• Research shows 57% of UK adults and 62% of US adults enjoy Halloween just as much as children
• Adultoween campaign targets adult Halloween celebrations including parties and spooky film marathons
• Halloween drives confectionery sales through impulse purchases, sharing occasions and gifting

Ferrero’s entering into the scary spirit, with the launch of its first ever Kinder Halloween range.

And while the products might be perfect for little ones, the confectionery giant’s also targeting grown-ups after finding that 57% of UK adults and 62% of US adults love the spooky season just as much as kids.

In efforts to serve what it’s not-so-catchily calling ‘Adultoween’, the confectionery giant’s releasing a Kinder Chocolate Mini Halloween Bag, featuring individually wrapped chocolate mini bars.

“Last year we identified the emerging ‘Adultoween’ trend, and now we’re seeing it evolve into a full cultural movement,” says Chad Stubbs, chief marketing officer for Ferrero North America. “Adults aren’t just participating in Halloween anymore – they’re truly embracing it as their own holiday. From carving out child-free celebrations to curating personal candy collections, adults are rediscovering the magic of Halloween in their own way.”

The move reflects the growing role seasonal occasions play in driving confectionery sales.

Halloween confectionery

Halloween remains one of the confectionery industry’s most important seasonal events, offering manufacturers and retailers a valuable opportunity to drive impulse purchases, sharing occasions and themed gifting.

Traditionally centred on trick-or-treating, it’s expanded to include adult celebrations, from parties and movie nights to social gatherings, creating additional opportunities for brands to extend their reach beyond families with young children.

“Halloween is one of our favourite moments at Ferrero, and it’s clear we’re not the only ones,” says Paolo Cantini Cortellezzi, head of marketing for Ferrero UK and Ireland. “Whether it’s a themed party with friends, a horror movie marathon on the sofa or getting the treats ready for trick or treaters knocking at your door, there are plenty of ways for adults to embrace the Halloween spirit.”