The Hershey Co. is expanding its Halloween portfolio for 2026 with more than 20 seasonal innovations across chocolate, sugar confectionery, and salty snacks.
The company says the lineup reflects a longer Halloween season and demand for a broader range of flavors, textures and formats. Hershey research finds 72 percent of parents are likely to purchase gummies early in the season, while 68 percent expect to purchase fruit chews and 61 percent plan to purchase sour strips or belts.
“Our Halloween leadership is earned long before consumers walk into a store,” says Katie DeCapria, head of Hersheyween at The Hershey Co. “It comes from spending the entire year studying shopper behaviors, tracking emerging trends and understanding what people want from the season.”
Among the new sugar confectionery offerings is a Sweets Assortment Stand-Up Bag, which marks the addition of Sour Strips to Hershey’s seasonal portfolio. The assortment also contains Jolly Rancher Gummies Trickies Minis, Jolly Rancher Gummies Minis and Twizzlers Strawberry Twists.
Jolly Rancher Gummies Trickies Minis Snack Size feature Halloween shapes and colors that do not correspond with the gummies’ flavors, adding a guessing element to the eating experience. Varieties include Green Apple, Blue Raspberry, Cherry, Grape and Watermelon, and the gummies come in individual sachets.
Jolly Rancher Gummies Minis Snack Size are fruit-shaped gummies featuring the brand’s fruit flavors in a poppable format.
A new Jolly Rancher Gummies Assortment combines sweet and sour varieties, including Jolly Rancher Sour Gummies Minis, Gummies Trickies Minis, Gummies Minis and Sour Gummies Minis Awesome Reds.
Hershey is also adding new formats and assortments across its chocolate brands. Kit Kat Count & Witch returns with the brand’s chocolate-covered wafers molded into two break-apart Halloween shapes. The seasonal product is offered in regular- and king-size bars as well as six-count packages.
Hershey’s Cookies ’N’ Creme Fangs Snack Size returns to the Halloween lineup for the first time since 2024. The seasonal pieces feature the brand’s Cookies ’N’ Creme formulation in fang shapes.
The new Hershey Halloween All-Stars assortment contains 18 full-size seasonal products, including Reese’s Pumpkins, Kit Kat Count & Witch, Kit Kat Ghost Toast and Jolly Rancher Gummies Trickies.
Reese’s Pumpkins also return with the brand’s milk chocolate and peanut butter combination in pumpkin shapes. A new Reese’s Pumpkin Bowl contains 110 snack-size pieces in a reusable pumpkin-shaped container.
Salty snacks are playing a larger role in Hershey’s Halloween portfolio this year as the company targets occasions beyond traditional candy distribution.
New Reese’s Sweet & Salty assortments contain snack-size packages of Reese’s Dipped Animal Crackers, Reese’s Dipped Pretzels and Reese’s Filled Pretzels. The cross-category assortment combines chocolate and peanut butter with crunchy, salty snack formats.
Pirate’s Booty Trick-or-Treat features the brand’s aged white cheddar puffs in individual snack-size packages, providing a savory alternative to confectionery.
Pirate’s Booty Boos & Bites also feature aged white cheddar flavor, with the puffs formed into ghost and monster shapes and offered in snack-size packages.
SkinnyPop Halloween Packs contain individually packaged popcorn in Halloween-themed packaging for seasonal snacking and sharing occasions.
LesserEvil is joining Hershey’s Halloween portfolio for the first time with three seasonal offerings. LesserEvil Pumpkin Spice Popcorn combines popcorn with cinnamon and spice notes, while LesserEvil Spooky Popcorn features the brand’s popcorn in Halloween-themed individual packages.
LesserEvil Spooky Spaceballs are light, airy cheese corn puffs in Halloween-themed packaging. The products are designed for parties, trick-or-treating and other seasonal snacking occasions.
Hershey says its research indicates interest in fall flavors begins well before Halloween, with 52 percent of adults and 67 percent of parents seeking fall treats, beverages or flavors by late September.
