Masterfoods is to run in-store Halloween activity during October to support its funsize chocolate confectionery brands – Mars, Maltesers, Twix, Milky Way, Snickers and Bounty.

Masterfoods says funsize sales currently represent 28 per cent of the take-home confectionery market.

The new initiative aims to underline the importance of Halloween in terms of chocolate purchasing as, according to Sam McElligott, trade relations manager at Masterfoods: “Halloween is becoming increasingly more important with increased media focus around ‘trick or treat’ rituals and party occasions for kids in particular.

“It also represents an excellent sales opportunity for retailers who create a captivating Halloween presence and prominent displays in-store.”

The Harry Potter Cauldron (rrp £4.99) is one product available as a Halloween limited edition. It contains a Chocolate Frog, a Liquorice Wand, two packs of Bertie Bott’s Every Flavour Beans, five Acid Pop Lollies, five Honey Dukes Best Chocolate and three bags of Fizzing Whizzbees.

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