Fox’s Burton’s Companies (FBC) is launching Party Rings ‘Trick or Treat’ Minis, its first Halloween edition for the children’s biscuit brand.
Trick or Treat Minis feature bite-sized biscuits in Halloween-inspired shapes, including bats, cats, and pumpkins. Each biscuit is topped with seasonal icing colours.
Available in a ten-pack of mini bags, the format is ideal for those expecting trick-or-treaters or hosting a Halloween get-together.
The NPD builds on the strong performance of the Party Rings’ Minis range, which is now worth £14m, growing at 4% vs year average and outperforming the overall mini’s segment. It also follows the launch of ‘Under the Sea Minis’, a sea-themed innovation that introduced new shapes to the portfolio for the first time earlier this year.
David Hebson, Trade Marketing Director at FBC, said: “We’re thrilled to bring a seasonal twist to the much-loved Party Rings Minis with our new ‘Trick or Treat’ edition. Following the fantastic response to our ‘Under the Sea’ Minis earlier this year, this latest launch continues our journey of playful innovation during a year of packaging refreshes now live in stores. Halloween is a huge seasonal moment traditionally dominated by confectionery, and we’re excited to bring one of the UK’s most iconic biscuit brands into seasonal aisles.”
“It also reflects our wider brand momentum — with exciting product development, refreshed packaging, and major marketing support helping us connect with new and loyal consumers alike.”
The ten-pack of mini bags (10 x 21g per bag) are rolling out in Asda, Tesco, Sainsbury’s, and multiple discounters with an MRSP of £2.10.
