Fox’s Burton’s Companies is relaunching the spooky variety of its Party Rings minis after a successful debut in 2025, which brought over 200k new shoppers into the brand, and over £650k in incremental sales to the category in just eight weeks.[1]
Landing back in stores on 25th August, the product features bite-sized biscuits with vibrant seasonal icing in fun Halloween-inspired shapes, including bats, cats, and pumpkins.
The return is expected to be well received by shoppers, after many shared their love for the seasonal variation on social media in 2025, with one shopper calling them a “perfect Halloween snack” while another added, “These really are delicious!”[2]
Jo Harwood, Chief Sales and Trade Marketing Officer at FBC, commented:
“Halloween has turned from a one-day event into a six-to-eight-week trading opportunity in recent years. Shoppers embrace the occasion earlier and looking for affordable, fun ways to get into the spooky spirit, giving retailers an extended selling window.
“We saw the appetite for Party Rings Trick or Treat Minis first-hand last year, so we’re excited to be bringing them back for 2026. With a proven track record of driving incremental sales and recruiting new shoppers, they’re a must-stock for retailers looking to maximise sales throughout spooky season.”
The product will be stocked in Tesco group (Inc Booker), Sainsbury’s, Asda
Waitrose B&M retail, Farmfoods,T J Morri and Poundland, and will MRSP at the same price as last year – £2.10 for a ten-pack of mini bags (10 x 21g per bag) and promo at £1.75.
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Numerator By Worldpanel, Total Market, 8wks to 2.11.25
- https://www.facebook.com/newfoodsuk/posts/trick-or-treat-party-rings-minis-spotted-at-home-bargains-/1321835019383448/
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