Halloween 2024: Exploring the Latest Trends in the UK Food & Drink Scene

It is estimated that 17 million pumpkins will be bought this Halloween in the UK this year…

And at Elephants Cant Jump, we’re keeping a close eye on the evolving trends in Halloween food and drink each year. As the season has become a key time for innovation, brands are delivering unique, limited-edition items that appeal to a wide audience - ranging from kids to adults.

In-Store & Online

One standout is the Delicious Dessert Company’s new Halloween-themed range in Tesco, aimed at catering to peak seasonal demand. Many brands, in fact, have placed Halloween within the industry’s Golden Quarter, the last three months of the year, when retail activity and holiday shopping reach their peak.

M&S has introduced some especially eye-catching options, including their glow-in-the-dark Ghost Train tin filled with chocolate and spooky-themed treats like Ghostly Chilli Cheese Tortillas and Colin the Caterpillar with a Halloween-inspired makeover. Their “Squeal Deal” provides a selection of three Halloween items for ￡12, mixing classic and new products to capture shoppers’ attention.

In London, small businesses and specialty stores are embracing the season with bespoke, Halloween-inspired items. Donutelier is launching pumpkin-inspired doughnuts, while Hummingbird Bakery offers cakes decorated with vampire and ghost themes, perfect for Halloween gatherings or parties. Gourmet brands like Charbonnel et Walker and Cutter & Squidge are appealing to adult audiences with premium chocolates, biscuits, and cookies that bring a sophisticated touch to Halloween, balancing seasonal fun with quality ingredients and packaging.

The Evolution of Halloween Branding

The evolution of Halloween branding over the past 20 years highlights a major shift: brands are moving away from purely novelty-based treats toward more visually engaging and experience-driven offerings. Social media plays a huge role in this transformation. As platforms like Instagram and TikTok became popular, food and drink brands focused on visually appealing products that encourage customers to share their purchases online. This shift has led to a rise in items designed to be photogenic, from glow-in-the-dark packaging to DIY baking kits that let consumers actively engage with the Halloween spirit.

Health & Sustainability

Health-conscious options have also become a major trend, with brands now offering vegan, gluten-free, and lower-sugar options alongside their classic treats. This is reflective of broader consumer interest in better-for-you choices, even during typically indulgent holiday seasons. Brands such as M&S and Charbonnel et Walker are embracing these preferences, providing alternatives that appeal to a diverse range of dietary needs without compromising on the Halloween spirit.

Sustainability is another area where Halloween branding has adapted. Eco-friendly packaging and ethically sourced ingredients are now common in Halloween products, aligning with the preferences of eco-conscious consumers. This marks a contrast to earlier years when packaging and sourcing were not key considerations for seasonal items.

Conclusion

Overall, Halloween in the UK food and drink world is now an opportunity for brands to build lasting connections through quality, creativity, and ethical responsibility. This season is no longer just a novelty; it’s a showcase of how far brands have come in catering to more sophisticated, engaged, and diverse audiences.