Hershey has been releasing bold and experimental flavors for decades, but now, the company is taking its candy offerings to the next level by rolling out limited-edition shapes and seasonal twists across multiple of its beloved brands, creating buzz like never before.
For this year's Halloween, Hershey is giving Kit Kat a spooky makeover by introducing a new festive candy, unlike anything the brand has ever offered.
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Kit Kat has long been known for its wide variety of limited-time national flavors, like Mint + Dark Chocolate, Blueberry Muffin, and Birthday Cake. International markets have seen even cooler offerings, including Matcha, Banana, and Taro.
However, for Halloween 2025, Hershey is launching the first-ever vampire-shaped Kit Kat, giving a festive twist to its classic milk chocolate-covered wafer. While the shape is new, the flavor will remain the same.
Related: Hershey teams up with Costco to make a dream candy combo
Along with the new vampire-shaped Kit Kat, the brand is also releasing the Witch's Brew, Ghost Toast, Breaking Bones, and Pumpkin Pie Kit Kats, all of which can be purchased nationwide at Walmart (WMT) and other retailers.
Hershey replicates Reese's seasonal success with Kit Kat's latest holiday candy release
This latest move looks to be inspired by the success of Reese's, Hershey's (HSY) most popular brand, which has mastered the holiday-themed candy game for years.
From pumpkins, bats, and ghosts for Halloween to heart shapes for Valentine's Day, egg-shaped candy for Easter, and snowmen for Christmas, Reese's has turned seasonal candy into an annual tradition, becoming a major sales driver for the company.
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With Kit Kat releasing its first-ever seasonal shape, Hershey looks to be replicating Reese's winning strategy, transforming another fan-favorite brand into a holiday staple.
While Reese's remains Hershey's best-selling brand, Kit Kat may be among the most cost-effective in the current economic climate due to its wafer filling, which allows it to use less cocoa than most other chocolate products, an advantage amid soaring cocoa prices.
Hershey devises a successful strategy to navigate the cocoa crisis
The chocolate industry has been hit hard by several global challenges, including supply chain disruptions, inflation, and tariffs. Cocoa prices in particular have surged due to unpredictable weather fluctuations in West Africa, which produces around 70% of the world's cocoa. These challenges have affected production since last year, leading to shortages and significant price hikes.
To stay competitive, Hershey has been diversifying its portfolio and revenue streams by expanding into other categories and forming strategic partnerships. The company has also incorporated different ingredients like peanut butter, caramel, and wafers into its products, reducing its reliance on cocoa.
Related: Hershey creates first-ever seasonal new candy ahead of Halloween
So far, this strategy is paying off. In the second quarter of fiscal 2025, Hershey's total net sales were up 26%, and its North America confectionery sector increased 32%, beating analysts' expectations.
Through seasonal offerings and innovations, Hershey has proven to be steering its business in the right direction, despite a challenging market.
Related: Target thinks cheap prices can help it win Halloween
