To prepare for Halloween ahead of the holiday, retailers must ensure they are stocked up on seasonal promotional food and drink to help drive sales, Aryzta Food Solutions and Coca-Cola European Partners (CCEP) has said.

Paul Whitely, head of marketing at Aryzta Food Solutions, said Halloween-themed treats are popular among younger consumers who are looking for sweet treats, such as muffins, during this period.

“Research showing that millennials who grew up celebrating Halloween are buying more items and spending more on average than other generations,” he said.

This is also true for the soft drinks category. Worth £320m in total retail value, Halloween is the third biggest retail event in the UK for soft drinks.

Simon Harrison, customer marketing director GB at CCEP, said: “Last year Fanta, [with on-pack Halloween graphics] grew by 23% in convenience during Halloween and this was accelerated by more consumers picking up Fanta Zero than ever before.”

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