Nostalgia is rising from the grave this Halloween as ‘Kidulting’, the spirited parent-powered demand for trick or treat sweets from yesteryear, is driving ‘bootilicious’ sales at Tangerine, the UK’s leading retro confectionery specialists.
Coventry-based IPP, Europe’s leading pooler of sustainable wooden pallets, has been ‘treated’ to year-on-year spikes in volumes, thanks to Tangerine’s double-digit sales increases of its best-selling Halloween ‘Booty Bag’ which has become a favourite door step offering - and the brand expect this to further increase in 2019.
Kidulting, the phenomenon of adults reminding themselves of their own childhoods and influencing the palates of their children, has seen retro sweets flying off the shelves faster than witches on broomsticks.
Russell Tanner, marketing and category director at Tangerine Confectionery, said: “The Halloween confectionery market has grown year on year over the last two years, and we don’t expect this growth to slow down. Last year, we saw sales of our best-selling Halloween bag fly off retailers’ shelves, and we’re expecting this year’s Halloween range to be even more successful.
“Nostalgia is a huge driver for the confectionery market. Parents and grandparents are keen to recreate their childhood memories of trick-or-treating with the next generation, and share with them the sweets they enjoyed when they were their age. The Barratt Halloween Booty Bag is ideal for this, offering variety and a functional, handy format – fit for greeting trick-or-treaters of all ages!”
This year, Tangerine is offering a selection of Barratt ‘heroes’, including Fruit Salad, Refreshers and Wham bars in 180g Halloween-branded sharing bags.
Appealing to the ‘big kid’ inside us all, Barratt’s 400g Booty Bags also contain the classic favourites, as well as some twists on the original, including Wham mini chews, and a selection of ball lollies including – Dip Dab, Refreshers, Fruit Salad, Black Jack and Mini Refreshers to sate the appetites of the zombies, vampires, werewolves and ghosts travelling door-to-door on October 31.
Phil Storer, the UK and Ireland director of IPP, said: “We all fondly remember the sweets that put a smile on our faces when we were growing up. Tangerine Confectionery is successfully tapping into this nostalgic zeitgeist and demand is such that we are working through the witching hour to make sure there are enough of the retro sweets to go around – it would seem nostalgia is well and truly making a comeback!”