Hershey has announced its 2026 Halloween lineup, which the company calls its largest and most diverse to date, with more than 20 innovations across chocolate, sweets, and salty snacks. What is new this year includes a Witch shape joining Kit Kat’s returning vampire Count, a Reese’s Sweet & Salty assortment, an Amazon-only Reese’s Pumpkin Bowl, and Hershey’s first broad push into Halloween salty snacks.
“Our Halloween leadership is earned long before consumers walk into a store,” said Katie DeCapria, head of Hershey’s Hersheyween program. “It comes from spending the entire year studying shopper behaviors, tracking emerging trends and understanding what people want from the season.”
New in Chocolate
Kit Kat’s spooky bars return this year as Kit Kat Count & Witch. The vampire Count is back, now joined by a new Witch, in two breakaway shapes and new single-serve pack types, along with regular and king size bars and a six-pack. Hershey’s Cookies ‘N’ Creme Fangs also return in a snack size, back for the first time since 2024. For a full-size mix, the Hershey Halloween All-Stars box collects 18 limited-edition shapes and flavors, including Reese’s Pumpkins, the Kit Kat Count and Witch shapes, Kit Kat Ghost Toast, and Jolly Rancher Gummies Trickies.
Reese’s Pumpkins, the pumpkin-shaped peanut butter cups, return as a seasonal favorite. New this year, the Reese’s Pumpkin Bowl packs 110 snack-size treats into a reusable pumpkin container and is sold only on Amazon.
Sweets: Fruity, Chewy, and Sour
On the sweets side, Hershey is adding Sour Strips to its seasonal portfolio for the first time, in a new Sweets Assortment Stand-Up Bag that also mixes in Jolly Rancher Gummies Trickies Minis, Jolly Rancher Gummies Minis, and Strawberry Twizzlers Twists. Jolly Rancher Gummies Trickies now come as snack-size Minis in individual sachets, in Halloween shapes and flavors including Green Apple, Blue Raspberry, Cherry, Grape, and Watermelon, with colors that do not match the flavor. Hershey is also selling Jolly Rancher Gummies Minis snack size and a Jolly Rancher Gummies Assortment of sweet and sour minis.
A First: Salty Snacks for Halloween
For the first time, Hershey is bringing a broad set of salty snacks to Halloween. Reese’s crosses into the category with Reese’s Sweet & Salty, a new assortment of snack-size Reese’s Dipped Animal Crackers, Reese’s Dipped Pretzels, and Reese’s Filled Pretzels.
Pirate’s Booty adds Boos & Bites, white cheddar puffs in ghost and monster shapes, along with Pirate’s Booty Trick-or-Treat snack packs. SkinnyPop is getting Halloween-themed packs. And LesserEvil, which Hershey now owns, joins the Halloween lineup for the first time with Pumpkin Spice Popcorn, Spooky Popcorn, and Spooky Spaceballs cheese corn puffs.
Where This Fits
Hershey built the lineup around its Unwrapping Halloween season report, which found that Halloween shopping now stretches across roughly a third of the year, from Summerween in the summer to Halloween night. HAN covered that report earlier this month. Hershey said the 2026 products are rolling out to shelves now and will be available all season, with pricing set by each retailer.
More 2026 Halloween Candy Coverage From HAN
Part of our Halloween Candy 2026 guide.
