Halloween’s Best Candy Brands

Even if you’re past the age where you dress up and stalk around your neighborhood once a year to demand candy, you’re probably going to eat at least a couple handfuls of candy during the month of October. Which got us thinking, what is the best Halloween candy brand. We couldn’t come to a consensus – you could say it was a sticky situation –and so we thought we’d share our various perspectives.

Andy: M&M’s

For taste, Mike and Ike is the best. But, for branding, M&M’s is the best, especially at Halloween. M&M/Mars long ago gave up on trying to sell you on taste – and let’s be fair, while Peanut M&Ms are still a great go-to, you’re not getting the freshest chocolate when you crunch a couple of Plain M&M’s between your teeth.

But, the brand is so ingrained now, they can take some risks and have some fun, thanks in large part to the giant humanized candy characters that star in all of their commercials. Whether you like Red’s frenzied Joe Pesci-like attitude, Yellow’s local-yokel innocence, or Green’s sassy flair, the characters are funny enough to make you forget that you basically never see someone eat an M&M in a commercial anymore. There’s also the M&M’s logo itself, which might be the best candy logo of all time. Basically, when you say the word “candy,” even if I don’t end up eating them, the first sweet treat that pops into my head is M&M’s.

Olivia: Candy Corn

Well, since we’re talking about Halloween, I’ll be the first to say it – candy corn is terrible. It tastes like feet. Did you know it was originally called, “Chicken Feed”? Feed, feet – close enough. C’mon people, the third ingredient is wax. But, for a nearly 140-year-old candy, I have to admit the branding is strong. In a nationwide survey, 1 out of 5 people said: “I don’t like it, but it’s an important part of Halloween.”

Candy corn is the top-searched candy on King Google. It’s literally its own logo; seriously, try to find one. There’s apparently candy corn pizza – both inspirational and actual (gross). Even Andy’s beloved M&M’s have to give honor where honor is due. Also, October 30 is officially National Candy Corn Day (why?). As divisive as candy corn is, 9 billion kernels, also known as 35 billion pounds, of candy corn are sold each year. TBD on if 9 billion kernels are eaten.

Tom: Skittles

The nation’s most popular non-chocolate candy should get some serious consideration as the top candy brand. No, it’s not Twizzlers, though those are underrated, but rather the number one spot goes to Skittles. Next year marks the 25th anniversary of the iconic and enduring “Taste the Rainbow” ad campaign.

Over the years, the Skittles commercials and brand have proven to be versatile as they conform to each passing era. From sheep with human faces to tree-munching lumberjacks to a breakout of Skittles Pox, Skittles’ brand has always been bizarre and attention-grabbing, willing us to experience the rainbow. Rightfully so, Skittles should be in the conversation as one of the best brands, not just in the candy category. They have done a masterful job linking themselves to the iconography of rainbows, taking on one of nature’s greatest phenomena.  

Dan: Sour Patch Kids

Sour Patch Kids are my all-time favorite candy. Something about the way it starts sour, finishes sweet fruity and has that playful chewy texture. It’s the sour element of Sour Patch Kids that elevates those little pranksters into the stratosphere of my candy indulgence.

Calling them “pranksters” pays homage to the clever branding approach where these candy adolescents’ come to life with personality traits that match the eating experience. As the slogans go; “Sour then Sweet” and “Sour. Sweet. Gone.”; the animated Sour Patch Kids do naughty or “sour” things in the commercials before turning nice or “sweet”. These clever commercials are funny and memorable, important characteristics of an iconic brand. And they’re such adorable little characters with those wide eyes and smiling faces.

One can appreciate today’s brand even more when you know a little bit about the brand history. Originally “Sour Group Kids”, they were rebranded as “Mars Men” in the 70’s due to the public’s interest in space and aliens at the time. Then in 1985, they rebranded again to become “Sour Patch Kids”. And the rest is history.

To learn more about the rest of the team’s favorite candy brands, reach out to us at info@hencove.com.