#7 | HALLOWEEN: A season of terror and fun

MANE LATAM FLAVORS
Sep 29
3 min read

Updated: Oct 2

It is one of the seasons that is gaining popularity in the Latin American market. Brands are focusing their limited-time product innovations on colors, flavors, and ingredients that connect us to the current trends and traditions of each country during this time of year.

New experiences

We find brands that, over time, reinforce the brand experience during the season, managing to welcome and attract new audiences at different times of consumption and in different categories.

FANTA – COCA COLA COMPANY

In partnership with Universal Pictures, under the global concept "They Want FANTA", the campaign tells the story of how horror icons break into the real world with a single goal: to get the delicious taste of Fanta.

The experience will come to life in person in selected Latin American cities with "Fanta’s Haunted Factory". In this immersive activation, the villains take over the factory to steal all the delicious Fanta flavor. Participants will face the challenge of exploring the facility, solving puzzles, and overcoming obstacles to protect the product and earn points redeemable for exclusive prizes.

DRÁCULA - COLOMBIA

The brand of the season in Colombia, where kids and adults alike look forward each year to collectible figures and new products, returns in 2025 with "Secrets of the Forbidden Forest", in partnership with FORTNITE, where you can play inside the forest. There will also be collectible cups and spoons at "El Corral", and "Collectible Beasts" hidden in popsicles, along with various collectible stickers, cards, and armables included with each product: 1-liter ice cream tubs, popsicles, ice cream bars, chocolate bars, wafer cookies — and this year, Pastas Doria joins the fun with spooky "Twisted Pasta Screws.“ (Fusilli Pasta)

New market launches

	FINI - BRAZIL Fini launches brand-new candies for Halloween 2025, focusing on bold sensory experiences:“Stuffed Skull” (cherry and cream-filled candy)“, Licorice Terror” (blackberry with lemongrass)“Acid Fury Gum” (a mix of sour fruits)“, Tubes Boo SG” (a giant version of the candy with green apple and lemon flavor)
	VERO-MEXICO Boo Candies Lollipops shaped like skulls, fingers, zombies, and brooms.
	PEPSICO - COLOMBIA Cheetos Skull with spooky cheese flavor
	PAÇOQUITA-BRAZIL This new release brings a sensory experience with the flavor of Paçoquita and the tangy strawberry twist of Fini Tubes.
	PANCO – BRAZIL Pumpkin-flavored Bisnaguinas Enchanted Wafer (chocolate-flavored wafer with red fruit filling) Enchanted Panquinho (mini chocolate cake with red fruit filling)
	CONFITECA - ECUADOR Yellies, marshmallows, and gummies shaped like filled eyeballs.
	DR. LEMON - ARGENTINA Dr. Lemon launched a limited-edition Black Cherry with vodka for Halloween, in a glow-in-the-dark can designed to stand out at parties.
	HEINZ - BRAZIL Available in two packaging versions featuring illustrations of pumpkins and skulls, the mayonnaise comes in Black Garlic flavor, giving it a black color. The labels also create a visual experience for consumers, as they have a phosphorescent effect, glowing when exposed to black light.
	ARCOR - CHILE Bon o Bon chocolate candies filled with peanut butter.
	RAMO - COLOMBIA CHAMPITAS ZOMBIE CHILLS: Popcorn with blueberry flavor and a cooling sensation. GANSITO ZOMBIE: With apple-flavored filling that colors your tongue.

Seasonal flavors

Across the region, local flavors take center stage — from Mexico’s beloved pan de muerto to Ecuador’s iconic guaguas with colada morada, these seasonal treats invite everyone to celebrate with heart and heritage.

CYRANO- ECUADOR Guaguas, sweet bread filled with jam.

MALLORCA – MEXICO Fusion of Traditions Pumpkin Spice filled Pan de Muerto.

STARBUCKS – LATAM We find Pumpkin season across different countries in the region, featured in various coffee preparations — a traditional flavor in the USA during this time of year. The most popular flavor of the fall.

Brand Opportunities

•Work on new concepts that create a connection and experience for the consumer, based on flavor: mixing sensations and tastes, spicy flavors, and moving beyond just packaging.

•This is a high-consumption season that allows for building connections with new consumers.

•There are major opportunities in the beverage category, where few players currently take part in Halloween.