Special Report

America's Favorite Halloween Candy

10. Almond Joy
> Sales: $82.25 million
> Unit sales: 79.39 million
> Average price per unit: $1.04
> Introduced: 1946
> Company: Hershey Co.

Almond Joy was introduced in 1946 as a version of the Peter Paul Mounds chocolate bar. Peter Paul merged with Cadbury Schweppes in 1978, and roughly 10 years later, Hershey acquired the company’s U.S. business. In the past 12 months, the brand was one of just 10 to sell more than $80 million in the under 3.5 oz. bar category, the size customers typically buy at the checkout line in a grocery store or supermarket.

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9. Milky Way
> Sales: $93.46 million
> Unit sales: 90.83 million
> Average price per unit: $1.03
> Introduced: 1923
> Company: Mars Inc.

Mars has been selling Milky Way bars since 1923. The bar is not directly named after the galaxy containing our solar system, as some believe, but after a once-popular malted milk shake. In the past year, sales of standard-sized Milky Way bars rose by more than 5% to $93.4 million. This made the brand the only one of the company’s top-sellers that did not lose market share over that time, based on IRI data. Sales of snack-sized Milky Way, typically popular around Halloween for trick-or-treaters, rose by more than 10%.

8. Hershey’s Cookies ‘N’ Creme
> Sales: $100.70 million
> Unit sales: 98.92 million
> Average price per unit: $1.02
> Introduced: 1994
> Company: Hershey Co.

Hershey’s Cookies ‘N’ Creme bar, introduced in 1994, is actually a relatively new addition to Hershey’s line of chocolate brands. It is also one of just eight brands to record sales of more than $100 million in the most recently available 52-week period. However, dollar sales of the brand were relatively flat over the past 52 weeks, rising roughly 1.7% — too little to gain market share. By comparison, dollar sales of all Hershey standard-size brands rose by roughly 9%.

7. 3 Musketeers
> Sales: $101.27 million
> Unit sales: 90.79 million
> Average price per unit: $1.12
> Introduced: 1932
> Company: Mars Inc.

Over the past year, sales of 3 Musketeers bars fell by 9.6% to just over $101 million, the second-largest drop of any major chocolate candy bar. Dollar sales of snack-sized 3 Musketeers also fell by about 4%. One potential explanation for the brand’s decline in sales may be less advertising. In March, Ad Week reported that “media spending on 3 Musketeers exceeded $6 million last year, down from about $15 million in 2011 and more than $17 million in 2010, according to Nielsen.” Mars has sold 3 Musketeers bars since 1932.

6. Twix 4 To Go
> Sales: $116.13 million
> Unit sales: 74.49 million
> Average price per unit: $1.56
> Introduced: 1993
> Company: Mars Inc.

Mars sold over $116 million of Twix 4 To Go bars, compared to just over $80 million of the traditional Twix bar over the most recently available 52 weeks. However, the standard Twix, which contains two cookie bars, still sold close to 88 million units, while Twix 4 To Go, containing four cookie bars, sold just under 75 million units. The difference was made up in the price. Twix 4 To Go costs an average of $1.56, the most expensive top-selling chocolate candy and more than 60 cents more than the average Twix bar.

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