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Skittles
Skittles, first introduced in the United Kingdom in 1974 and brought to the American market in 1979, built its Halloween popularity around its distinctive fruit-flavored, non-chocolate format, offering trick-or-treaters an alternative to the chocolate bars dominating most other major Halloween candy rankings. Its "Taste the Rainbow" advertising campaign, launched in the 1990s, became one of the most recognizable slogans in candy marketing, and the brand's colorful, individually distinct fruit flavors gave it a visually distinctive identity within trick-or-treat candy bowls dominated by brown chocolate wrappers. The candy's status as a leading non-chocolate option made it a particularly popular choice among households seeking Halloween variety, or catering to trick-or-treaters with chocolate allergies or preferences, broadening its practical appeal beyond pure taste preference alone. Its combination of its distinctive fruit-flavored non-chocolate positioning and its status as one of the top-selling non-chocolate Halloween candies has made Skittles one of the most consistently popular fruit candy options associated with the holiday.
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M&M's
M&M's, introduced by Mars, Incorporated in 1941 and named for company founders Forrest Mars Sr. and Bruce Murrie, became one of the best-selling candies in American history, distinguished by their hard candy shell designed originally to prevent the chocolate inside from melting. That shell technology, reportedly inspired by chocolate pellets Forrest Mars observed being used by soldiers during the Spanish Civil War to prevent melting in warm climates, gave M&M's a practical durability advantage that made them especially well suited to being distributed loose in bags for Halloween trick-or-treating. The brand's long-running series of animated spokescandies advertising campaigns, launched in 1954, became one of the most recognizable and long-lived mascot-driven marketing efforts in American advertising history, helping keep the brand culturally relevant across multiple generations of trick-or-treaters. Its combination of its practical melt-resistant shell design and its status as one of America's best-selling candies overall has made M&M's one of the most consistently popular Halloween treats distributed nationwide.
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