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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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Snickers
Snickers, introduced by Mars, Incorporated in 1930 and named after a favorite horse owned by the Mars family, became one of the best-selling candy bars in the world and a perennial top performer in Halloween candy popularity rankings for decades. Its combination of nougat, caramel, peanuts, and milk chocolate gave it a more substantial, meal-adjacent quality relative to simpler single-ingredient candies, a positioning Mars leaned into decades later with its long-running "You're not you when you're hungry" advertising campaign. The bar's fun-size format, specifically produced and marketed for Halloween distribution, became one of the most commonly cited "good candy house" treats among trick-or-treaters, reflecting the brand's deliberate seasonal packaging strategy built around the holiday specifically. Its combination of its sustained global sales dominance and its status as a consistently top-ranked Halloween treat has made Snickers one of the most commercially significant candy bars associated with the holiday.
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