Bakers can capitalise on the Halloween opportunity by getting creative with their recipes or simply including new additions such as decorations to ‘seasonalise’ their products and drive increased sales. To help bakers make scary profits this Autumn, Dawn Foods will be running its monster campaign for a third year.

This year, Dawn’s ‘Monsters you will Love to Eat’ campaign will offer bakers inspirational recipes, fantastic promotions and giveaways, plus exciting ready-to-serve seasonal products, to create a Spooktacular Halloween in-store that will attract even more customers.

Halloween is big news in the USA with adults and children alike taking part in the holiday season phenomenon. With Halloween now the third biggest retail event behind Christmas and Easter there are lots of opportunities for bakers to theme products, create limited edition offerings and promotions, for example, without having to buy in lots of different ingredients or bake from scratch. 

In recent years, we can see the influence in UK bakery aisles with Halloween a prominent theme in branded cakes. Popular flavours include toffee and apple, orange and blood orange, lemon and (s)lime and gingerbread with icings in garish colours. The trend is to play with colour/flavour perceptions such as ‘orange flavoured green sponge’ and to offer cakes in different formats such as minis, which are ideal for trick or treating or sharing at Halloween parties.

Textures are driving innovation too with layering and inclusions, gooey centres and fillings all to create a mouth-watering explosion on the customers’ palates . Dawn has created a series of inspirational seasonal recipes and how-to videos with even more additions this Halloween. These new recipes along with more campaign details will be available soon on dawnfoods.com.