This Halloween, a unique collaboration is set to transform the landscape of confectionery distribution in the UK. Haribo, a leading sweets manufacturer, has partnered with Gopuff, a rapid delivery firm, to introduce a new ‘sweets emergency service’.
This innovative ‘TreatLine’ service aims to deliver Haribo’s specially curated Monster Approved sweets directly to consumers’ doors in mere minutes, catering to those last-minute candy needs during Halloween. The service will feature popular items such as Sour Skeletons, Monster Z!ng, Pinballs Halloween, and various multipacks, providing a comprehensive selection of treats.
The initiative is particularly geared towards cities identified as having ‘the least amount of Halloween spirit’, including Bristol, Birmingham, and London. Residents in these areas will have access to a free supply of 2,250 Haribo Starmix multipacks when they engage the emergency service on 31 October, offering a unique boost to the Halloween festivities.
This partnership reflects the growing importance of Halloween in the UK’s confectionery market. According to a 2024 report from Asda, consumer spending during this festive period has quadrupled, reaching over £1 billion in 2023. Haribo’s decision to collaborate with Gopuff underscores their commitment to capitalising on this trend.
Phil Murphy, Haribo’s UK and Ireland Vice President of Marketing, highlighted the service’s role in alleviating the pressure on adults during Halloween, stating that the TreatLine simplifies the process of obtaining sweets, thereby allowing adults more leisure time during celebrations.
Meanwhile, Leon Tang, Gopuff’s Director of Growth, reiterated the firm’s dedication to customer satisfaction by ensuring that essential Halloween supplies are readily available. Through this collaboration, both Haribo and Gopuff aim to enhance the Halloween experience for families across the UK.
The TreatLine service by Haribo and Gopuff is set to redefine Halloween celebrations by ensuring the swift delivery of sweets, thus meeting the growing demands of consumers during this festive season.
