TWIX® Unveils Hallowmas™: A New Seasonal Fusion of Halloween and Holiday Cheer

TWIX®, part of Mars, is launching Hallowmas™ — a celebration that combines Halloween excitement with festive holiday spirit. With Halloween falling on a Friday for the first time in more than a decade, the brand aims to extend consumer celebrations and amplify seasonal enjoyment.

Tim LeBel, President of Sales and Chief Halloween Officer at Mars Wrigley North America, said the occasion offers a unique opportunity for fans who enjoy both holidays. He noted that TWIX, known as the “brand of two,” is best positioned to bring the two celebrations together.

Limited-Edition TWIX® Hallowmas™ Pack

The special-edition pack is available at TWIX.com/Hallowmas for a limited time. It includes:

• TWIX Ghoulish Green Fun Size: Classic TWIX with a green cookie twist.
• New TWIX Snowman: A holiday-themed bar launching early for Hallowmas™.

The pack is priced at $2 starting October 22, with a restock scheduled for October 29.

Candy & Cash Sweepstakes

To mark the new celebration, TWIX is running a sweepstakes that offers one winner a dual reward:

• A stock of TWIX products for Halloween.
• $20,000 cash for Christmas.

Fans can enter by commenting on the brand’s sweepstakes post and tagging a friend. Additional entries are allowed by sharing Hallowmas™ content on Instagram or TikTok with the hashtag #TWIXSweepstakes. Official rules are available at twix.com/hallowmas-terms-and-conditions.

Hallowmas™ Grotto: New York City Pop-Up

TWIX is organizing a two-night pop-up activation in Brooklyn featuring Zombie Claus, a seasonal character developed for the campaign. The event schedule is below:

• October 31 – November 1
• North 10th Street and Union Avenue, Brooklyn, NY
• 4:00 PM to 11:00 PM ET

The pop-up will feature themed entertainment, reimagined carols, photo opportunities and TWIX product sampling. The first 100 attendees each night will receive a complimentary Hallowmas™ Pack.

About Mars, Incorporated

Mars, Incorporated is a family-owned enterprise with a portfolio spanning pet care, veterinary services, snacking and food products including brands such as Royal Canin, Pedigree, Snickers, M&M’S and Ben’s Original. The company operates with a global employee base of 150,000 and follows the Mars Five Principles: Quality, Responsibility, Mutuality, Efficiency and Freedom.

More information is available at mars.com and on the company’s social media channels including Facebook, Instagram, LinkedIn and YouTube.