Candy pumpkins are popular in part because the mellowcreme gives them an
interesting texture. In addition, the fact that candy pumpkins are fat free adds
to their popularity. As of 1988, most big confectionery companies, including
Mars Inc., did not market special Halloween candies. The one exception
was Brach's Confections, which made candy pumpkins among other
seasonal products.
Their Mellowcreme Pumpkin was made to look like an
autumnal vegetable
each pumpkin contained 25 calories and 5 grams sugar. In 1992, Brach's
Confections expected to sell more than 30 million pounds of mellowcreme
candy during the fall season, which included its seasonal mellowcreme
pumpkins.
By the late 1990s, competitors of Brach's realized that the market
for the special Halloween candy pumpkin was expanding.
For example, in 1997, candy pumpkins and other mellowcreme candies
helped push annual spending on Halloween candy in the United States to an
estimated $950 million a year. In response, Mars, Inc. came out with
Snickers Creme Pumpkin in 1998. The milk chocolate covered peanut and
caramel candy was packaged in a 1.20 oz. size with a plastic wrapper
featuring a jack o lantern on the package.
At the time, the Snickers Creme Pumpkin retailed for 50 U.S. cents.
Two years, later in 2000, Frankford Candy & Chocolate Company cross
licensed with ConAgra Foods to produce Peter Pan Peanut Butter
Pumpkins. Peter Pan Peanut Butter Pumpkins included a rich and creamy Peter Pan peanut butter center pressed into a detailed pumpkin mold.
At that time, the Peter Pan pumpkin candy was sold in 14 oz. bags.
Also in 2000, Zachary Confections expanded its product line to include
candy pumpkins.
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