In 2024, confectionery brands leaned hard into cross-category and cross-industry partnerships. The last quarter of the year saw global names team up with food service, fashion, and sporting giants, making an early addition to their 2025 marketing campaigns and sales figures.
Reaching new audiences
The power of big-name collabs across confectionery and other industries is in their ability to maximise exposure and get in front of multiple audiences. “Any collab where you combine brand visibility is like combining superpowers to create the ultimate marketing superhero,” says Candace Huntly, Founder of Songbird Marketing. Big-name collabs allow both parties to reach segments of the market they may not have reached before.
Compared to solo campaigns, industry collaborations offer an effective way to overhaul a brand’s public perception or reach new markets. Lotus Bakeries did this effectively in India earlier last year, partnering with Mondelēz International, Cadbury’s parent company to introduce the cookie brand to South Asia.
Newsworthy collabs that grab the headlines can also remind existing consumers of their relevance. This can benefit legacy brands that may have seen a slowdown in sales amid growing competitiveness from new industry players. “It’s a great PR move to create a splash to let people know that you aren’t just content with the status quo,” says Huntly.
Tapping into impulsive buying behaviours
Confectionery is often an impulse buy, with manufacturers and retailers able to access audiences impulsively via self-checkouts and point-of-sale purchases. A 2024 study found that 20–30% of consumer-purchasing decisions made at the physical or digital shops result from impulse buys.
There’s value in chocolate, sweet and gum brands refreshing their offerings to leverage the loyalty of both audiences. Limited-time collabs can also create a more exclusive feel to sweet treats, with these cross-sector collabs creating an increased desire for the brand’s confectionery products.
Big-name collabs launched in 2024
1. M&M’S team up with Kate Space
In October 2024, the Mars-owned chocolate giant M&M’S announced it was partnering with the global lifestyle name Kate Spade to launch a limited collection for the holiday season.
The character-driven chocolate brand seeks to put the two names in front of the Gen Z consumer, in particular. The collaboration inspired new Kate Spade products, from purses to jewellery, drawing on M&M’S colourful candy shells and iconic packaging.
“The M&M’S brand has long been committed to bringing people together through colourful fun,” says Jane Hwang, GM Global at M&M’S. “Partnering with a brand like Kate Spade New York, known for joy and everyday celebrations, is the perfect complement this holiday season. We hope the special collection will surprise and delight our fans as they rock their favourite brands in an iconic new way.”
2. KitKat partners with Formula 1 as its official sponsor
Entering the sporting arena, Nestlé’s iconic chocolate wafer brand, KitKat, has become the official sponsor of Formula One, increasing its opportunities on screen and in advertising materials promoting the sport.
The cross-industry collab is an agreement across multiple years and marks Nestlé’s largest global brand partnership to date. Although announced in November 2024, the partnership will kick off in the 2025 racing season, which will celebrate 90 years of KitKat and 75 years of Formula 1.
“Formula 1 is a global phenomenon with a rapidly growing, diverse fanbase, especially among younger audiences,” says Bernard Meunier, head of strategic business units and marketing and sales at Nestlé.
“We’re delighted to have such a universally recognised and fun brand as KitKat joining us as a partner,” says Emily Prazer, chief commercial officer at Formula 1. “They’re universally loved and we can’t wait to see the fantastic experiences they’ll be bringing to our fans at the track and the new audiences they’ll introduce to the sport,” Prazer adds.
3. Terry’s Chocolate products enter McDonald’s and Costa
Known among British audiences for its chocolate orange stocking filler, the Carambar & Co-owned Terry’s Chocolate brand teamed up with other global foodservice giants, McDonald’s and Costa, to launch new products for a limited time during the festive season.
The chocolate brand brought Terry’s Chocolate Orange Pie and Terry’s Chocolate Orange McFlurry to UK locations between November 20, 2024 and January 5, 2025. Meanwhile Terry’s Chocolate Orange Muffin and Terry’s Chocolate Orange Hot Chocolate went on sale at UK-based Costa Coffee for the fifth successive year, between November 7, 2024 and January 5, 2025.
The partnerships with McDonald’s and Costa Coffee brought Terry’s Chocolate Orange to over 4,000 UK locations, bringing strong visibility during the critical festive trading period.
“The festive season is all about indulgence and Terry’s Chocolate Orange is synonymous with Christmas joy, making it into one in four Christmas stockings,” says Lorène Decam, Senior Marketing Manager at Terry’s. “Launching these new products and working with McDonald’s and Costa Coffee allows us to give fans even more ways to enjoy their favourite festive treat whilst reaching new audiences,” she adds.
