Smooth growth from bump-in-the-night

The annual festival has become well established with bakers reporting significant sales spurts that can last several weeks.

Jason Jobling of WT Warren & Son, based in Penzance, Cornwall, said Halloween gave a welcome boost to sales in the relative lull after summer: "Five years ago Halloween used to be a week or two. Now we can do four weeks."

Halloween specials have become a big seller since Warren launched its first products five years ago, said Jobling. This year the company expects to sell about 4,000 of its coffin biscuit a week in its 36 shops, he said. Coffin biscuits are chocolate-coated shortbread topped with a Halloween wafer.

Trevor Mooney, joint MD of baker Nantwich-based Arthur Chatwin, said Halloween was a useful boost to business, although sales did not match those at Easter.

"It's an important time for us, but it's a short time," he said. "We can only make it last two weeks."

Chatwins' products include chocolate sponge ghosts and pumpkin-shaped biscuits.

The Co-operative group's central buying operation is also entering into the spirit of Halloween, supplying each Co-op shop with a selection of special products and a halloween-themed point-of-sale package. All Co-op stores have Halloween aisle ends.

New this year in Co-op stores are Halloween Treacle and Ginger Loaf, Halloween Mini Jam Tarts and Halloween Fairy Cakes, selling for 99p each or two for £1.50.

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