# Confectionery Collaboration Chocolate and candy brands collaborate to create hybrid sweets. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published May 13, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/confectionery-collaboration ## Key Figures - Trend score: 2.8/10 - Evidence articles: 6 ## What is the Confectionery Collaboration trend? **Confectionery Collaboration:** Choosing to embrace fellow competitors, brands, like those in the confectionery industry, are collaborating with rival brands on new flavors and formats. Seeking to capitalize on the popular fan followings of certain brands, confectionery companies are looking to not only expand awareness to new markets, but also redefine how traditional products are perceived. ## At a Glance - Evidence: 6 featured examples - Articles from: Sep 4, 2014 to May 11, 2015 - Published: May 13, 2015 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Themes within the Confectionery Collaboration trend ### Competitor Collaboration Confectionery companies are teaming up to create new flavors and hybrid sweets. ### Holiday-Themed Treats Brands are releasing special themed confections for Halloween and other holidays. ### Unconventional Flavor Combinations Chocolate and candy brands are experimenting with unique flavor combinations, such as Vegemite chocolate. ## What the Confectionery Collaboration trend means for industry ### For Confectionery Collaboration in the confectionery industry is becoming more prevalent in the creation of new products. ### For Food and Beverage The creation of limited edition and special themed treats is a lucrative market in the food and beverage industry. ### For Marketing and Advertising Collaboration and experimentation with unconventional flavors can generate buzz and attention for brands, making marketing and advertising a valuable industry to consider. ## Workshop question What popular brands in adjacent industries can you collaborate with to create a new spin on a current favorite? ## Trend signals for Confectionery Collaboration Trend score 2.8 out of 10, from popularity 38%, activity 38%, freshness 8%. - Popularity: 38% - Activity: 38% - Freshness: 8% ## Examples of the Confectionery Collaboration trend 6 featured examples from Sep 4, 2014 to May 11, 2015. - [Conical Hazelnut Pancakes](https://www.trendhunter.com/trends/nutella-pancake-cones): Dominique Ansel Creates a Special Nutella Pancake Cone (Category: Lifestyle) Implication: Food and beverage companies can experiment with new flavor combinations and product presentations to create exciting new products for consumers. - [Food Paste Chocolates](https://www.trendhunter.com/trends/vegemite-chocolate): Cadbury's Vegemite Chocolate is a Wacky Part of the #ChocPlusWhat Collection (Category: Lifestyle) Implication: The food and beverage industry can leverage flavor fusion trends to create innovative and appealing products for consumers seeking unique taste experiences. - [Jelly Halloween Confections](https://www.trendhunter.com/trends/halloween-candies): Rowntrees' Spooky MIx Features Gummy Halloween Candies (Category: Lifestyle) Implication: Food and beverage companies can create themed snacks to cater to special events and seasons - [Spooky Ice Cream Flavors](https://www.trendhunter.com/trends/ice-cream-desserts): These Halloween Baskin Robins Ice Cream Desserts are Perfect for Fall (Category: Lifestyle) Implication: Ice cream companies can expand their product line by developing unique and seasonal flavors to attract holiday customers. - [Hybrid Chocolate Bars](https://www.trendhunter.com/trends/oreo-chocolate): This Mondelez Treat Combines Marabou and Oreo Chocolate (Category: Lifestyle) Implication: The food and beverage industry can explore opportunities to collaborate on unique product combinations that cater to consumer preferences. - [Branded Almond Cakes](https://www.trendhunter.com/trends/almond-cakes): Almondy is Collaborating with Top Brands to Launch a New Frozen Treats Range (Category: Lifestyle) Implication: The collaboration between Almondy, Cadbury, and Philadelphia highlights the potential for innovation and collaboration in the baking industry to create new and unique dessert offe… ## Recent trend clusters - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)