Leading confectionery wholesaler Hancocks has advised retailers to maximise their sales potential ahead of the Super Bowl by stocking up on popular American sweets and implementing effective merchandising strategies.
The Super Bowl, one of the biggest sporting events in the US, is not just about American football – it’s also a major occasion for food and snacks. In the UK, an increasing number of fans tune in to watch the game, creating a lucrative opportunity for retailers to cater to this growing audience by offering authentic American confectionery.
Last year, the final game of the NFL season was the most watched NFL game on record for Sky Sports and ITV in the UK on television, with a combined total of 3.4 million unique viewers (+48% YoY).
This year’s Super Bowl clash between the two-times defending champion Kansas City Chiefs and Philadelphia Eagles will take place on Sunday, 9 February.
Merchandising tips for retailers
Retailers are encouraged to optimise their store layouts to attract customers looking for game-day snacks. Experts at Hancocks highlight the importance of clear signage, strategic product placement, and enticing promotions to boost sales. Key recommendations include:
- Positioning American sweets in high-traffic areas such as store entrances and near checkout tills.
- Using clear pricing, promotions, and special offers to increase customer engagement.
- Ensuring shelves remain fully stocked for maximum visual appeal.
- Using branded point-of-sale (POS) materials, such as Warheads shelf edge strips, to enhance merchandising displays.
Gemma Allanson, National Field Sales Manager for World of Sweets, said: “We’re always encouraging our customers to make the most of big seasonal events, including the Super Bowl. That’s why we have an incredible range of American candy that retailers should stock up on.
“It’s also important to us to provide them with the knowledge and equipment to merchandise these products correctly to help drive sales.”
Top-selling US confectionery for Super Bowl
Demand for American sweets has surged in recent years, with major sporting events like the Super Bowl driving further interest. To help retailers capitalise on this trend, Hancocks parent and confectionery distributor World of Sweets has revealed its top ten best-selling US confectionery lines:
- Warheads Super Sour Gel 20g
- Warheads Theatre Box Chewy Cubes 113g
- Warheads Super Sour Candy Spray 19g
- Warheads Lil’ Worms Theatre Box 99g
- Warheads Sour Jelly Beans Theatre Box 113g
- Sour Punch Blue Raspberry Straws 57g
- Red Vines Original Red Twists 142g
- Sour Punch Strawberry Straws 57g
- Warheads Ooze Chews Theatre Box 99g
- Warheads Super Sour Gel Trio Wheel 51g
“The Super Bowl presents a great opportunity for retailers to drive sales by stocking up on popular American candy lines. Sports fans around the country will be preparing for the big sporting event by shopping for snacks they could share with their family or friends while watching the game,” Kathryn Hague, Head of Marketing at World of Sweets, said.
“Retailers can capitalise on this by offering a wide range of top-selling US confectionery products that cater to the growing demand for authentic American treats. From super sour sweets to classic chewy candies in theatre box formats, these products not only bring a fun and unique snacking experience but also help create the perfect game-day atmosphere.
“To capture shoppers’ attention, we’re encouraging retailers to create dedicated American candy displays in-store and position them in high-traffic areas such as end of aisles or near the till.”
Sweet Vibes Mallow Dunkz Vanilla Pouch
Bonds Banoffee Pie Trail Mix 
