Best American Candy for Easter 2026: What to Stock, What to Buy and Where to Find It
Easter is the second biggest candy-buying occasion of the year. An estimated 80 to 90 million Easter eggs are sold annually in the UK, and consumer spending on Easter confectionery continues to grow year on year. American sweets have become a major part of how UK shoppers celebrate it — offering bolder flavours, brighter packaging, and products you simply cannot find in a British supermarket.
For retailers, Easter is a window that opens weeks in advance and closes fast. More than half of all Easter confectionery is eaten before Easter Sunday itself, which means customers are buying earlier than most retailers expect. With Easter Sunday falling on 5 April this year — earlier than 2025 — the selling window is shorter, making it even more important to have your range ready by early March.
This guide covers the best American candy for Easter in the UK — what sells, what looks the part in displays and hampers, and which products to prioritise whether you are buying for yourself or stocking a shop.
The colours are brighter, which matters more at Easter than almost any other time of year. Pastels, neon yellows, vivid pinks — American packaging naturally fits the Easter colour palette without any extra effort. Products like Nerds, Jelly Belly practically look like Easter candy already.
There is also the novelty factor. A Reese’s Peanut Butter Egg is a genuinely different product to anything on the British market. For consumers building Easter baskets or looking for alternatives to the standard chocolate egg, American candy fills a gap that UK confectionery simply does not cover.
For retailers, the margins on imported American candy tend to be stronger than on heavily discounted UK brands during Easter. When Tesco and Sainsbury’s are running three-for-two on Cadbury eggs, you cannot compete on price — but you can compete on range and exclusivity. Brand loyalty drives around 79 per cent of Easter purchases according to industry research, and while that benefits the big UK names, it also means that once customers discover brands like Reese’s and Nerds, they come back for them every year.
Beyond the eggs, the regular Reese’s range works brilliantly for Easter hampers and displays. Cups, Sticks, Pieces, Nutrageous, and Big Cups all have the kind of bright orange packaging that stands out in a spring-themed display. For a deeper look at the full range, see our complete guide to Reese’s in the UK.
Retailer tip: Reese’s is one of the most searched-for American chocolate brands in the UK. Position it front and centre in your Easter display and it will draw customers to the rest of your American range.
The colourful packaging and small format make them ideal for Easter baskets. For retailers, Jelly Belly products photograph well on social media and attract a broad age range — adults buy them for themselves just as often as they buy them for children.
Retailer tip: Display Jelly Belly near the till for impulse buys. The brand recognition does the selling for you.
Nerds Rope in particular makes a great alternative Easter gift. It is colourful, fun, and different enough from standard chocolate eggs to catch the eye. For more on the full Nerds range, see our complete guide to Nerds candy in the UK.
Retailer tip: Nerds Gummy Clusters are one of the fastest-growing American candy products in the UK. Stock them alongside your Easter display and they will move.
The standard bags, theatre boxes, and bites formats all work for Easter baskets and hampers. The bright, multicoloured sweets look the part in spring-themed displays, and the brand has strong recognition among younger consumers who grew up seeing it on TikTok and Instagram. Read more in our Sour Patch Kids complete guide.
Retailer tip: Position Sour Patch Kids as the non-chocolate option in your Easter range. Not everyone wants more chocolate at Easter, and having a sour alternative increases basket spend.
Hershey’s Kisses in particular are a strong Easter product. They are portion-controlled, individually wrapped, and come in a variety of flavours. Scatter them in an Easter basket or use them as egg hunt alternatives and they do the job perfectly.
Retailer tip: Hershey’s is the entry point to American chocolate for many UK consumers. It works as a gateway product — once customers try it, they start exploring the rest of your American range.
Retailer tip: Create a “Sour Easter” section. Group Warheads, Toxic Waste, and Sour Patch Kids together for a themed display that appeals to teens and young adults.
The common thread is colour. At Easter, the products that sell best are the ones that look the most festive. American candy, with its bright colours and bold packaging, has an inherent advantage here over most UK confectionery.
The centrepiece: One standout item. A Reese’s Giant Bar, a Hershey’s Cookies ’n’ Creme bar, or a large bag of Nerds Gummy Clusters.
The variety: Three to four different products in smaller formats. Mix textures and flavours — something chocolate, something sour, something fruity, and something chewy. Reese’s Cups, Sour Patch Kids, Jelly Belly, and an Airheads bar covers all four bases.
The fillers: A handful of small, individually wrapped items to pad out the basket. Tootsie Rolls, mini Warheads, or SweeTarts work perfectly.
The drink: Add an American soda for a finishing touch. A can of Arizona Iced Tea, a Mountain Dew flavour they have never tried, or an Airheads Soda in a fun flavour. Browse the full soft drinks range for ideas.
Browse the full range by brand or category, or explore popular Easter-friendly brands like Reese’s, Nerds, Jelly Belly, Sour Patch Kids, and Hershey’s.
Open a trade account to see wholesale pricing across the full range. Whether you are stocking a sweet shop, building Easter hampers for your online store, or just looking for the best American candy to fill a basket, Sweet and Glory has everything you need for Easter 2026.
Follow us on Instagram, TikTok, Facebook and X for new arrivals, Easter stock updates, and display inspiration.
For retailers, Easter is a window that opens weeks in advance and closes fast. More than half of all Easter confectionery is eaten before Easter Sunday itself, which means customers are buying earlier than most retailers expect. With Easter Sunday falling on 5 April this year — earlier than 2025 — the selling window is shorter, making it even more important to have your range ready by early March.
This guide covers the best American candy for Easter in the UK — what sells, what looks the part in displays and hampers, and which products to prioritise whether you are buying for yourself or stocking a shop.
Why American Candy Works So Well for Easter
British Easter confectionery is dominated by Cadbury Creme Eggs, Mini Eggs, and the usual lineup of supermarket eggs. It is all perfectly fine, but it is also the same every year. American candy gives customers something they were not expecting.The colours are brighter, which matters more at Easter than almost any other time of year. Pastels, neon yellows, vivid pinks — American packaging naturally fits the Easter colour palette without any extra effort. Products like Nerds, Jelly Belly practically look like Easter candy already.
There is also the novelty factor. A Reese’s Peanut Butter Egg is a genuinely different product to anything on the British market. For consumers building Easter baskets or looking for alternatives to the standard chocolate egg, American candy fills a gap that UK confectionery simply does not cover.
For retailers, the margins on imported American candy tend to be stronger than on heavily discounted UK brands during Easter. When Tesco and Sainsbury’s are running three-for-two on Cadbury eggs, you cannot compete on price — but you can compete on range and exclusivity. Brand loyalty drives around 79 per cent of Easter purchases according to industry research, and while that benefits the big UK names, it also means that once customers discover brands like Reese’s and Nerds, they come back for them every year.
The Best American Candy for Easter
These are the products that work hardest for Easter, whether you are filling a basket or filling a shop.Reese’s
Reese’s is the single best-selling Easter candy brand in America, and those seasonal Peanut Butter Eggs are the reason. The egg shape changes the chocolate-to-peanut-butter ratio compared to a standard cup, giving you a thicker layer of filling that fans genuinely prefer. If you can get Reese’s Eggs in stock for Easter, they will sell.Beyond the eggs, the regular Reese’s range works brilliantly for Easter hampers and displays. Cups, Sticks, Pieces, Nutrageous, and Big Cups all have the kind of bright orange packaging that stands out in a spring-themed display. For a deeper look at the full range, see our complete guide to Reese’s in the UK.
Retailer tip: Reese’s is one of the most searched-for American chocolate brands in the UK. Position it front and centre in your Easter display and it will draw customers to the rest of your American range.
Jelly Belly
Jelly beans and Easter go hand in hand, and Jelly Belly is the gold standard. With dozens of flavours ranging from classic fruit to quirky options like buttered popcorn and toasted marshmallow, Jelly Belly beans are perfect for egg hunts, hamper fillers, and pick-and-mix displays.The colourful packaging and small format make them ideal for Easter baskets. For retailers, Jelly Belly products photograph well on social media and attract a broad age range — adults buy them for themselves just as often as they buy them for children.
Retailer tip: Display Jelly Belly near the till for impulse buys. The brand recognition does the selling for you.
Nerds
Nerds are one of those products that look like they were designed for Easter. The tiny, colourful candy pieces come in vibrant boxes that fit naturally into any spring display. Rainbow Nerds are the obvious Easter choice, but the full range — including Nerds Rope, Gummy Clusters, and Big Chewy Nerds — all work well.Nerds Rope in particular makes a great alternative Easter gift. It is colourful, fun, and different enough from standard chocolate eggs to catch the eye. For more on the full Nerds range, see our complete guide to Nerds candy in the UK.
Retailer tip: Nerds Gummy Clusters are one of the fastest-growing American candy products in the UK. Stock them alongside your Easter display and they will move.
Sour Patch Kids
Sour Patch Kids bring a completely different flavour profile to Easter. While most Easter confectionery leans heavily into chocolate, sour candy provides contrast and appeals to customers who want something lighter and fruitier.The standard bags, theatre boxes, and bites formats all work for Easter baskets and hampers. The bright, multicoloured sweets look the part in spring-themed displays, and the brand has strong recognition among younger consumers who grew up seeing it on TikTok and Instagram. Read more in our Sour Patch Kids complete guide.
Retailer tip: Position Sour Patch Kids as the non-chocolate option in your Easter range. Not everyone wants more chocolate at Easter, and having a sour alternative increases basket spend.
Hershey’s
Hershey’s covers the chocolate base for Easter. The classic Hershey’s Bars, Kisses, and Cookies ’n’ Creme products all work well in Easter hampers, and the brand is instantly recognisable to anyone who has ever visited the United States or watched an American film.Hershey’s Kisses in particular are a strong Easter product. They are portion-controlled, individually wrapped, and come in a variety of flavours. Scatter them in an Easter basket or use them as egg hunt alternatives and they do the job perfectly.
Retailer tip: Hershey’s is the entry point to American chocolate for many UK consumers. It works as a gateway product — once customers try it, they start exploring the rest of your American range.
Warheads and Toxic Waste
For older children and teenagers, Warheads and Toxic Waste offer an Easter twist that is a long way from a chocolate egg. The extreme sour flavours and challenge element make them popular with the TikTok generation, and they work brilliantly as Easter basket fillers for kids who are past the age of wanting a traditional egg.Retailer tip: Create a “Sour Easter” section. Group Warheads, Toxic Waste, and Sour Patch Kids together for a themed display that appeals to teens and young adults.
More Easter Basket Fillers
Several other American brands work perfectly as Easter basket fillers and hamper additions. Mike and Ike produces seasonal Easter Treats packs in pastel colours. SweeTarts come in small, colourful formats that fill baskets nicely. Airheads bars and bites add chewy variety and come in eye-catching wrappers.The common thread is colour. At Easter, the products that sell best are the ones that look the most festive. American candy, with its bright colours and bold packaging, has an inherent advantage here over most UK confectionery.
For Retailers: How to Build an American Easter Display
If you are a shop owner, market stall trader, or online seller, Easter is one of the strongest sales windows of the year. Here is how to make the most of it with American candy.Start Stocking Early
Easter shopping starts in March, and research shows that more than half of Easter confectionery is consumed before Easter Sunday even arrives. If you are waiting until the week before to set up your display, you have already missed peak browsing time. Get your Easter stock ordered in February and your display set up by early March. With Easter Sunday on 5 April this year, the lead-up is shorter than usual — act fast. For a full seasonal planning guide, see our Seasonal Sweet Shop Calendar.Build a Dedicated Easter Section
Research suggests that around 80 per cent of shoppers purchase Easter products from a dedicated Easter fixture rather than from the regular shelf. That means grouping your Easter-appropriate products together in one clearly signed area makes a measurable difference to sales. Mix seasonal items (if available) with year-round American candy that suits Easter. Use pastel-coloured tissue paper, small baskets, or Easter-themed signage to tie the display together. You do not need seasonal packaging on every product — the display itself creates the Easter connection.Create Ready-Made Easter Hampers
Pre-built American candy Easter hampers are one of the easiest upsells in confectionery retail. Combine five to eight products in a basket or box, wrap it, and price it as a gift. Include a mix of chocolate (Reese’s, Hershey’s), candy (Nerds, Sour Patch Kids, Jelly Belly), and one or two smaller items as fillers. Customers will pay a premium for the convenience and presentation.Promote Online
If you sell online, start promoting your Easter range on social media in March. Show your hampers, display setups, and individual products. Easter gift content performs well on Instagram and TikTok because the colourful packaging photographs brilliantly. Use hashtags like #EasterCandy, #AmericanSweets, and #EasterBasket to reach new audiences.Think About Egg Hunts
American candy is perfect for egg hunt alternatives. Instead of hiding chocolate eggs that melt in the spring sunshine, use individually wrapped Airheads bars, Tootsie Rolls, mini Nerds boxes, or SweeTarts. They are lighter, they do not melt, and children love the variety. If you supply schools, nurseries, or community groups, position yourself as the egg hunt supplier and you can shift serious volume.For Consumers: Building the Perfect American Easter Basket
If you are putting together an Easter basket for someone who loves American candy, here is a simple formula that works every time.The centrepiece: One standout item. A Reese’s Giant Bar, a Hershey’s Cookies ’n’ Creme bar, or a large bag of Nerds Gummy Clusters.
The variety: Three to four different products in smaller formats. Mix textures and flavours — something chocolate, something sour, something fruity, and something chewy. Reese’s Cups, Sour Patch Kids, Jelly Belly, and an Airheads bar covers all four bases.
The fillers: A handful of small, individually wrapped items to pad out the basket. Tootsie Rolls, mini Warheads, or SweeTarts work perfectly.
The drink: Add an American soda for a finishing touch. A can of Arizona Iced Tea, a Mountain Dew flavour they have never tried, or an Airheads Soda in a fun flavour. Browse the full soft drinks range for ideas.
When Is Easter 2026?
Easter Sunday falls on 5 April 2026 this year. Good Friday is 3 April and Easter Monday is 6 April. For retailers, that means your Easter display should be live by early March at the latest, with stock ordered in February to avoid any delivery delays.Stock Up for Easter at Sweet and Glory
Sweet and Glory supplies hundreds of retailers and online sellers across the UK with wholesale American candy, chocolate, soft drinks and grocery products at trade prices. With over 2,000 products in stock, no minimum order, and free delivery on orders over £600 + VAT, we make it easy to build your Easter range from one supplier.Browse the full range by brand or category, or explore popular Easter-friendly brands like Reese’s, Nerds, Jelly Belly, Sour Patch Kids, and Hershey’s.
Open a trade account to see wholesale pricing across the full range. Whether you are stocking a sweet shop, building Easter hampers for your online store, or just looking for the best American candy to fill a basket, Sweet and Glory has everything you need for Easter 2026.
Follow us on Instagram, TikTok, Facebook and X for new arrivals, Easter stock updates, and display inspiration.
