As American consumers get set to buy nearly 600 million pounds of candy this Halloween, they are choosing fewer store brand or private label sweets, opting instead for brand name treats.

While giving loved ones chocolate is synonymous with Valentine’s Day, far more chocolate is actually sold in the week leading up to Easter, according to Nielsen.  Consumers will buy almost a half billion dollars of candy during that time, with approximately 70 percent of that spent on chocolate.  Nearly 71 million pounds of chocolate candy is sold in the week leading up to Easter, compared to approximately 48 million pounds sold during Valentine’s week.  By comparison, nearly 90 million pounds of chocolate candy is sold during Halloween week.   Other key …