Souped-up Advent calendars are here to stay this holiday season, with just about every big player in food and beverage getting in on the trend.

Experts say there’s a mix of factors at play as for their rise in popularity: little treats and micro indulgences in an expensive world, the idea of “saving big” on high-value bundles, and the sensory satisfaction of unboxing 25(ish) little boxes leading up to Christmas.

“There’s something so special about having a small treat to look forward to each day,” Sockerbit Scandinavian candy founders Florence Baras and Stefan Ernberg said in a statement. Sockerbit is one of several newbies to the food Advent calendar space this year (and one of our new faves ).

Advent Center , a hub for data and reviews for thousands of Advent calendars globally, says there are around 250 food and drink calendars on the market this year.…