Trick or treat? Five stocks in disguise

Hide and seek

Be warned with this handful of names: It may look like you're investing in one type of company, but you're getting a completely different product.

First up is J.M. Smucker, which has branded its popular jam and peanut butters with the motto, "With a name like Smucker's it has to be good." Yet 51 percent of the company's third-quarter earnings came from U.S. retail coffee sales, versus 34 percent from U.S. retail consumer foods.

According to Smucker, which bought the Folgers brand in 2008, it has become the No. 1 retailer of coffee made at home.

Smucker has a distribution agreement with another brand in disguise: Dunkin' Donuts. While that company immediately inspires images of glazed doughnuts and Munchkins, it described itself as "a predominantly coffee-based concept" in its 2012 annual report. In fact, coffee and other beverages accounted for 58 percent of DD's U.S. franchisee sales in fiscal 2012.

(Read more: This could be a scary sign for market—or not)

Another iconic American brand, Pitney Bowes, is best-known for its mail services, which still constitutes a large part of its business. But the digital commerce solutions unit, which includes marketing and communication services, more than doubled its third-quarter profits from a year earlier.

Xerox is identified with its copying and printing products, but services accounted for more than half (52 percent) of its revenue in 2012. The company says its "diverse portfolio of outsourcing services" includes customer care for smartphone makers, health-care claims reimbursements, and automated tolling and parking transactions.

One final Halloween trick: SolarWinds. Though its name implies a business involved in solar or wind power, the company specializes in IT management software.

—By Elizabeth Schulze, CNBC desk producer. Follow her on Twitter @eschulze9