Haribo, a 106-year-old confection industry stalwart, is renowned for its iconic gummy candies such as Goldbears, Twin Snakes, and Peaches. Despite fierce competition in the gummy market, Haribo holds the top spot as the No. 1 gummy candy brand in the US by volume, with a household penetration rate of nearly 41%.
Founded in 1920 in Bonn, Germany, by Hans Riegel, Haribo remains a family-owned private business with global headquarters in Grafschaft, Germany. In a bid to expand its US market share, Haribo invested in a manufacturing facility in Pleasant Prairie, Wis., where 80% of its US candy is now produced.
Recently, Jon Hughes was appointed as the president and CEO of Haribo of America, overseeing the brand’s growth in the US market. Despite challenges such as the MAHA movement and the rise of weight-loss medications, Haribo remains focused on providing consumers with fun and delicious treats, adapting to changing consumer preferences.
Haribo’s innovation efforts include products like Sour Sodas gummies and Balla Bites, catering to consumer demand for unique flavors and textures. The brand also collaborates with pop culture icons like the Smurfs and Harry Potter to create themed gummies.
Haribo’s retail strategy includes opening stores in the US to offer customers a firsthand experience of its diverse product range. With a focus on consumer-led innovation, Haribo aims to meet the evolving needs of the US market while maintaining its commitment to quality and taste.
Looking ahead, Haribo recognizes the complexities of the US market and aims to leverage its manufacturing facility in Pleasant Prairie to drive long-term growth and innovation tailored to American consumers.