US. Pennsylvania-based Just Born – the producer of Marshmallow Peeps, Peanut Chews, Teenee Beanee Gourmet Jelly Beans, Mike and Ike, Hot Tamales and Zours- has announced a new distribution initiative with confectionery giant Haribo.
Haribo will be distributing Just Born’s seasonal marshmallow items in select domestic and duty free European markets and the Haribo name will be present on the Peeps packages distributed this Easter. To start off with, Haribo will be distributing Marshmallow Peeps 5-piece yellow Chicks (pictured) and 4-piece pink Bunnies in Belgium for Easter 2004.
While Just Born will continue building its relationships with its network of European distributors, the company said it looks forward to the additional support and impulse, which Haribo has already brought to Just Born’s Marshmallow Peeps brand.
Just Born export development manager Ed Broczkowski commented, “We are thrilled to partner with a confectionery company of Haribo’s unsurpassed calibre. With this relationship, our Marshmallow Peeps are already gaining an immediate acceptance among new and important European retailers and consumers. Haribo understands the essence of Peeps, which can be compared to its own gummy Gold Bear brand. Haribo’s Gold Bear product has that icon status in Europe that our Peeps Chick has in the US.”
Haribo, based in Bonn, Germany, is one of Europe’s largest sugar confectionery manufacturers and exports to 105 countries. Independent company Just Born has over 520 employees and markets its confectionery in over 35 countries.
Enquiries to Ed Broczkowski at e-mail ebroczkowski@justborn.com
