German confectionery brand Haribo is marking the 100th anniversary of its well-recognised Goldbears line with limited editions, birthday branding and ‘Bearsday’ activations in selected travel retail stores.
Packaging of all European travel retail-exclusive Haribo Goldbears products – including resealable pouches and bear-shaped Candy Tins – along with the Halal range will feature a ‘Happy 100th Bearsday’ logo and the Haribo mascot, sporting a party hat.
Bearsday activations, in partnership with retailers including Gebr. Heinemann and Dufry, are in the pipeline, along with a Haribo Goldbears recipe book.
 Bonn-based sweet maker Hans Riegel developed the Haribo Goldbears, or Tanzbären (dancing bears) as they were then known, in 1922, taking inspiration from the popular 19th century fairground attraction, the dancing bear. The Tanzbären treats were larger and slimmer than today’s Goldbears. Smaller, rounder Goldbears appeared during the 1960s and smiling Haribo Goldbears appeared in 1999. The Haribo product range now boasts over 1,000 products, which are available in over 100 countries worldwide. Over 160 million Goldbears roll off the production line every day. Placed head to toe, the Goldbears produced in a single year would wrap around the world ten times. |
Haribo Managing Partner Hans Guido Riegel said: “The Goldbears are our most precious family heirloom. My grandfather invented them, and it is the task of each subsequent generation to nurture this legacy and develop it further with such care that it will continue to bring joy to people all over the world for many years and decades to come.”
According to Nielsen GTC (Q1 2021), Haribo Goldbears are ranked as top non-chocolate confectionery product in seven countries: Germany, Austria, Turkey, Poland, Turkey, Russia and USA. They are also the best-selling product in sugar confectionery in many countries in the travel retail channel.
Haribo opened its first production facility outside Europe in Brazil in 2016. A new plant in Wisconsin is under construction to meet increasing demand from the US market.
