Haribo brings destination-inspired storytelling to summer travel with channel-exclusive My CityTrip

Confectionery house Haribo has launched My CityTrip, a travel retail-exclusive (TREX) expression designed to capture the peak summer travel season in Europe, supported by the brand’s largest global travel retail activation to date.

Centred on destination storytelling, the new 700g pouch features ten colourful jelly candies inspired by some of Europe’s most recognisable landmarks and destinations.

These include Acropolis of Athens (Greece), Eiffel Tower (France), Big Ben (UK), Sagrada Familia (Spain), Windmill (The Netherlands), Brandenburger (Germany), The Colosseum (Italy), Fisher Bastion (Hungary), Torre de Belem (Portugal) and Parliament of Oslo (Norway).

Rolling out across more than 150 stores at 40 airports, the ‘Embark on a Sweet Escape!’ campaign spotlights region-specific hero products, with My CityTrip as the European flagship and the centrepiece of Haribo’s seasonal campaign in its core region.

The range comprises ten destination-inspired gummy shapes in six colour/flavour combinations: Yellow (Lemon), Red (Strawberry), Orange (Orange), Blue (Blueberry), Pink (Raspberry) and Green (Apple), offering up to 60 variations. Every shape is inspired by a story from Europe’s landmarks, history and culture.

The resealable pouch is designed to maintain freshness and offer convenience for on-the-go snacking, sharing and controlled portions.

A QR-activated digital game further enhances traveller engagement, inviting consumers to explore the ten featured European landmarks through a series of entertaining quiz questions.

The experience combines discovery and play while extending Haribo engagement beyond the product.

Haribo Director of Marketing Elisa Fontana said: “My CityTrip was specifically developed as an innovative and exclusive product to target the travel retail audience in Haribo’s key home territory of Europe.

“It offers an innovative, travel retail exclusive that celebrates Europe’s iconic cities and tourist attractions and aims to create deeper, more sustained engagement with the traveller – embedding the product more deeply into the passenger journey and beyond.

“The powerful heritage, trust and appeal of the Haribo brand provides a solid platform from which to launch engaging, exciting and relevant new products to the travel retail audience, particularly in targeting the surge in summer leisure traffic.

“Consumers are not naive enough to think that ‘new’ is enough to inspire a purchase; they want to discover new products that not only resonate with their taste needs and preferences but also surprise them with innovations in both product and presentation.

“My CityTrip is central in our ‘Embark on a Sweet Escape!’ campaign, which is the largest in the brand’s travel retail history. The new product’s importance is highlighted by the fact that we developed a soft launch in 2025 to experiment and refine our sales and marketing strategies to optimise its full launch this year.

“Among our key retail partners, we have had early feedback that My CityTrip has already surged into their top five Haribo SKUs and the sharing pouch (700g) has performed particularly strongly, including becoming a top-three Haribo SKU for at least one of our retail partners.

“We have also had very positive early feedback from consumers on the added digital My CityTrip quiz game, which is activated via an on-pack QR code, and this feature is emphasised strongly within our in-store activations.” ✈