Leading sugar confectionery brand Haribo will introduce new travel retail-exclusive packs at the TFWA Asia Pacific Exhibition in Singapore, 7-11 May (Basement 2 L31).
Haribo said that two lines – Friends & Party Halal pouch and a Duo Pack of Haribo and Maoam sours – target new travelling consumers as it aims to unlock category growth.
The updated range meets the needs of travellers with specific dietary requirements, such as Halal foods that adhere to Islamic requirements. Its Friends & Party Halal pouch targets key markets across India, the Middle East and Africa and will include a mix of Haribo favourites such as Goldbears, TroppiFrutti, Happy-Cola and Starmix.
According to Haribo, Muslim travellers and “growing in number and spending power” and are “an underserved consumer group within the travel retail confectionery business”. The brand cited Halal travel consultancy Crescent Rating which estimates that Muslim traveller arrivals will reach 140 million in 2023 and recover to their pre-pandemic level of 160 million in 2024, before rising to 230 million by 2028.
Haribo also sees untapped potential with sour-flavoured sugar confectionery among Gen Z and Millennial travellers who are “the top consumers of sours”. Its new Duo Pack combines Haribo and Maoam chewy fruit-flavoured confectionery for the first time and includes popular sour favourites such as Haribo Roulette Fizz and Goldbears Sour and Maoam Bloxx and Stripes Sours.
Noting the increased importance of self-consumption in post-pandemic travel retail, Haribo is prioritising the availability of products in tall pouches to provide more gift solutions and to maximise the easy-to-spot, on-shelf vertical merchandising opportunity.
The brand said its colourful and engaging pack designs continue to help drive footfall and conversion.
Haribo Head of Marketing Travel Retail Elisa Fontana commented: “Haribo is delighted to be attending the TFWA Asia Pacific Exhibition at a time when international travel in the region is restarting after the pandemic.
“We are on a mission to bring moments of happiness to people of all ages and all cultural backgrounds. We offer popular solutions for all wallets and believe Asia Pacific is set to be one of the fastest growing markets for sugar confectionery in the next few years.” 
