Pink ribbon Gold-Bears bag

These gold bears are thinking pink this month.

Haribo Gold-Bears bags now proudly sport a pink ribbon in support of breast cancer awareness as part of a collaboration between the world’s largest gummy, licorice and marshmallow candy manufacturer and the National Breast Cancer Foundation.

The Maryland-based Haribo of America has participated in local charity initiatives in the past, but this new partnership is the first to go national.

Breast Cancer Awareness Month is a big campaign for the foundation, which supports those affected by breast cancer and educates the public about early detection and support services. NBCF will get a portion of the proceeds from Haribo Gold-Bears sales through October.

“During this national month of acknowledgement, we wanted to make it easy for our consumers to show their support,” says Haribo CEO Sal Ferrara. “NBCF does exceptional work in communities nationwide, and we’re happy to partner in this way to further support their work through donations and awareness-generating initiatives.”

The funds from partnership will help NBCF provide free mammograms and early detection services to women across the country, explains Janelle Hail, the foundation’s founder and ceo.

Breast cancer is the second leading cause of death among women, according to the NBCF. However, death rates have been declining due to heightened awareness about prevention and improved treatment.