Humble beginnings

The company has roots dating back to 1910.

“Katjes is a family-owned confectionery brand, which began when Xaver Fassin brought home a traditional licorice recipe from Sicily,” notes Leila Granov-Plavuli, head of marketing, Katjes.

His son, Klaus Fassin, later used this recipe to craft licorice shaped like tiny cats—called "Katjes," the Dutch word for kittens—which were considered symbols of good luck. This charming creation would go on to become the company's first signature product, says Granov-Plavuli.

The brand’s distinctive licorice kittens quickly gained popularity, laying the groundwork for the company’s identity in the confectionery world and sparking the beginning of what would become an  innovative product line.  

“Katjes has continually evolved its offerings in response to consumer trends and values. In 1971, the brand launched Yoghurt-Gums—the first of their kind—which were vegetarian from the very beginning. Then in 2012, Katjes introduced the Grün-Ohr Hase (Better Bunny), a playful combination of vegetarian foam sugar and fruit gum, a one-of-a-kind eating experience,” explains Granov-Plavuli. “By 2016, Katjes made a bold and industry-defining move: the company fully transitioned its product line to vegetarian, eliminating animal-based gelatin across the board. Today, [the company] boasts a completely animal-gelatin-free portfolio, a rare feat in the candy world.”

Katjes USA launched in May 2021, with three SKUs at Walgreens, and a direct-to-consumer online shop. The 4.9-oz standup pouches were available in Rainbow, Sour, and Love & Stars flavors. At the time, the company shared that its products feature a chewy texture, despite not using gelatin as a gelling agent, and are also carbon-neutral, palm oil-free, and contained no high fructose corn syrup.

More recently, one of the biggest shifts Granov-Plavuli says she has seen in confectionery is the surge in demand for bold, adventurous flavors—especially sour candy, which has exploded in popularity among younger consumers.

“They’re craving intense, sensory experiences, and sour hits that mark. At the same time, there’s a growing appetite for international influences, particularly the refined taste profiles and playful textures found in European confections. Katjes has leaned into both these trends, expanding our sour lineup while also exploring unique flavor combinations and unexpected textures inspired by the global candy scene. All of it, of course, stays true to our commitment to vegan innovation,” Granov-Plavuli finishes.

Growth and standing out

Katjes has continuously outperformed on the domestic German market and grown into a truly international brand, with a strong presence in markets across Europe and beyond, Granov-Plavuli comments.

“We've seen long-standing success in countries like Austria and Denmark, and more recently, we've had viral moments in places like South Korea—proof that our unique, vegan candy resonates globally. Today, Katjes is probably the fastest-growing gummy candy brand in Europe and the global market leader in vegan fruitgum—a segment that is experiencing significant growth worldwide,” she explains.

Katjes stands out through its commitment to vegan and conscious confectionery. It was the first German candy brand to convert its entire product range to vegetarian—completely removing animal gelatin from all products. Beyond that, Katjes products are made without artificial colors or flavorings, palm oil, or high-fructose corn syrup.

“The company’s goal is to craft gummies that eliminate unnecessary ingredients while still delivering the fun, flavor, and texture that people love. It’s a more thoughtful approach to candy—playful, delicious, and made with the modern consumer in mind,” specifies Granov-Plavuli.

Katjes initially prioritized putting its products in drug and specialty stores, followed by grocery, and this year, its plan is to double down on channels where it’s seen strong growth and consumer demand. The brand recently started expanding to convenience stores, and Granov-Plavuli believes its products will be a perfect fit.

“With their grab-and-go convenience, we’re confident that we’ll continue to drive strong sales and capture new customers. Our unique value proposition resonates across all retail types, and we’re excited to see even more success in the coming year.”

The company always tries to keep up with current trends in the gummy category, too.

“We travel, travel, travel,” emphasizes Granov-Plavuli. “Everybody on our team is always out and about and brings back new trends and inspirations from other countries and markets—what they see in other categories, [too]. Our digital media experts in the company [stay apprised of] what’s going on and what’s going viral on social media. We search the web on a daily basis—and not in just one market but globally.”

Sustainability and charity

In 2024, Katjes launched a digital campaign exclusively featuring animals from an animal sanctuary. The new campaign highlighted the brand’s commitment to kindness for all animals, reflected in their use of plant-based ingredients instead of animal gelatin.

From playful pigs enjoying mud baths, to affectionate cows receiving cuddles, to clucky chickens giving nose kisses, the year-round campaign champions love and respect towards animals of all species, the brand says. 

Katjes' values align with several animal sanctuaries globally; through its sponsorship of these, the company is aiming to demonstrate its ongoing dedication to animal compassion, aligning itself with the sanctuaries’ missions of rescuing, protecting, and rehabilitating animals in need. Throughout the year, Katjes will contribute to these organizations through donations, website features, and digital activations. 

What’s next

“2025 is set to be a bold and defining year for Katjes. We're leaning into our confident, feminine identity as we bring new products to the U.S. market—designed for ingredient-conscious consumers who value taste, quality, and self-expression,” Granov-Plavuli shares.

“We're also rolling out a full packaging redesign that reflects our modern, vegan philosophy and distinctive point of view. Our latest launch, Wild & Free, channels the spirit of the Wild West with a  unique foam texture and satisfying chew. It’s a vegan gummy that is unique on the U.S. candy shelves,” she adds.

Wild & Free debuted on Amazon in February, and at retail in April, and is a textured, plant-based foam gummy candy. The gummies celebrate the spirit of the Wild West with shapes like cowgirl hats, boots, bandanas, cacti, and phrases like "Yee-Haw" and "Giddy-Up,” and are made with plant- and algae-derived colors and are free from palm oil, animal gelatin, and high-fructose corn syrup. The gummies’ flavors include peach, orange, strawberry, raspberry, cherry, and grape.

“And next, we’re looking to the stars with a U.S.-exclusive gummy featuring a sweet-then-sour flavor profile and a cosmic theme. We can’t wait to see how it resonates with our community,” Granov-Plavuli reveals.

In five years, Katjes aims to be a go-to name on the mainstream U.S. candy shelf—recognized and loved for its bold flavors, unique textures, and commitment to vegan ingredients, she adds.

“Our goal is to build the same kind of cultural relevance and brand loyalty in the U.S. that we've achieved in Germany and other international markets. From a marketing standpoint, we’re focused on deepening our connection with U.S. consumers by leaning into what sets us apart: our entirely vegan portfolio, memorable flavor experiences, and a strong brand identity rooted in self-expression,” Granov-Plavuli expands.