In today’s fast-moving confectionery category, the brands that win, and keep winning, create more than products. They create connection, powered by deep consumer understanding and the agility to act on it.

At Haribo, that’s not a sporadic campaign or quarterly focus. It’s how we operate every day, and a key competitive advantage. We’re one brand globally, united by the same joyful spirit our founder, Hans Riegel, sparked in 1920 with a copper kettle and a rolling pin. At the same time, we’re decentralized by design, with local teams empowered to respond to the tastes and expectations of their markets. We know that not every consumer wants the same thing, and actively listening is the surest way to deliver on their expectations.

Our global consistency builds trust. Our local agility builds loyalty. It’s why you’ll see some flavors in other markets that you won’t find in the U.S., and vice versa. We’re passionate about uncovering what fans crave in every market and giving them more choice, more variety, and more reasons to smile.

When you walk down the candy aisle and see Haribo, our goal is to instantly spark that “kid in a candy store” feeling. Our colorful packs, our iconic Goldbear, and the clear window on every bag…every detail is intentional, designed to put the consumer at the heart of the experience before the first bite.

That mindset drives how we operate, and it delivers results. Take our recent U.S. refresh of Haribo Starmix. For years, American fans asked: “Where’s the Fried Egg? What about the Heart?” Globally, these foam-textured pieces were beloved. Here, they were missing. In the past, adding them might have taken years. But with our first U.S. factory opening in Pleasant Prairie, WI, in 2023 and new foam candy capabilities added in 2024, we went from production to store shelves in under a year. In our category, that’s lightning speed, and it’s possible because we’re operating close to our consumers, and because we have talented, agile teams to make it happen.

We saw the same momentum with Wild Berry Goldbears. Launched in the U.S. as a limited-time offer after fans asked for more berry-forward flavors, it quickly became one of our top sellers. Demand was so strong, we made it a permanent part of our lineup within months.

This is the advantage of one of our core values: focus. By staying in a single category, we simplify complexity, scale with consistency, and respond faster. By producing locally, we eliminate international shipping delays, increase supply chain flexibility, and act on feedback in real time.

And listening isn’t passive. We actively seek it out online, in stores, at events, through surveys and tastings. Every comment, request, and suggestion is a data point and an opportunity.

The confectionery industry thrives on creativity, but creativity without connection doesn’t last. By listening closely and giving our markets the freedom to respond to local tastes, we’re building more than products. We’re building lasting consumer connection, trust, and relevance.

The proof? Haribo is the No. 1 gummy brand in the U.S., our household penetration is at an all-time high, and we’re on more shelves in more places than ever before.

So to our fans and partners: keep talking to us. We’ll keep listening, and keep making the gummies you love, one joyful bite at a time.

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