Haribo and B&S mark distribution partnership first anniversary

By Kristiane Sherry |

Haribo’s Gilles Hennericy and B&S’s Robert Posthumus are celebrating a year of the business partnership. 

Confectioner Haribo and global distributor B&S are marking the one-year anniversary of striking up a partnership in the global travel retail channel. 

Over the last 12 months, B&S has connected the brand to customers across Central and South Americas. 

In addition, it has provided regional support to retailers located in the Middle East and Asia Pacific. 

B&S supports Haribo with added-value services in addition to product distribution, including digital solutions and in-store marketing. 

“We have been delighted by the service quality and reliability of the distribution service provided by B&S throughout the past year and this has been a powerful support in our business growth over this period,” said Gilles Hennericy, Travel Retail Sales Director, Haribo.

“As the post-Covid recovery continues to evolve, we find that our retail partners appreciate the level of flexibility and speed of response that B&S provides. 

“The support we receive from B&S is not only through reliable product distribution but also in its wider range of specialist services. For our brand, this includes the support of brand ambassadors to drive the quality of in-store executions to ensure visibility for Haribo. 

“B&S has also invested in developing smarter back-of-house digital solutions to further support suppliers, including their digital B2B platform kingofreach.com providing a Supplier Portal available to track business development and share relevant documents and reports.  

“As Haribo continues to grow in travel retail, we look forward to further developing the strength of our relationship with B&S across the world.”

Haribo and B&S: ‘Exceptional’ results

Robert Posthumus, Global Manager Brand Partnerships at B&S added: “The first year of any new partnership in global travel retail can, of course, be challenging, but the clarity of the understanding we share with Haribo has delivered exceptional results. 

Haribo now has a much wider distribution in GTR

Haribo now has a much wider distribution in GTR

“We have placed an operational focus on servicing retailers with a clear visibility for Haribo products on our B2B ecommerce platform kingofreach.com and a comprehensive and reliable supply chain support system.  

“We are delighted with the success of our first year of partnership and will continue to develop our relationship to bring Haribo to stores across many regions.”

In 2022, Haribo marked 100 years of its iconic Goldbear with a celebration at the TFWA World Exhibition & Conference.


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