Haribo marks 100 years of the Goldbear with travel retail LEPs and activations

By Luke Barras-hill |

More than 160 million of the fruit gummies are produced every day and remain a best-selling product in the travel retail sugar confectionery segment.

Confectionery brand Haribo is celebrating the 100th anniversary of its iconic Goldbears this year with a series of activities within global travel retail.

Limited edition products, birthday branding on displays and special ‘Bearsday’ activations in several outlets are being rolled out in an ode to the iconic gummy treat.

Throughout 2022, the packaging of Haribo Goldbears’ travel exclusive products in Europe including the resealable pouches, bear-shaped candy tins and Halal range will feature a ‘Happy 100th Bearsday’ logo accompanied by the Haribo mascot wearing a jaunty party hat.

The 100th ‘Bearsday’ activations are being planned in partnership with retailers such as Gebr. Heinemann and Dufry and across Haribo’s biggest travel retail markets. A Haribo Goldbear recipe book is also the pipeline, promising plenty of festive inspiration.

Bonn-based candy maker Hans Riegel founded Haribo on 13 December 1920 from a small kitchen, with the popular Tanzbären (dancing bears) developed in 1922.

The popularity of the Goldbears, the first gum product in bear form, allowed Haribo to tap into a global market for fruit gummies and liquorice.

In the 1960s, slightly smaller Goldbears replaced the dancing bears with the packaging adapted for a modern generation.

From 1961, the items have been available in individual bags and in 1995 the first smiling Goldbears were phased into production.

Today, the company now sells more than 1,000 products worldwide in more than 100 countries.

According to Haribo, the Goldbears produced in a single year would wrap around the world ten times.

“The Goldbears are our most precious family heirloom,” said Hans Guido Riegel, Managing Partner of the third generation family owned company.

“My grandfather invented them, and it is the task of each subsequent generation to nurture this legacy and develop it further with such care that it will continue to bring joy to people all over the world for many years and decades to come.”

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