L-R: Elisa Fontana, Director Marketing and Trade Marketing Travel Retail at Haribo; the new Travel Parade range.

Haribo has expanded its Travel Parade range with a new gifting-focused format, launching a multi-pack presented in a reusable cotton bag exclusively for global travel retail.

Introduced in March, the new Travel Parade gift pack contains three 100g bags of jelly sweets, designed for sharing and portion control. The set is housed in a colourful, Haribo-branded 100% cotton bag that can be reused as a passport holder or for storing small travel essentials, adding a practical element to the gifting proposition.

The pack also includes a complimentary card game, reinforcing the brand’s focus on interactive, shareable experiences that extend beyond the product itself.

The Travel Parade concept centres on travel-themed gummies shaped like planes, trains, ships, cars and campervans, offered in six fruit flavours: strawberry, raspberry, orange, apple, lemon and pineapple. The range is vegetarian and tailored to travel retail with multiple formats and sizes, including halal options for specific markets.

The new gifting edition is being rolled out globally (excluding China) and forms part of Haribo’s strategy to drive differentiation through travel retail exclusives and impulse-led purchases.

Elisa Fontana, Director Marketing and Trade Marketing Travel Retail at Haribo, said: “We are delighted to present the new Travel Parade gift bag edition as an exclusive to the global travel retail channel, particularly as we are showcasing it as part of our presence at this year’s IAADFS exhibition.

“This is the latest in our continuing stream of Haribo travel retail exclusives, which we see as an absolutely crucial vital element in surprising and delighting the shopper, differentiating the offer and making our channel a ‘must visit’ on every journey.”

The launch also supports Haribo’s broader growth ambitions in the Americas, with the Travel Parade range now being introduced to the US market as the brand continues to build momentum through innovation and consumer-led product development.

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