UK Volume 21

uk.superbrands.com Superbrands UK Annual Vol.21 Founded in 1920 by HAns RIegel in BOnn, HARIBO is a market leader in creating great tasting, fun sweets that delight consumers around the world and help friends and families enjoy moments of childlike happiness Market The HARIBO family has been producing great value, quality treats for three generations. Today, its range of confectionery is available in more than 100 countries and 16 factories operate worldwide, including two in the UK. HARIBO’s journey to becoming the UK’s number one sweets manufacturer (Source: IRI Marketplace, 52 wks ending 19th April 2020) and producer of Britain’s favourite treats (Source: Britain’s Favourite Sweets, Channel 5, January 2019 & May 2020), began in 1972 when the company acquired majority stakes in British confectioner, Dunhills. Taking full ownership in 1994, the brand set about revolutionising the UK sweet market; this started with today’s number one sweet brand HARIBO Starmix and the launch of Tangfastics, with its unique tangy recipe. Product HARIBO’s universal appeal spans generations. As its famous slogan suggests, it is loved by both kids and adults; many remember growing up with their HARIBO favourites and have since, in turn, enjoyed sharing those moments of nostalgia with their children. Through its popular gums and jellies, liquorice favourites and MAOAM fruity chews, HARIBO prides itself on its reputation for quality, great taste and for delivering fun, excitement and innovation into the confectionery aisle. Offering something for everyone, HARIBO has created its own unique mixes that have become iconic, with Starmix, Tangfastics, Supermix and Giant Strawbs, to name just a few. This variety is complemented by the popularity of sister brand MAOAM, which delivers the category’s leading fruity chews, including Stripes and Pinballs. Achievements From its operations and products, through to the way it markets its treats, HARIBO strives for excellence throughout its business. This commitment has resulted in significant investment, achievements and growth. Bolstering its success in the UK, HARIBO strengthened its infrastructure in 2016 with the official launch of a new Yorkshire based production facility; this marked a significant, multi-million-pound investment. The brand’s dedication to maintaining a safe workplace is also continuously endorsed. In 2020, HARIBO received the prestigious ‘Order of Distinction’ from the Royal Society for the Prevention of Accidents (RoSPA). This acknowledged its ability to demonstrate the highest standards The UK has more than 100 different varieties of HARIBO DID YOU KNOW?