the colourful world of HARIBO

The colourful world of
HARIBO – A company
with a tradition rooted in sweets
In a word …
“Kids & Grown-ups love it so, the Happy World of HARIBO” – there aren’t many people who haven’t heard
our famous and trusted slogan.
Yet, no matter how cheerful and light-hearted the advertising message may be, our slogan carries with it a
commitment and promise to our customers. A promise which HARIBO has always kept, come what may. It’s
not without reason that HARIBO sweets are the most popular among consumers and have been so for many
decades! A product so loved and so popular as HARIBO however also makes people curious and gives rise to
many questions and queries. Our PR and Marketing departments are always fielding requests for ever-more
information concerning the colourful world of HARIBO. Consumers, retailers, and journalists all want to know
just how and when HARIBO got started, how the traditional company from Bonn acquired its name, how the
colourful and varied product range of gums, jellies, marshmallows and liquorice were developed, how and by
whom were the legendary HARIBO Golden Bears created, and how HARIBO finally achieved its standing
today: as a successful, worldwide business with almost legendary customer loyalty.
On the following pages, all these and many more questions will be answered. We’ll tell you the story of our
company and its people and also about the great importance we place on quality standards, our myriad of
products, as well as the many production processes and interesting events surrounding the Golden Bears & Co.
We hope you’ll learn a lot, laugh a lot, and above all come to understand why HARIBO is considered by
consumers to be the most trustworthy sugar confectionery brand in the world.
So go on, – why not dive into the colourful world of HARIBO!
Yours sincerely,
HARIBO International
Seite 10
Page 4
HARIBO Chamallows
Page 24
The Fruit Gum
Page 14
The Golden Bear
Page 20
Advertising, Marketing
and other Highlights
Page 38
Page 26
Page 45
Product Design
and Production
Page 32
Our History since 1920
1920 – Hans Riegel
founds HARIBO.
1920 – The first “factory” is a kitchen sink
in Kessenich, Germany.
1921 – ans Riegel
marries, and his wife,
Gertrud, becomes the
first HARIBO employee.
A Sack of Sugar
and a Copper Kettle
Hans Riegel was born on 3 April 1893 in Friesdorf near Bonn, the son of Peter
and Agnes Riegel. After technical school he sought work as a confectioner and
spent five years at the firm Kleutgen & Meier. Further stages in his career
include jobs at production plants in Neuss and Osnabrück. Then after World War
I, Heinen, a company based in Bonn-Kessenich, was looking for a confectioner,
and Riegel was taken on as a partner, after which the company became known
as Heinen & Riegel. In 1920, Riegel became the sole owner of the firm. He
acquired a house on Bergstrasse in Kessenich, a suburb of Bonn where he set
up his first production plant. The starting capital consisted of a sack of sugar, a
marble slab, a stool, a walled-up stove, a copper kettle and a roller. Here, in a
small kitchen sink, the legacy of an internationally successful enterprise was
born. On 13 December 1920, Riegel registered the name HARIBO, an abbreviation of HAns RIegel BOnn, in the Bonn Commercial Registry. In 1921, he married
Gertrud, who was to become the first employee of the young company.
1925 – The legendary liquorice sticks
are a really big seller.
History 1930-1935
1923 – The first HARIBO delivery van.
1930 – HARIBO already employs 160 workers.
HARIBO Golden Bears and Liquorice Sticks –
The Cornerstone of a Sweet Success Story
In 1922, Hans Riegel laid the cornerstone of HARIBO’s forthcoming success by creating
the Dancing Bear – a little bear made out of fruit gum, which would later become as
world famous as the HARIBO Golden Bears. Rising demand called for an investment in
modern transportation technology and in 1923 HARIBO acquired its first automobile,
complete with business placard, for making deliveries to customers.
Up until this time, his wife and colleague, Gertrud, had delivered each day’s batch of
sweets by bicycle. In the same year, their son, Hans, was born, followed in 1924 by their
daughter, Anita, and then in 1926 by their second son, Paul. Only three years after the
creation of the Dancing Bear, Riegel laid the second cornerstone for HARIBO’s later successes: He began to produce liquorice products. Early best-sellers were the famed
liquorice sticks bearing the HARIBO logo. Many other liquorice delicacies soon followed,
including the liquorice wheel, which was later to become internationally famous. By
1930, HARIBO employed 160 workers and a strong team of sales representatives was
in place covering all of Germany to ensure HARIBO products were available everywhere.
1922 – Hans Riegel invents
the Dancing Bears.
A further stroke of genius in the mid-thirties gave the firm the simple, congenial, and
catchy slogan “HARIBO makes children happy,” which in German, “HARIBO macht
Kinder froh,” has an easy nursery rhyme jingle to it. Steadily rising sales figures naturally
required an expansion of production capabilities and between 1930 and 1933 the main
building of today’s plant in Bonn was constructed. In the run-up to World War II, the
company had become a solid, mid-sized firm with around 400 employees. The years
1939 to 1945 found Germany with the unfortunate task of making tanks over gummy
bears and HARIBO experienced setbacks, mainly due to the shortage of raw materials.
When firm founder Hans Riegel passed away in 1945 at the age of fifty-two, Gertrud
kept the company going through the immediate aftermath of the war.
HARIBO-Characters – The “Liquorice
Sticks” were once as distinctive as
the “Golden Bear“ are nowadays.
History 1950, 1965, 1985
1946 – Paul and Hans Riegel
take over the family business.
Dr. Hans Riegel Today
Paul Riegel
† 2 August 2009
The Second Generation
The rebuilding of the company began immediately after the end of World War II. In 1945,
HARIBO was down to only about thirty employees, but the production facilities in Bonn had
1962 – HARIBO’s first
TV ad is broadcast.
at least made it through the war undamaged. The biggest problem in the first few years
after the war was the scarcity of raw materials. When Hans and Paul Riegel were released
from POW camps, they took over running the company from their mother, dividing the work
in a way that remains in place to this day: Dr. Hans Riegel became responsible for the distribution side, including sales and marketing, whilst his brother, Paul, was responsible for production up to his sudden and unexpected death in August, 2009. As an experienced
tinkerer, he designed machines himself and even built the prototypes in workshop at the
plant. One of his most spectacular inventions was a machine for making the liquorice
The results soon showed the wisdom of their approach: The flourishing enterprise
expanded and – only five years after the war – came to employ almost 1,000 workers.
Seit 1991 – homas Gottschalk
becomes a spokesperson for
the HARIBO Golden Bears.
Of primary importance for the continued success and growth of this family company was
the uniformly high quality standards of the products, the constant development of new and
timely product ideas, and, last but not least, the marketing strategy developed by Dr. Hans
1998 – HARIBO goes online.
Riegel for the entire product range. In the mid-sixties, the slogan “HARIBO makes children
happy” was expanded to include the phrase “– and adults, too”. This newly evolved slogan
worked extremely well, marking the ever-widening fan-base for HARIBO products. (The English version, which works in the rhyming of the original, was translated as “Kids and grownups love it so, the happy world of HARIBO”). HARIBO recognized very early on how
important the new medium of television would be for the further development of the company and, in 1962, the first HARIBO commercials were broadcast on German television.
HARIBO ads were broadcast on German television. In order to create a continual and familiar
presence in Germany, in 1991 HARIBO also established what is now the longest-lasting
advertising partnership with a spokesperson, by bringing in the famous entertainer, Thomas
Gottschalk. He has been actively involved in advertising for the “Golden Bear” and many
other HARIBO products ever since 1991. By 1998 HARIBO had begun to use even newer
media, embracing the new on-line community and setting up its own website. Now HARIBO
fans can keep up with the latest developments at any time and at any place by logging on
HARIBO International
HARIBO International
A Rainbow of Products and an International
Network of Manufacturing and Sales
The history of the HARIBO is an on-going success story. What
HARIBO products are manufactured at sixteen locations
started at a small kitchen sink in a small suburb in Bonn with a
all over Europe. The firm has also continuously been increasing
sack full of sugar and a copper kettle has developed into one
its market standing and expanding its product range, through
of the best-loved and most well-known brands in the confec-
the purchase of top-quality brands both in and outside
tionery industry. The appearance of the products may have
Germany. The story of HARIBO is one which has gone from one
changed over the decades, but the excellent quality of the fruit
level of success to the next.
gum, marshmallows and liquorice sweets from HARIBO has
An additional component that may help to explain the extraor-
always remained the same. Meanwhile, the quality of HARIBO
dinary success that HARIBO has enjoyed around the world is
products has impressively asserted itself well beyond national
the development of several sweet treats, which seem to
borders. In particular, the very popular “Golden Bears” have
match perfectly to a variety of country-specific tastes. Keep in
become a continual international “best seller”. The small fruit-
mind that the exact HARIBO range of products is by no means
flavoured gum drops are cherished by their fans from around
identical from one country to the next. The French, for example,
the world. The Americans love their “Gold-Bears”, people in
clearly prefer marshmallow products such as “Tagada” or
Spain their “Ositos de Oro” and in Poland the people love to
“Chamallows” and sugar-coated candies like “Dragibus”.
snack on their “Zlote Misie”, to mention only a few examples.
In England, “Star Mix” is the number 1 seller among
The fact that HARIBO is today a European industry leader is,
young and old alike. And in
however, not only due to the great quality of its
the Scandinavian countries,
products, but also harks back to the nonstop inter-
a clear preference is “Mata-
est from day one in building a
dor Mix”, a mixture of fruit-
deeply integrated production
flavoured gum drops and
and marketing network. Today,
Even by the end of the twenties
HARIBO acquires the majority of shares
HARIBO crosses the Pond. The headquar-
HARIBO is establishing ties with foreign
in the traditional French company
ters for the new US sales office, “HARIBO of
companies. Talks with Christian and
“Baeren-Schmidt”, where the popular
America, Inc.”, is an office block bought
Eckhof Hansen of the Sukkervaren-fab-
gingerbread hearts, domino biscuits, and
specifically for this purpose in Baltimore,
rikker Danmark lead to the joint
other long-life bakery products are pro-
founding of HARIBO Lakrids A/S in
Copenhagen in this year.
HARIBO takes over Edmund Münster
HARIBO buys into “Dunhills”, a traditional
GmbH & Co. KG in Neuss. In 1900
HARIBO acquires “Kleutgen & Meier” of
English company which is known for its
Edmund Münster bought the “Düsseldor-
Godesberg, the firm where company
“Pontefract Cakes”, a regional specialty.
fer Lakritzenwerk”, established in 1898. In
founder Hans Riegel took his first steps
In 1994 HARIBO acquires the remaining
1930 he acquired the foreign license to
into the industry. It still sells fruit gum
shares and establishes the brand name
produce the soft candy MAOAM (see
confectionery under the brand
page 45 for additional information) and in
1982 the production facilities moved from
Düsseldorf to Neuss.
HARIBO acquires “Bonera Industrie en
Handelsmaatschappij N.V.” in Breda,
HARIBO establishes a sales organization in
Holland. After consolidation the name is
Norway, the headquarters of which,
changed to “HARIBO Nederland B.V.”
HARIBO LAKRIS A/S, is based in Oslo.
HARIBO acquires shares in the French
HARIBO becomes active in the new east-
confectionery factory “Lorette”. The Mar-
ern states of unified Germany after the fall
seille-based company changes its name
of the Berlin Wall by acquiring the “WESA
to “HARIBO France S.A.”. Later in 1985
Confectionery Factory”. This establishment
HARIBO purchases “Ricqles Zan S.A.”,
started out as a candy, gingerbread, and
also based in the South of France. These
chocolate factory founded by Oswald
companies are merged into a new firm
Stengel in 1898. His son sold it to the
at the end of 1987 creating HARIBORIC-
state of Saxony in 1949, when it became
QLES ZAN with production facilities in
HARIBO sets up a sales organization in
the publicly owned Süßwarenfabrik WESA.
Marseille and Uzès and
Sweden, with its headquarters, HARIBO
supplying France and other southern
LAKRITS AB, in Helsingborg.
HARIBO acquires 100 percent of the
European markets.
shares of the Italian company “SIDAS
HARIBO establishes a sales organization
DOLCIARIA S.p.A.” and establishes
HARIBO purchases shares of “Dr. Hillers
in Austria. After HARIBO acquires Panuli
“HARIBO Italy S.p.A.”, with its headquarters
AG” of Solingen. In 1974, HARIBO
Bonbon GmbH in 1988, independent
in the northern Italian city of Milan..
acquires the remaining shares.
production starts here, too, under the
Riegel Betriebsorganisation GmbH”.
HARIBO establishes a sales organization in
Finland, HARIBO LAKRIDS OY AB, with its
headquarters in Helsinki.
HARIBO International
HARIBO takes over the renowned brand
HARIBO buys the Dutch candy
“Vademecum”, producer of dental
manufacturer “Hoepman” in Hoogezand
chewing gum and cough sweets.
in the province of Groningen. This
company makes liquorice and hard and
soft marshmallow candies.
After having established a sales
The HARIBO Factory in Austria
presence in Spain, HARIBO ESPANA S.A,
in 1985, ten years later HARIBO now
HARIBO takes over the Turkish fruit gum
opens production facilities there.
and marshmallow producer “Pamir Gida
Sanayi A.S.”, opening up new markets for
HARIBO in the Middle East, Turkey, and
HARIBO opens its “Musée du Bonbon.”
the Muslim regions of the former Soviet
in Uzès, France. The museum charts the
history of sweets, liquorice and fruit
gums, which is of course to an extent,
the story of HARIBO itself.
HARIBO opens a branch sales office in
The HARIBO Factory in Denmark
Poland, HARIBO Sp. Z o.o.
HARIBO takes over the Belgian company
“Dulcia” under the brand name of
HARIBO taps into the largest Eastern
HARIBO BELGIE B.V.B.A. and begins to
European market – Russia – by setting
build up its marshmallow range, which
up a sales agency in Moscow, OOO
have been marketed under the trade
Haribo SK s.r.o.
The HARIBO Factory in Spain
name of !Chamallows since 2007.
HARIBO opens a sales organization in
In the middle of June, HARIBO acquires
Slovakia, HARIBO SK s.r.o.
the Spanish confectionery producer
Geldul S.L. in Alicante.
“HARIBO Australia Pty Ltd.” becomes
the Bonn confectionery producer’s
The Eastern European market becomes
representative “down-under”.
increasingly important. HARIBO establishes a sales branch in the Czech Republic,
HARIBO CZ s.r.o., with its headquarters in
In Portugal marketing is facilitated by
the establishment of a new sales
Facilities in Hungary
organization, HARIBO Portugal,
Unipessoal, Lda.
The year 2000 marks the completion of
a production facility in Hungary, HARIBO
Hungárai Kft., enabling significant inroads
to be made into the Eastern European
Fruit Gum – A History
Fruit Gum –
A Long and Varied History
It has been a long journey to the birth of the Golden Bears: HARIBO’s most popular and well known
sweet. Strictly speaking, it’s a journey that started over 2,000 years ago, as even in ancient times man
was concocting sweets. The Greeks and the Romans liked to eat cakes sweetened with date juice,
honey or soaked in grape juice. During the Middle Ages people enjoyed all different kinds of gingerbreads. In the sixteenth century, the age of discovery, sailors and explorers brought the cocoa bean to
Cane Sugar – A long-standing luxury item
Sugar cane imported from Arabia through Venice and into Europe in the first millennium AD was for a
long time a very expensive luxury item, which only nobles and very wealthy merchants were able to
afford as seasoning or even as medicine. In the fourteenth century, 100 kilograms of cane sugar would
have cost the equivalent of 1,200 Euros today.
Beet Sugar – Luxury for the People
It was only later on that a wider array of people got the chance to try this luxury item. The blockage of
Europe during the war with Napoleon in 1806 broke the hold overseas suppliers had on the raw
sugar market. Germany was at the forefront of the development of sugar beet production in
the middle of the eighteenth century. By the middle of the nineteenth century beet sugar
had become an affordable daily staple.
Gum Arabic – The Decisive Fruit Gum Ingredient
Resourceful bakers of the nineteenth century discovered that sugar could be combined
with the resin of a particular acacia tree found in Africa, Asia, and also Australia. The
cleanest and clearest gum Arabic came from the province of Kordofan in Sudan. This raw resin would
be purified, prepared, and boiled with sugar. With the addition of fruit and other flavourings the first soft
Sugar Beet –
A source of
fruit gums were invented – the forerunners of the famous HARIBO gums and jellies.
Fruit Gum –
The Secrets Inside
It’s really no secret as to how fruit gums are prepared: They are
made from a mixture of glucose syrup (which makes them
transparent), sugar and dextrose (which makes them sweet),
and gelatine (which makes them chewy). After that come the
coloured extracts of fruit and plant concentrates, flavouring,
Fruit Gum
In addition to the classic fruit gum,
there are also many other products
in HARIBO’s range made from
special additions or unique
combinations of ingredients.
starch, and a little citric acid.
But the chefs are keeping quiet about the exact proportions of
the mixture and the magical ‘know how’ used during production: That’s where the real secret lies as to why HARIBO sweets
taste so incomparably good.
The Colours –
A Pure Product
of Nature
Since the end of the eighties, the Golden Bears and
many other HARIBO products have obtained their
colourful appearance from fruit and plant concentrates. The
Combined Products
required colours are produced by fruit preparations in various
A mixture of sugar, brown sugar syrup,
gelatine, glucose, fruit and vegetable
preparations, and flavours combined with
liquorice results in the unique taste of fruit
gum and liquorice all in one. Especially
popular are the multi-layered combinations
of jelly, cream and foam products.
mixtures, including blackcurrants, oranges, lemons, elderberries,
red currants, aronia, grapes, spinach, nettles, passion fruit, mangoes, carrots, and kiwis.
Fruit Gum – Products and Ingredients
The Fruit Gum Product
Produced from sugar, gelatine, glucose, and
added fruit flavours, poured in powder form into a
mold and sweetened, HARIBO fruit gum sweets
come in mostly fruit and animal forms and are
available in a rainbow of colours and flavours.
Specialty Items
HARIBO Cough Drops belong to its specialty product
range. HARIBO “Bronchiol” are available in the
flavours menthol, cherry and with an herbal filling, a
combination of eucalyptus, menthol
and eight different herbs.
HARIBO “Jogi-Kiss”, a clever
combination of fruit drops,
marshmallow, and a “visible”
yoghurt preparation.
HARIBO “Fruity-Kiss”, a delicious
combination of marshmallow, fruit drops
and a fruit preparation.
Gelatin, Starch,
Agar-Agar –
Alternatives to Gum Arabic
The chewy sweets which were once produced with gum Arabic had a different consistency, which meant a different chew
and taste experience, from today’s Golden Bears and other
fruit gum products. However, the extraction of gum Arabic
became so expensive that the candy market had to look for
other raw materials. To produce its various fruit gum products
HARIBO started using gelatine in the eighties – in particular,
pigskin gelatine. Some fruit gum products were also produced
with the aid of starch or agar-agar, a type of tropical algae,
meaning that they can also be enjoyed as vegetarian or Halal
options. Such products today include Sour Gherkins or CherryCola. The main ingredient of the fruit gums, gelatine, contains
neither fat nor carbohydrates. A half-litre of plain gelatine jelly
contains only 40 kilocalories. Scientific studies show that gela-
Wine Gums
tine can prevent lasting joint damage. Taken regularly, it
These are produced from sugar, gelatine,
glucose syrup, dextrose and a very small
amount of wine, together with added flavours,
and colours. The small percentage of alcohol
in the wine naturally cooks off during the
production process.
strengthens the skin and connective tissue.
Fruit Gum – Products and Ingredients
Jelly Products
These flavoured soft sweets are produced mostly by
the powder casting method (see page 34.) Gelling
with agar-agar leads to a softer consistency than
with fruit or wine gum sweets. HARIBO jelly
products come mostly in fruit forms, such as
raspberries, blackberries, or the
HARIBO peaches.
Extruded Products
Fruit gum sweets can also be produced
through the high pressure and temperature
of the so-called wheel press
(an extruder).
The Golden Bears
The Dancing Bear
(ca. 1930) – Forerunner of
the Famous Golden Bears
The Golden Bears –
Cult Classic and HARIBO Star
The Black Bear (1925) –
Its Liquorice Cousin
HARIBO’s world famous Golden Bears remain the undisputed fruit gum stars, synonymous with all fruit gum confectionery. It can truly be said that Golden Bears have
achieved a cult status, spanning across all generations.
The Dancing Bear — Inspiration for the Golden Bears
Hans Riegel, the founder of HARIBO, created the first bear mold, the source of
today’s Golden Bears, back in 1922. His inspiration for these “Dancing Bears” were
the trained bears that showed up as regular entertainment features at nineteenth
century fairs and festivals.
Travelling performers presented these chained bears for the crowd’s amusement.
People enjoyed their little tricks and lumbering dances, however for the bears, this
sort of activity was obviously of dubious pleasure.
The Dancing Bear made from fruit gum was larger but also thinner than today’s
Golden Bears. It quickly took its place next to the Sweet Devils as one of the classics
of the HARIBO product line. Two Dancing Bears cost only a pfennig in inflation-sheltered Germany. In 1925, Hans Riegel also started producing liquorice sweets – and
Dancing Bears (1922) –
Affordable Treats
at Christmas
the Dancing Bear acquired a cousin, the so-called Black Bear.
The Teddy Bear – A Second-Generation Bear
In the 30’s, another relative showed up: the “Teddy Bear”. He was smaller and
rounder and was a snack version of the popular stuffed toy. Teddy bears were
named after the twenty-sixth president of the United States, Theodore Roosevelt
(1901–1909), who was quite the hunter and had a preference for bears. On official
occasions he was therefore often given stuffed versions of this animal, and so they
soon became known as “Teddy” bears, using the shortened form of his first name.
Theodore “Teddy”
Roosevelt, after whom
Teddy Bears were
1960 – The Golden Bears are born.
1960 The Golden Bears, the offspring of the legendary Dancing Bear, first appears on
the market. This marks the birth of the cult confectionery character..
1961 – The Golden Bears come in a bag.
In the land of the economic miracle the market is prospering. In the 60’s the trend
of breaking with the past continues, higher growth, and innovative spirit. Naturally
the HARIBO creative team works on new ideas. Up until this point HARIBO sweets
have only been available in decorative tins or sold loose in paper boxes. Now
cellophane bags are appearing on the shelves as a modern packaging option.
1967 – The Golden Bears get their birth certificate.
The roaring success of the new product leads HARIBO to obtain an
official “birth certificate” for their Golden Bears. In this year the German
Patent Office records “Gold-Bären” as a registered trademark.
1968 – The Golden Bears change packaging.
At the end of the 60’s, the Golden Bears packaging gets a face-lift and updates
to a modern cellophane bag bearing the HARIBO logo.
1978 – The Golden Bears change shape.
In the seventies the aesthetics of everyday life changes for HARIBO customers
and so the Golden Bears shape adapts to the times too. Their original, relatively
round shape with splayed feet changes to the more compact and stylized shape
we know today. The bag also takes on a new look: the teddy bear design now
appears in technicolor.
1989 – The Golden Bears change colour.
Now the Golden Bear’s colours go natural and are somewhat paler since they are
obtained from fruit and plant concentrates, However this doesn’t damage their
popularity one bit. The yellow Golden Bears with the red bow-tie appears on the
packaging for the first time at this stage..
2003 – The “Golden Bears” are chosen as the most
trustworthy confectionery brand in Germany
Thanks to the “Golden Bears”, HARIBO has been repeatedly chosen since
2003 the most trustworthy confectionery brand in the biggest annual
European consumer poll by Reader’s Digest.
2007 –The “Golden Bears”
celebrate their 85th birthday!
To celebrate their 85th birthday, the “Golden Bears” were
given a new recipe, a new design – and a uniform, happy
smile. “Apple” was introduced as the 6th taste. The celebration was communicated throughout Germany in a
nationwide promotional campaign. The motto: “Now
the Golden Bears are even fruitier!”
The Golden Bears Family
The Mini-Golden BearsFor all those who love the
little things in life – these
mini-bags of Golden Bears
can often be found on
your pillow in hotel rooms.
The extra-large Bärlis for twice
as much flavour.
The Golden Bear –
A Cult Favourite for
Young and Old Alike!
ome tional
Wi t addi
grea efits!
The “Golden Bear Can”
The first completely new packaging in the exclusive
Golden Bear design! The can looks just like the well-known
product itself and can be used over and over again around the
house as a form for pudding or jello, but only after all of the
tasty, original contents have been eaten, of course!
Christmas Golden Bears
and Bärlis
For Golden Bears-lovers who don’t want to
go without their favourite sweet during the
Christmas season, HARIBO also produce
special Christmas Golden Bears or Christmas
Bärlis to go under the tree. The Christmas
Bärlis even put on a festive Santa Claus
hat to mark the season.
Juicy Golden Bears
Since 2009, the “Golden Bear” Family has been very happy about a lot of
newcomers into the family.
The “Juicy Golden Bears”, with 22% real fruit juice and their soft consistency, have become a real enrichment to the product line. This juicy taste
treat is available in the flavours apple, pear, raspberry, peach, lime and
black currant. This product was awarded prize “HIT 2009” from “Lebensmittel Praxis” in the summer of 2009.
HARIBO Chamallows –
Marshmallows at their finest
Dulcia, a traditional brand name in Belgium
Our most important customers already knew it: The candy company Dulcia, for decades the manufacturer of the very popular
Belgian Dulcia marshmallow products, has been a member of
the HARIBO Group since 1996. The company Dulcia (which in
Latin means mild, sweet) was founded by Grégorius Nuyts in
the Belgian city of Deurne in 1950. The company moved to
Kontich in 1962, where the four children of the founder continued to manage the company of their parents. Ten years later, a
devastating fire destroyed all of the production facilities, but the
family successfully rebuilt the plant very quickly, installing the
most advanced manufacturing technology available at the time,
as well as the most modern machines.
From Dulcia is born BARIBO Chamallows
When HARIBO took over Dulcia in 1996, the brand name “Dulcia”, with its strong position in the marketplace, stayed on for
more than ten years, with its successfully manufactured and
marketed products like “Soft-Kiss”, “Coco-Balls” and “Rombiss”.
It wasn’t until 1997 that the final changeover of all of the Dulcia products took place, creating the HARIBO brand “Chamallows. This made a uniform global marketing approach to
HARIBO marshmallow products possible.
“Chamallows” – the tasty
marshmallow combinations
with the striking icing bag.
The name may change,
but the quality remains
The constant and convincing high quality has, of course,
remained and only certified suppliers receive orders from to
deliver our raw products. The production process is also monitored right down to the minutest detail. Not much has changed
for the consumers, other than the fact that the buyers can now
bring Chamallows directly into connection with HARIBO, which
gives them an additional guarantee that the highest possible
levels of quality and reliability are being maintained.
Chamallows “Barbecue” –
always a treat, whether
they’re enjoyed hot
or cold.
HARIBO Chamallows
Chamallows “Coco Balls” Marshmallows with a finelygrated coconut
Chamallows “Mix” –
The one-of-a-kind soft
and colourful mixture
Chamallows “Minis” –
Tasty little marshmallows
that are also ideal for
decorating desserts, cakes
and ice cream
Chamallows “Soft Kiss” –
The special marshmallow
variety in either chocolate or
vanilla flavour
Chamallows “Rombiss” –
The classic marshmallo
with a delicious
vanilla flavour
Liquorice – A History
Liquorice –
The Black Gold
Condiment and Sweet Medicine
HARIBO liquorice products are among the most popular sweets around, whether they be
wheels, candy sticks, sugar-coated or salted. Liquorice products all stem from the liquorice root
of the butterfly flower family. The sap tapped from these roots is much sweeter than sugar. The
liquorice products we enjoy today as sweet, spicy, or salty tasting treats were mainly herbal
remedies a thousand years ago. Liquorice sap contains glycyrrhizin acid, which calms the stomach lining and the bronchial tubes, and so it was used for colds and stomach complaints. Recent
studies at New York University have even shown that liquorice sugar can render the herpes
virus harmless.
The healing power of the
liquorice root was already
known in ancient Egypt.
A Short History of the Magical Root
The history of liquorice goes back thousands of years. Liquorice was mentioned early on in traditional Chinese herb books. It is also listed on Egyptian papyri, and was even found in the
tomb of Tutankhamun (1347–1339 BC). It was treasured for its healing properties in the Land
between the Two Rivers as well; stone tablets from the seventh century BC describe its use in
the treatment of the King of Assyria. Theophrast (369–285 BC), a student of Aristotle and the
founder of botany, wrote in his Historia plantarum that ‘the Scythian root (liquorice) is capable
of quenching thirst when one holds it in one’s mouth’. Therefore it is said that the Scythians
can last, with just this and horse-milk cheese, for 11 or 12 days without a drink.”
The armies of Alexander the Great (356–323 BC), also a student of Aristotle, were able to
The legions of Alexander
the Great even had liquorice in their packs to serve
as a thirst quencher.
make it through long battles without water when they had liquorice root, instead. The Roman
legionnaires received liquorice root as part of their daily rations and many Greek and Roman
doctors prized liquorice root as a remedy for coughs, colds, and catarrh. In the Middle Ages
the liquorice root was considered to be a miracle worker and was ascribed magical powers.
Contributing to its mysterious reputation was its dark brownish black colour. However,
because its effects could not be explained ‘rationally’, they were attributed to witchcraft and
devilry. Its use nevertheless increased at a steady rate.
During the Renaissance, liquorice remained popular as a ‘sweet medicine’ and during the reign
of Elizabeth I (1533–1603) it was cultivated in England. Mention of liquorice is also found in
early scientific literature. A botanical encyclopaedia from the seventeenth century describes the
plant, its cultivation, and the uses of the liquid which could be obtained from its root.
In the Middle Ages, people
suspected that the healing
power of the liquorice root
came from witchcraft and
From Root to the finished
Liquorice Product
Deposited Liquorice
How It All Began ...
In 1760 an enterprising apothecary named George Dunhill from
the English town of Pontefract started making liquorice prod-
Figures, pastilles and discs make up the
range of casted liquorice products. ‘
Salino’, a classic in HARIBO’s product
range acquires its shiny surface
from natural beeswax and
carnauba wax.
ucts that were not only for medicinal purposes. Dunhill hit upon the idea of adding
sugar and other ingredients to the diluted
root extract; thus creating the Pontefract
Cakes that are still popular liquorice treats
today. This creation marked the birth of the
whole range of liquorice products that we
know and love. Liquorice sweets have been
produced at HARIBO since 1925. The first foray into liquorice
confectionery was the popular liquorice stick which had the
HARIBO logo impressed in its surface. There soon followed the
world famous liquorice wheel and many, many more liquorice
treats. Since 1972, Dunhills Limited with its Pontefract Cakes has
been part of the HARIBO family of companies.
The Raw Material
Without the liquorice root there would be no liquorice. This
blue-blooming perennial reaches a height of roughly two
meters. It grows mainly in the Mediterranean and the
Middle East. Its wide-branching, finger-thick roots,
which can reach a length of up to eight meters,
can be harvested in late
A Showcase of
Liquorice Products
Liquorice products can be divided into liquid and
hard, or soft forms. For liquid liquorice the final
product is boiled to produce a thick syrup and,
as in fruit gum production, is then poured into
molds and set with corn starch where it dries.
The pieces are then finally glazed, giving them
a gleaming finish. Hard liquorice is cooked,
pressed into a form, and then dried. Soft
liquorice is produced using the
pressing process.
Liquorice – Products and Ingredients
Liquorice – The origins of the Word
The word ‘Liquorice’ comes from the Greek ‘glykeia rhiza’
(glykeia = sweet, rhiza = root). In Latin this becomes glycyrriza,’ and in Middle Latin ‘liquiricia’. There is a linguistic
link between these and the word ‘Glycerol’. In Middle High
German, the forerunner of the German spoken today, there
are a whole host of words that derive from the
Middle Latin for liquorice. The Jacob brothers and Wilhelm
Grimm give the following examples from Middle High German: Lakeritz, Lakricie, Lakericie, Lakerisse, Leckerici,
Leckeritz, Leckwaicz, Lichkricz, Licritz and Lackericz.
Liquorice Mixes
For the production of liquorice mixes, soft liquorice is
combined with sugar paste in a variety of different flavours. In this way, cubes with different layers can be
produced or blocks can be filled with tubes of sugar
paste, just like the tasty liquorice-coconut
combination with real coconut flakes, which
is without a doubt one of HARIBO’s classic
rice – Hea
Hard or Soft Liquorice
Whether in bands, strings, strips, cubes,
rolled, solid, or with filling –liquorice is made
in the press. That’s how, for example the
famous liquorice wheels, ‘Bonner Gold’
or ‘Salmiak-Stangen’ are formed.
Grated, Boiled, and Poured into Shape
After the roots are dug up, they are washed, pared, dried and
then grated, and for good measure boiled in water. The result is
a dark viscous mass that forms into a block when cooled. This
commercial standard, rock-hard 5 kg raw block of liquorice will
finally go to HARIBO production for further processing.
In HARIBO´s Kitchen ...
These liquorice blocks are then cut down into workable sizes and
the pieces placed in hot water. The percentage of glycrrhizinic
acid in these pieces is still too high – around 17% – which is why
the raw liquorice must be diluted further. In order to obtain the
typical liquorice taste in sweets, the amount of liquorice should be
closer to 3 percent. Depending on the product, further ingredients
such as sugar, glucose syrup, wheat flour, modified starch or
gelatin, cooking salt, and various natural flavours are now added
to the raw liquorice. The consistency and malleability of the
liquorice are controlled through the percentage of starch and
binders added. The result of all these different mixtures of
Sugar-coated Liquorice
ingredients is the wide variety of tasty HARIBO liquorice
A liquorice centre covered
in a sugar coating. Special
favourites include ‘Stafetten’, ‘Sali-Kritz’ or ‘Viola’.
Liquorice Idioms
The Swabia dictionary of 1904 refers to the fact that the term used for
liquorice sap in southern Germany is ‘bear droppings’. In this area you can
also find the terms ‘bear herb’ and ‘bear paw’ referring to liquorice. Other
synonyms for liquorice include ‘Süßholz’ (meaning sweet wood) and
‘Gebrenntes’ (meaning burned). Incidentally, linguists working on the
Rhineland dictionary in 1932 conducted research at over 1,500 sites in the
area and found an especially rich usage of terms for liquorice – a pleasant
find for a company such as HARIBO that is rooted in the local culture.
Liquorice – Products and Ingredients
Liquorice Combinations
Mixed products belong to the
group of liquid liquorice
production. Fruit gum and
liquorice are formed together in
a mold – resulting in treats such
as the popular HARIBO Vampire.
Salted Liquorice
A specialty which contains a higher
percentage of ammoniac salt, of up
to 2 percent. As a rule these
products are also candied, such as
for example the ‘Salt Pretzel’.
“Süßholz raspeln“ – “Sweet Talking”
The German metaphor “Süßholz raspeln” (literally translated
as ‘liquorice grating’) comes from a specific step in the production process for liquorice to describe ‘flattering talk’ or
what English speakers might refer to in another food
metaphor as ‘sweet talking’ or ‘buttering up’. One of the
first uses of this phrase is credited to Hans Sachs
(1494–1576), the famed master singer from Nuremburg. It
is said that “er süßes Holz ins Maul nehme” (literally, ‘he
would take liquorice in the mouth’). In the nineteenth-century in stage and theatre jargon, a ‘Süßholz raspeln’ was the
young lover role in a play.
The data from a technical drawing
is transformed into a plaster mould
by a high-tech milling machine.
Fruit Gum Confectionery – Product Designs
Each HARIBO product starts
out as a sketch on paper.
Graphic programs turn
these drawings into
images on screen.
Fruit Gum Candy –
From the First Sketch to the
Finished Product
The Product Design – Creative Work by Hand
Every HARIBO fruit gum starts with a product designer’s creative inspiration. Then each individual
fruit gum takes on a specific form: Whether they be Golden Bears or Quaxi-Fröschli, Sour Apples
or Happy-Cola, each shape must be made from scratch. And all of this is still done by hand. Every
novelty in the HARIBO product palette began as just a sketch by hand on paper. Because HARIBO
wants to stay at the forefront of new trends, ten to fifteen new HARIBO products are launched
onto the market each year. There’s always something just around the corner in Product Design.
Final adjustments are
made by hand on a
plaster cast.
The Computer and the Milling Machine –
Prototypes Are High-Tech
The drawing by hand is then scanned into a computer. What was once 2D now
becomes a precise 3D technical draft through the manipulations of the mouse and
graphics program. The data of this 3D pattern is then transferred onto the milling
machine where the new fruit gum shape becomes a plaster form. Now comes the
handiwork again, as the shape and details are fine-tuned with a knife and handheld milling cutter. From this final prototype comes the form for making as many
moulds as needed for production.
Production in the “Kitchen” –
The blending of the basic
ingredients and then all kinds of
exciting flavours come to life
The first production step begins in the ‘kitchen’, as the workers in
the production departments like to call their area. Here the basic
fruit gum components are heated up and blended into a uniformly thick mixture. This mixture is then sent through pipes into
‘hoppers’ where the separately prepared flavours and natural
colours are added into the mix.
Quality – The Highest Benchmark
HARIBO is very particular about the
ingredients of its products. Only raw
materials which are perfect in every
way are used in HARIBO’s production process. It is no surprise therefore that many products produced
by HARIBO carry the Gold Quality
Award (the Gütezeichenband) of the
CMA (The Central Marketing
Organisation for the German Agricultural Industries) and that HARIBO first received this honour
fifteen years ago for its consistently meticulous quality standards.
All HARIBO production sites in Germany have been certified as
attaining the ‘higher level’ by the IFS (International Food Standard),
one of the TUV-sponsored assessments of safety and quality. The
declaration of HARIBO’s philosophy ‘Quality above All’ is prevalent
throughout its international production sites, where placards
underlining this philosophy are displayed reminding each
co-worker – this has to be the best sales argument for
buying HARIBO.
Fruit Gum Candies – The Production
Quality control inspections throughout the entire
production process are obligatory at HARIBO.
These starch powder boards with the negative
moulds, will be filled with the different mixtures.
Powder Moulds
and Plastic Stamps –
The Fruit Gums Take Shape
Moving along a conveyor belt, flat trays are filled to the top
with a flattened heap of fine powdery starch. A hundred
plaster moulds fixed to a board of the same size press from
above into the starch, leaving their imprint behind.
The negative forms are transported to the next production
station where the fruit gum mixture is poured from nozzles
into the starch moulds in short bursts lasting only fractions of
a second. And there you have it: in the blink of an eye over a
hundred new fruit gums see the light of day!
The final ‘make-up’ stage
and then into bags
After a long drying process the fruit gums get a final coating
of beeswax and carnauba wax, which gives them a shiny
appearance and keeps them from sticking to each other. Now
they are ready to be automatically weighed and bagged so
that the various assortments can be sent to customers all over
the world.
The packaging machine where
the fruit gums are both weighed
and bagged.
Unbelievable production runs – in just
a single day 100 million Golden
Bears are manufactured worldwide!
Fruit Gum Candies – The Production
The first samples are produced by hand.
HARIBO holds the
world record for the
longest serving spokesperson advertising a
brand. Thomas Gottschalk, the German
television star and
celebrity, has been the
face of HARIBO in
Germany for over 15
years. He is pictured here
together with the Golden
Bear himself at the
Guinness World
Records Official
Awards Ceremony.
Advertising Campaigns, Marketing and Other Highlights
Advertising Campaigns,
Marketing and
Other Highlights
A Strong Advertising Presence:
HARIBO is a world record-breaker
The most successful advertising campaigns are often those which are the simplest. It shouldn’t
require much thought on the consumer’s part to associate the message with the product and
the producer in question. So it’s easy to see why there aren’t many companies around which
can boast the same success rate of HARIBO in this arena: 98% of all
German consumers have heard our well-known slogan first formulated in the thirties and then
expanded in the sixties: ‘Kids & grown-ups love it so, the happy world of HARIBO!’ In Independent Surveys featuring prompted responses (ie. where consumers are given the names of
confectionery companies), 98.9% of customers replied that they knew the HARIBO logo. Even
in Independent Studies, with no prompts of confectionery brands given, 87.3% of all
respondents still knew the HARIBO logo – that is truly record-worthy.
This incredible awareness of the brand in Germany, to a large extent is due to the
enormously successful partnership HARIBO has enjoyed since 1991 with the TV entertainer
Thomas Gottschalk: a German television star who, like HARIBO, is loved by young and old alike.
In 2005 after fourteen years as the ‘face of HARIBO’ this celebrity endorsement became the
longest running in the world – a record officially acknowledged by the Guinness Book of World Records – and
proof indeed that it pays to keep a good thing going!
Planet HARIBO –
Successfully in Orbit on the Internet
In 1998 the HARIBO homepage was set up, meaning that
‘’ is now just a mouse click away. It’s a
game, entertainment and information site all-in-one and up
to 6 million HARIBO fans worldwide visit each year for information and amusement – or both!
There’s a whole host of attractions on offer: different game
worlds –where prizes can sometimes be won, information about all our products, the history
of the company, as well as press releases to inform you about current promotions and the
latest events for young and old. Online entertainment from Golden Bears and Co.!
Advertising Campaigns, Marketing …
HARIBO takes off –
With the new GoldbAIR
and TUIfly
It took the experts only three days to repaint the Boeing 737-800
vacationers to and from their holiday locales on behalf of TUIfly
in the Dutch city of Maastricht. In December 2008 everything was
Airlines. The cooperation between HARIBO and TUIfly, currently
ready to go. The airplane with its colourful new blue coat of paint
Germany’s third largest airline with about 10.5 million passen-
was presented to an eagerly awaiting public: The German
gers a year and a fleet of 38 modern aircraft, is a unique form of
television celebrity Thomas Gottschalk christened the Boeing under
cooperative marketing that has never been seen before. Both
the name of “GoldbAIR” at the Cologne/Bonn Airport in Germany.
brands, because of their unusually strong family orientations, fit
Since then, this aircraft, as a flying ambassador of HARIBO in its
exceptionally well together on the emotional level.
exclusive “Golden Bear” design, has been bringing lots of excited
The HARIBO Truck on
Tour around Germany
The HARIBO Truck (pictured above) also travels through Germany
once a year in the summertime with the HARIBO “Golden Bear”
(check out its stop-off points at Bouncing, playing
and snacking are the name of the game when the HARIBO Truck
visits the many large superstores and self-service supermarkets. From
Lübeck to Bayreuth, contests, a bouncy castle, a children’s train, a
merry-go-round, a Golden Bear with a touch-screen monitor, a small
exhibition about the history of HARIBO, as well as lots of fun and
games all around the HARIO truck all make sure that all our guests,
both young and old, have lots of fun and excitement. The HARIBO
truck made guest appearances at all six of the DTM races for the first
time during 2009, causing quite a stir not only among the
racing fans, but among the race car drivers themselves. .
… and Other Highlights
A few sensational exhibitions at the
HARIBO Touring Show “Becoming a Cult
Brand with the Golden Bear”
The HARIBO Touring Show “Becoming a Cult Brand with the Golden Bear”
It only becomes apparent what you can do with all of the HARIBO
Golden Bear”, which was presented for the first time in 2005 in
products, like “Golden Bears”, “Licorice Wheels” and more – aside
the Ehrenbreitstein Fortress in Koblenz, Germany. Soon after-
from eating them, of course – when you put these products into
ward, the exhibition was also presented before an Old Roman
the hands of creative individuals. That is when yummy treats
backdrop at the Viehmarkttherme in Trier, in Kulmbach (the
become works of art, “haute couture” or even cools design in
birthplace of the Germany television celebrity Thomas
every-day life. Whether we are talking about a tea set made to
Gottschalk), at the Folk’s Museum in Graz, Austria, in the Indus-
look like candy, a chair made of licorice, the torso of Venus or
trial Museum in Chemnitz, Germany, and in the Schleswig
lamps in Tiffany style. There is simply nothing that artists haven’t
Municipal Museum. Many additional stays are planned. Aside
yet made of licorice, fruit gum drops or candy. University students
from the hand-crafted works on exhibition, which are without a
studying fashion design in Trier, Bielefeld, Graz and Schneeberg
doubt spectacular beyond comparison, a lot of additional infor-
have used the colorful products of HARIBO to create fantastic out-
mation about the company and its manufacturing history, about
fits, and the fact that these creations could also be worn was dis-
the various ingredients we use and about the design and adver-
played at the next fashion show. Where can you see all of this? In
tising principles we adhere to will be on display. Go to
the touring show “HARIBO - Becoming a Cult Brand with the for more information.
Advertising Campaigns, Marketing …
Big Children’s Events –
he HARIBO Chestnut Exchange
It is famous well beyond the city limits of Bonn: the Great HARIBO-Chestnut.
Since 1936, each October children and adults alike from all over the region get to
trade in chestnuts and acorns for HARIBO sweets. For 10 kg of chestnuts or 5 kg
of acorns (maximum per person: 50 kg), children can receive 1 kg of HARIBO
sweets. Over 16,000 HARIBO fans from all over the country take part annually,
making their way to Bonn, home of
HARIBO’s headquarters, where they trade in
total up to 500 tons of chestnuts and
acorns. The collected nuts are then used to
feed wild animals through the winter.
Making kids’ hearts beat faster! Taking
place just once a year: The HARIBO
Sweet Exchange! Sweets in return for
chestnuts and acorns – what could be
… and Other Highlights
The Dr. Hans Riegel Foundation
Since 1987 the foundation established by Dr. Hans Riegel has made it its aim
to encourage, promote, and inspire talented youth in Germany. The foundation promotes school, university and career training through nonmaterial and
financial means. Students with particular financial needs for example can
benefit from special grants. In addition financial support can be granted
towards the costs of workshops and other career development training
courses. The Foundation also provides support and encouragement to upand-coming talent through a series of prizes awards and scholarships, for
example, the “Dr. Hans Riegel Professional Prize”.
(For more information visit: www.hans-riegelstiftung.
com, e-mail:
HARIBO – The Highest Quality!
Quality pays – Over the years HARIBO products and the company itself have been awarded more
prizes and distinctions than you can count. Here are just a few from recent years:
u For many successive years, HARIBO products have received the Gold Award (Gütezeichenband)
from the CMA (The Central Marketing Organization for German Agricultural Industries), a prestigious
honour that is only given to products which have passed all the tests performed by the CMA, and
achieve this highest score three years running. In recognition of HARIBO’s outstanding achievement
in quality assurance, it was awarded a ‘15-Year CMA Gütezeichen’ a certificate for its continued
successes in CMA’s independent product testing (2005).
u In 2004 the Marketing Research firm GfK (Gesellschaft für Konsumforschung) undertook an
assessment of the “Best Brands” in Germany for the first time. HARIBO took first place in the ‘Most
Dynamic Brand’ category
u HARIBO has received the Pegasus Award from the European Reader’s Digest, which was
presented due to HARIBO achieving the title of ‘Most Trusted Confectionery Brand’ over many
successive years.
u Mehrfach in Folge belegte HARIBO in einer der größten europäischen Verbraucherstudien, der
„Reader’s Digest European Trusted Brands“, Platz 1 in der Kategorie Süßigkeiten als
vertrauenswürdigste Süßwarenmarke.
u For an “excellent introduction into the market”, HARIBO won
the “Super-Brands Award in 2007/2008”, as well as the
“Sweetie Innovation Award”
u Additionally, a variety of HARIBO and MAOAM products were
selected for the highly-coveted DLG Gold Medals in connection
with the DLG Quality Competition.
u “HIT 2009” from “Lebensmittel Praxis”
Advertising Campaigns, Marketing …
Prominent Gummi Bear Fans
Whether it’s Dancing Bears, Teddy Bears, or Golden Bears, millions of people
have fallen head over heels for HARIBO gummi-bears over the years. Of
course among these millions of fans there are some prominent names that
have been tempted by the famous HARIBO bears. Take Wilhem II, for
example. The Kaiser of the German Reich until 1918 loved them dearly. From
his exile in Doorn he let it be known that the gummi bears from Bonn were
one of the best things to come out of the Weimar Republic. The famous
German author Erich Kästner also couldn’t do without nibbling
addition Albert Einstein, Heinz Rühmann, and even Konrad Adenauer
were all more than a little fond of them. And Germany’s ex-Foreign
Minister Hans-Dietrich Genscher reported that he would never take a
trip without them.
Merchandise for the
Golden Bears-Fan
The fact that Golden Bears have achieved a level
of pop-star cult status among their followers has
not been ignored by HARIBO. As a result Golden
Bears-fans in Germany can choose from a wide
range of accessories dedicated to their favourite sweet.
Visit the HARIBO Internet store at
to see the full range of merchandise which acknowledges the vast admiration the
Golden Bears character has attained.
© ullstein-bild
Golden Bears whilst working on his beloved childrens’ fables. In
What do you want?
MAOAM, no question about it!
Aside from the famous HARIBO “Golden Bears”, there is hardly any other candy
that has enjoyed such degree of popularity, starting with the earliest days of the
German Federal Republic up to the present day, with all of our customers, both
young and old, as the famous chewy candy MAOAM. And this is something
Unmistakable, from the
very first sample product
and through to today.
that most people don’t know: The traditional brand name of MAOAM has been
ca. 1950
part of the HARIBO Group ever since it was first introduced back in 1986. .
The Prelude – the Muenster Company
in Duesseldorf in 1900
Everything started in Düsseldorf. In the year 1900, the entrepreneur Edmund
Muenster took over control of the Düsseldorf Liquorice Plant, which had been
founded just two years earlier, and he continued to manufacture primarily liquorice
products there until the 1930’s. But in 1930, Muenster took advantage of the situation by purchasing the rights to a fruit-flavoured chewy candy that was being produced outside of the country at the time. It didn’t take long to see that this wise
decision for a chewy candy would become an important addition to the company’s
product line.
The Kick-Off - A Taste Sample for Easter 1931
After the application for patent protection for a chewy candy (without gum,
made of sugar, syrup and other ingredients” dated 21 August 1930 was
granted by the Düsseldorf District Court, Edmund Muenster went on the offensive right away: As early as Easter the following year, Muenster AG offer retail
stores and their customers “a very special, delicious chewy candy that was
enjoying strong demand in other countries”. The company displayed an unlimited degree of confidence in the quality of its new product when it printed the
first pamphlets, writing about this “sensational new product” without much ado
and self-assured confidence: “We don’t want to hold you up with colloquialisms.
Find out for yourself by trying the sample we have enclosed. Then we will feel
pretty sure about receiving your order.”
They didn’t have to wait very long for success
Patent protection by Muenster AG covered the name of the product,
“MAOAM”, the product itself, the packaging and the expected imitations out of
licorice, cocoa, sugar and baked goods. That turned
out to be a very clever move, because many
assumed that this new product would be very
successful and competing imitations would
soon be expected to pop up. Both hunches
proved to be accurate. The success of the
product, as a matter of fact, was so overwhelming that people only mentioned
MAOAM, even though the entire product line
of Edmund Muenster AG was meant.
Display carton
from around
What do you want?
The MAOAM logo – classic through the years
This chewy candy, wrapped in waxed paper, offered a newly-developed logo
with the text “MAOAM”, in those days in red, from the first time it was presented
to the market at Easter in 1931. This lettering has been held to through the years
until this very today, aside from a few colour and typographical adjustments that
have been made. Today it is one of the most readily recognizable and predominant classical brands in the world.
From the Economic Miracle into the 80’s
Immediately following the end of World War II, Muenster AG restarted the pro-
ca. 1960
duction of MAOAM. In the 1950’s, the primary color of the packaging was an
intense blue, from which the naturally colorful fruit on the packaging could be
clearly distinguished. Because of the images of the fruit on the packaging, the
consumer could clearly see what flavors were available; lemon, strawberry,
pineapple, orange and raspberry. One package with five pieces of chewy candy
cost 10 German cents in the 1950’s. Advertising of that period focused on the
phrase: “I prefer Muenster’s MAOAM.” To make sure that the consumer didn’t
ca. 1970
confuse this product with common chewing gum, on the packaging was clearly
stated: “This is not chewing gum!” During the 1960’s, the packag-
ca. 1986
ing was given a lighter outfit in order to allow the product to stay
abreast of modern times. The traditional package sizes included five
individually wrapped candies and the famous five-bar set. These
were soon joined by the large round can, making it possible to sell
individual pieces at the store or the swimming
pool. Then, in the 1970’s, the slogan that is still
from 1995
in use today was introduced: “MAOAM –
happy and fresh chewy candy!”
from 2002
1986 – HARIBO buys
of the
In 1986, HARIBO took over Edmund
Muenster AG, which had just moved
from Duesseldorf to a modern plant in
Neuss, Germany. The event went unnoticed by the public. With this purchase,
HARIBO also took over the market rights
to MAOAM. From this time onward, this
popular product was also offered in a sugar-coated variety and in a wide range of
flavors. Since then the design of the packaging has been modernized time and
time again. Nevertheless, the design still relies on the legendary brand name, on
the personification of the fruit and, since 2002,
on a strong target group orientation with a
small, very cheerful comic character.
“What do you want?”
The legendary television commercials
Was wollt
Ihr denn?
No doubt about it: The famous advertisements from the 70’s and
80’s achieved cult status. All of the motives with the obligatory –
and in the meantime almost proverbial – question: “What do you
want?” A chorus of young voices clearly calls back: “MA-O-AM!”
Probably the most famous of all of the television commercials takes
place is a football stadium. The dialog between the distraught referee (the most popular of all was the specific
television commercial with the legendary referee Walter
Eschweiler) and the fans in the stands remains unforgettable
even today: “Do you want to go into overtime?” “No!” is the
resounding response from the fans. “Do you want penalty
shooting?” “No!” the fans respond in collective furor. “Then
what do you want?” And the whole stadium shouts back:
Mao or MAOAM
The enthusiasm with which the audience – in particular its youngest members – expresses its collective
desire for MAOAM at the top of their lungs sometimes caused mild irritation: Some concerned parents, in the early 70’s, misunderstood the
choruses from their young ones coming from their
kindergarten to be a showing of support for and
agreement with the Chinese revolutionary leader,
Mao Tse-tung. It was possible to ease the fears of
the parents quickly, though. Their children weren’t
trying to instigate a revolution. They were only
shouting out for their favourite fruity-flavoured
chewy candy.
2007 – The Commercial in the Stadium
is Remade
The legendary MAOAM stadium
commercial from the 1970’s
continued to enjoy such a high
degree of popularity that
HARIBO decided to remake
the television commercial in
2007, to the joy of many a
MAOAM fan.
Testimonial / Prizes / MAOAM-Tops
DJ Ötzi – the new MAOAM Man
Deciding to do a remake of the popular advertisement with the famous question,
“What do you want?”, was an easy decision to make. Gerry Friedle, perhaps better
known as DJ Ötzi has been asking this decisive question in television and radio advertisement since 2009, during one of his sold-out concerts, for example, in the Munich
Olympic Stadium. And once again, the well-known and expected answer from the
audience is “MA-O-AM!” DJ Ötzi, with his millions of sold CDs with hits that are great
for parties, has had many hit, like “Anton from Tirol”, “Hey, Baby” and “A Star (with
your name on it)” and these hits make him one of the biggest draws in the Germanspeaking music segment. A high level image and strong likeability are assured with an
artist of his quality in the advertising ranks. The brand name MAOAM is sure to continue to gain in popularity as we move ahead. Whenever the question is asked in the
future, “What do you want?”, the answer will surely always be “MA-O-AM!”
MAOAM – the most popular chewy candy in all of Germany
According to the Society for Consumer Research in German (GfK), MAOAM has been
the most popular chewy candy brand in Germany for many years. Numerous consumer
surveys (in which other brands are specifically mentioned) support this claim.
This made it possible for MAOAM to enjoy an unbelievable degree of
brand awareness of 89.3% in 2008. It’s not surprising at all that
MAOAM was awarded the highest level of recognition for sustainable marketing activities by “Lebensmittel Zeitung” and named the
Top Brand for 2009..
Top Products
HARIBO´s Top Products
HARIBO Feats & Achievements
– The HARIBO slogan has a 98 percent recognition rate.
– In independent surveys, (with respondents prompted with confectionery
names), 98.9 percent of customers replied that they knew the HARIBO
logo. And in Independent Surveys (with no prompting of confectionery
brands), 87.3% of all respondents still knew the HARIBO logo.
– HARIBO has repeatedly been awarded first place as the most trustworthy
confectionery brand in one of the largest European marketing surveys by
“Reader’s Digest European Trusted Brands.”
– HARIBO has been awarded the has already received the highly-coveted
DLG Gold Medals in connection with the DLG Quality Competition many
times for the exemplary high quality of its products.
– Golden Bears have become a cult classic and has become synonymous
in Germany with all fruit gum confectionery, as a result of the company’s
skilful marketing strategy.
– The partnership with Thomas Gottschalk as brand spokesperson
since 1991, is the longest-running celebrity endorsement of this
kind in the world.
– Every day approximately 100,000,000 Golden Bears are produced
– A year’s production of Golden Bears set side by side in a row would
circle the globe four times.
Contact Information
Press Contact
Hans-Riegel-Straße 1
53129 Bonn
Corporate Communications:
Marco Alfter
Phone: +49 (0)228/537-111
Fax: +49 (0)228/537-635
Phone: +49 (0)228/537-0
Fax: +49 (0)228/537-289
Design and implementation
Grafikbüro Schumacher, Königswinter, Germany