HARIBO turns 100

With tailwind into a special year 2020

09-Jan-2020 - Germany

The countdown to December 13, 2020 is running: Just in time for the new year, the starting signal for the 100th birthday has been given. In all this time the family business has accompanied young and old over generations. No wonder that the HARIBO brand is 100 years "young" and not "old". Ever since the company was founded, HARIBO products have not only been synonymous with sweet enjoyment in between meals, but also with small moments of pleasure. Special, unique moments that put a smile on people's faces. This is how shared experiences are created: HARIBO moments that are deeply and positively imprinted on the memory and passed on from generation to generation. Times and life situations may change, but the brand promise of the family-owned company remains valid: Haribo makes children happy and adults as well.

Global brand in the fruit gum and liquorice segment

In economic terms, HARIBO's 100-year history is a true success story that is inextricably linked to the Riegel family of entrepreneurs. The family business, now in its third generation and managed by Hans Guido Riegel, is the world market leader in the fruit gum and liquorice segment. After two economically challenging years in Germany, HARIBO increased sales again in the past 2019 financial year, and was able to consolidate and expand its position. "The realignment of the corporate strategy is bringing the expected success. HARIBO is back on the road to success," says Andreas Patz, Spokesman of the German Management Board of HARIBO, where he is responsible for strategy and sales. "We are on a growth course and, not least because of our unique brand, we are both self-confident and hungry for success with regard to the future. The growth strategy has a clear essence: full focus on brand management and making the brand promise come alive in combination with the strategic sales orientation towards the core products.

HARIBO runs cross-media anniversary campaign "100 years of joy together".

At the start of 2020, HARIBO has launched a broad-based anniversary campaign. It ties in with the fascinating HARIBO history, but above all it looks ahead and celebrates "100 years of joy together" with the whole of Germany. Throughout the year, the cross-media campaign is heading for the round birthday of the family business, which statistically is known in almost every German household. On a small and large scale, internally and externally - HARIBO should and will be present everywhere in its anniversary year. A first component of the campaign is the TV flight, which has been broadcast nationwide on high-coverage television stations since 1 January 2020. The commercials take the viewer on an emotional journey through time in a wide variety of life and everyday situations, deliberately focusing on the top products. "As one of the very few German consumer brands with worldwide recognition, we continue to benefit from the power and reach of television," says Holger Lackhoff, Managing Director at HARIBO for Marketing in Germany. "But HARIBO 2020 will not only be seen on television. We want to and will create new HARIBO moments with the anniversary campaign. Moments in which all generations can actively come into contact with the brand, experience it and thus experience special moments of joy. Let us surprise you!"

A proud family business turns 100 years young

Since its foundation on 13 December 1920, HARIBO has been owned by the Riegel family without interruption and is economically independent of third parties. HARIBO is one of the best-known German consumer brands. Around 99 percent of all Germans are familiar with this likeable brand. Hans Guido Riegel is only the third boss in the history of the century. Under his leadership, HARIBO has greatly expanded its international presence. Over 1000 different products are manufactured at 16 production sites in ten countries. HARIBO employs more than 7000 people internationally, with around 3000 in Germany, and since 2016 HARIBO has also been manufacturing in Brazil, where it has its first production facility outside Europe. The German global brand is also growing rapidly in North America. HARIBO has been the number 1 fruit gum brand there since 2018, and in order to better serve the high demand in the USA, HARIBO is currently building a plant in Wisconsin.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

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