SUGAR CONFECTIONERY: HARIBO
well in Asia. “Haribo is progressing very well
in South East Asia and we also see significant potential in Japan and South Korea, as the domestic markets become established, but we will need to find the right partner to smooth our entry into those markets,” she outlines. Meanwhile in South America,
Fontana recognises the huge untapped opportunity that the continent offers and the firm is in the process of opening a number of important new accounts. Travel retail’s ‘window on the world’ advantage is clearly a supporting factor in opening new doors, and Fontana sees jelly confectionery as an additional, often impulse, purchase, or as an alternative gifting option from the usual chocolate box. Examples include Haribo’s premium gifting assortments such as the Haribo Travel Bag and Haribo Candy Tin, in addition to star performers such as the resealable, snack- focused pouch bags in Happy Cola, Tropifrutti and Starmix varieties. Fontana also highlights the importance of winning the hearts – and spends – of a younger audience. “Children who love jelly
confectionery grow up to become adults who [still] love it – and we market our brand with this in mind,” she emphasises.
Pick and mix gifting The company goes to great lengths to ensure that products are introduced to different markets to suit target demographics. As Fontana explains: “It’s not a
one-size-fits all approach at Haribo – so new products are not rolled out at the same time everywhere. Each outlet gets a product selection based on its tastes and demographic.” With the company known for its
highly creative and diverse portfolio approach, it would seem logical to expand on the travel theme to drive conversion. Cruise Mix and Air Parade are available in duty free at Stockholm Arlanda Airport and onboard Stena Line, and Fontana agrees there is an ‘interesting opportunity’ to explore the concept further. “In our home market Haribo
JUNE 2018
already has a Happy Germany selection of fruit jellies produced in the shape of different German landmarks,” she says. Packaging is also a key purchase trigger. According to Fontana: “Its value cannot be overestimated, which is why we invest in attractive and exciting presentations for all our products that are designed to appeal to children and adults alike. “However, the small size of some
confectionery skus and the necessity to provide nutritional information in all the official European languages alone does present a huge design challenge to us and our fellow suppliers. We are watching with interest the development of solutions to this problem using QR codes.” Another issue the brand faces
is restrictions in product sizes on a number of airlines. However, it responded in swiftly by introducing smaller pouches.
Reduced sugar lines Partner activations on the horizon include a summer tie-up with Heinemann Duty Free. “Haribo has been working with
Heinemann to develop bright, classy, impactful, activations in its shops at several European airports this summer,” says Fontana. “We started with Frankfurt this
May, where passengers are met with a brilliantly coloured Haribo display with a xylophone-focused activity as the centrepiece. “Adults and children are
encouraged to play the Haribo jingle (‘Kids and grown-ups love it so, the happy world of Haribo’) or any tune of their choice. It is a great way of engaging with the brand and the passengers love it.” New permanent gondolas and
display shelving are also in the works, with Fontana crossing her fingers for an official reveal later this year. On the domestic front, the
company at the start of the year announced the launch of three reduced-sugar lines (Fruitilicious, Sea Friends and Fruity Penguins) in certain European markets. In a statement at the time, Haribo said the decision to offer a low-sugar alternative was aimed at customers who put special emphasis on a balanced
Travellers are not unfamiliar with the Haribo fruit jellies phenomenon and its iconic gummy bear.
“Haribo is progressing very well in South East Asia and we also see significant potential in Japan and South Korea, but we will need to find the right partner to smooth our entry into those markets.”
Elisa Fontana, Rigo Trading
diet, with parents identified as a key target segment. For now, the traveller will have to
wait while feedback is gathered to determine how the brand will move forward with an expanded ‘healthier’ product range. Fontana and the team are set
to determine whether the dextrin replacement, 30% less sugar gummies will bear new travel retail fruit. «
Haribo Travel Bag 800g. TRBUSINESS 67
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78
