Haribo aims to raise brand awareness through an increased presence at next month’s Summit of the Americas in Orlando.
The confectionery specialist has opted to have its own stand (booth 1031) to highlight its range of jelly treats and candies, which include party and gift packs and sharing bags, some of which are exclusive to travel retail. Haribo’s offer includes items produced specifically to suit the tastes of customers in the USA and comply with its Food and Drug Administration (FDA) requirements. A collection designed for the wider Americas market is also available.
The collectable bear-shaped Haribo Goldbear Candy Tin is available in red, green or yellow. The plastic Haribo Travel Bag, with a zip fastening and shoulder strap, includes Goldbears, Happy Cola, Starmix and Tropifruitti flavours. Three variations, standard, Halal (permissible under Islamic law) and FDA-compliant, will be available.
Haribo has extended its range of sharing pouches for the South American market to seven flavour combinations with new Phantasia, Tropifrutti and Peaches assortments.
Haribo Travel Retail Marketing Manager Elisa Fontana said: “The aim of the show is for us to understand better the needs and taste preferences of customers and consumers in the Americas continent.
“The Haribo brand is experiencing very strong growth in domestic but so far has been under-represented in travel retail. By mounting our own stand, besides being represented by our distributor, we aim to trigger greater awareness of the Haribo brand and drive growth in sales of our own products as well as extending the market share of the sugar confectionery sub-category.”
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