Driving category growth: Haribo introduces new flavors and strategies at Cannes

Haribo is heading to the industry’s annual gathering at the 2025 TFWA World Exhibition in Cannes, with two vibrant new launches exclusive to the travel retail channel.

The new flavors are designed to excite its retail partners and demonstrate the brand’s commitment to product innovation and partnership to drive the category’s growth.

Haribo Pixel Fizz is a vibrantly colorful vegan candy with sour, tangy flavors of a strawberry heart coated in tropical mix flavor. Pixel Fizz is presented in all channels as a travel retail exclusive in three sizes: 220g Pouch, 425g Party Bag, and 650g Maxi Pouch. It is particularly targeted at Gen Z consumers, who have a notable passion for sour flavors.

Haribo Mix Fizz Halal - the first sour flavor that Haribo has presented as a halal assortment – is offered in a 425g Party Bag and 285g Pouch.

The latest Haribo launches follow the recent arrival of Berry Clouds, Miami Fizz and My CityTrip as Travel Retail exclusives, reflecting the company’s commitment to supporting retail partners in a partnership approach to driving the category. This will be the key message that Haribo takes to all its industry partners attending the TFWA event.

Elisa Fontana, Haribo Director of Marketing, said, “New launches and product innovation are the lifeblood of the category, driving shopper engagement and conversion. But it’s not simply about being new for the sake of it; it’s crucial that the newness properly reflects consumer needs.

“We focus strongly on travel retail exclusives, including localized special editions unique to an airport location, for example, because shoppers love to discover something new, engaging and resonant with their journey. We also resonate with their lifestyles, such as in addressing their dietary and lifestyle needs, including the increasing demand for a wider range of halal-compliant and vegan-friendly options, as reflected in our latest new launches.

“This year, we have had a strong focus on expanding the Haribo presence worldwide, particularly in our push deeper into Asia, and this has seen some great successes built on a shared approach with our key retailer partners. Haribo celebrates its 105th anniversary later this year, and this solid, trusted heritage is a huge support in engaging with the shopper and persuading them to buy, especially when it’s a new product or when we are entering or expanding into new markets.

“We’ve seen this dynamic feature strongly in our new market penetration this year, such as across the Indian market, where we have achieved significant progress in our listings right across the region, including opening distribution in many new airports, such as Bangalore, New Delhi and Cochin, as well as good progress in Nepal, and hopefully stability will soon be fully returned there.”

Fontana noted powerful support from the region’s leading retailers and distributors. “Within this strategy, we are investing in strong instore activations, as seen earlier this year in Bangkok and Bali, for example, to give the Haribo brand more visibility and help support category growth.

“With retailer support, we have developed stronger instore activations, raising the number, scale, and creativity of our promotions and activations,” she added.

Standout successes so far this year include Paris CDG, where Haribo partnered with Lagardère and installed a colorful activation in three key stores in June and August, and exceeded sales objectives in all locations. “In Milan, despite being challenged by the strong growth of local Italian brands, we raised our sales performance compared to last year,” Fontana said. “And, working with Heinemann at Berlin Airport, we installed our first podium activation, operating from April to June, and this was very well received by shoppers.

“Within this growth strategy, we have also expanded the number of uniquely localized product editions, such as a special limited-edition Friends & Party Pouch as an exclusive travel retail offer at Dubai Duty Free, presented in a special ‘Dubai Edition’ pack designed with local imagery and graphics.”

According to Fontana, across the whole category journey, from new product innovation to instore engagement, Haribo has sought to develop smarter, stronger strategies to give the shopper both the products and the instore experiences that engage and convince them. “We look forward to meeting with so many industry friends and colleagues in Cannes (Stand 39, Bay Village), and we are confident that we can work ever more closely together in sharing our strategies, commitment, and data sharing to engage the shopper and drive the category forward,” she concluded.