Significant investments in innovation, manufacturing, and the launch of its first ever-retail stores marks a period of key US expansion for Haribo of America, reports Neill Barston.

As the company explained to Confectionery Production at this year’s Sweets & Snacks Expo, the brand is enjoying significant traction in the region, through an enhanced presence in the country, and major participation at the key annual event, which saw new flavours unveiled across its portfolio.

According to the German-founded business, which was originally founded in 1920, under its new President & CEO Jon Hughes, the combined investments are paying dividends the business, which recently opened its first production site in the US at Pleasant Prairie, Wisconsin.

In addition, this summer the company has just opened its first U.S. retail stores at Woodbury Common Premium Outlets in New York and Wrentham Village Premium Outlets in Massachusetts, bringing to American consumers an immersive retail concept already successful across Europe.

As the business noted, its physical stores reflect an ambition to  deepen consumer engagement, strengthen brand visibility and create new ways for consumers to experience the brand.

The stores will feature customisable Pick-and-Mix experiences, seasonal and limited-time treats, exclusive merchandise and immersive brand moments designed to drive engagement. 

As the company noted, Hughes brings extensive experience leading growth across Haribo, most recently serving as Managing Director for Haribo U.K. & Ireland. His appointment reflects its continued commitment to pairing its heritage with innovation.

“Haribo has an extraordinary legacy, unmatched brand love and tremendous opportunity ahead,” said Hughes.

“As we enter this next chapter of growth, we’re investing in new ways for fans to experience the Happy World of Haribo, from innovative new treats to immersive retail destinations that bring the brand to life and create memorable experiences.”

With more than a century of history to its name, the company has continued its path of forging new lines, with the manufacturer now delivering more than 1,000 products, and an expanded range of flavours and formats to engage its global fanbase.