HARIBO UNVEILS NEW EASTER THEMED SWEET RANGE

January 13th, 2011

Haribo is launching a new range of new products over the Easter period hoping to attract consumers with more variety, new pack formats and better value.

Following the success of key seasonal lines, including the brand’s Football Mix and Halloween range, Haribo has announced the introduction of Jelly Bunnies, Tangfast-chicks and Eggstras.

The new sweets are available now in new 50g bags in time for Easter, adding to the impulse range offered by independent retailers.

All three products are free from artificial colours and aim to showcase the brand’s best credentials with Jelly Bunnies combining the combination of fruit flavour and jelly; Tangfast-chicks appealing to consumers who prefer sour coated treats and Eggstras offering a what Haribo consider a “family favourite”, usually found as Fried Eggs in the brand’s best selling Starmix.

Haribo is hoping to attract consumers to the new Easter range by recommending retailers a 3 for £1 (individual RRP £0.39) offer on these handy packs.

Haribo has also unveiled a limited edition Bunny Mix, a variety of bunny shaped foam and jelly sweets that are available in two pack formats – a 250g hanging bag and a 225g multi-bag (containing 10 mini bags).

Both formats have an RRP of £1, aiming to capitalise on consumers continued support of products which maintain ‘round pound’ price marks.

Haribo Marketing Manager, Gemma Hicks, said: “Our seasonal launch reinforces everything that Haribo stands for – fun, tasty, great value in a range of pack formats that create the ideal impulse purchase and a perfect sharing occasion.

“The launch of Jelly Bunnies, Tangfast-chicks, Eggstras and Bunny Mix are expected to be just as popular as Haribo’s other seasonal offerings.

“This range provides consumers with an Easter alternative to chocolate and offers retailers branded confectionery that commands shelf presence that can be used to add some theatre in stores.”

The gums and jellies brand has 28.4% volume share of the market and double digit growth for the past three years and this new launch hopes to keep it on top as a major player in the confectionary market.

In 2010, unit sales of Haribo’s Halloween range increased by 20% year on year (August – October) and with Easter offering an extended window of opportunity Haribo is expecting the new seasonal range increase their sales over the period.