Haribo brand strategy

Competition is really hard on the candy market. Actors have to fight to promote their products offer and not to be overtaken. This market is saturated because of many  of competitors such as Cemoi, Lutti, Chupa Chups or Kraft. Nonetheless, Haribo is the only one that makes progress on its packaging and sweets,  betting on innovation.

Haribo strategy is  based on  a wide  variety of products. Four products families can be differentiated:

・    Marshmallows d'Or, Hari Croco, Happy Cola...
・    Gel sweet : Ours d'Or, Hari Croco, Happy Cola...
・    Licorice : Zigoto, Torsades, Zanoids, zan bread, Crocobat, Haribat...
・    Sugar-coated : felés, starmint, dragibus...
Innovative asset is striking by the permanent  waves of new products.

                                                          

Haribo candies are fashionnable products that always answer consumer's needs for bags, receipts and correspond to new ways of consumption (more individual, family , social...). 

Haribo targets children and adults as well. That's why Haribo adapt its conditionning contigent of the target : family bags, mini bags for daily nibbling at school or at work.   

Moreover Haribo always innovates to improve quality with high quality of raw materials, and performant methods of conservation.

To conclude, Haribo adopts a real differentiation strategy by relying on quality products  and on the renewal range.