Haribo

The company claims to be the biggest maker of gums and jellies.

Now at 70 in the Checkout Nielsen Top 100 Grocery Brands (last year Haribo was ranked at 90), the company hasn't ignored healthy eating trends, and in the early part of 2007 introduced its Haribo Lite range of fruit-flavoured and fruit-shaped gums.

These have no artificial colours, and the company claims 30% fewer calories, a 40% sugar reduction, and a 0.1% fat content per 100g.

Made with a mix of fruit and plant concentrates including mango, spinach, nettle, carrot and kiwi, the Lite range represented a notable change of direction for its makers. Haribo suggests its low fat/sugar range brought 'something totally new to the category.'

The business believed these products would initially be targeted at young women and teenagers, but it was intended they would find a wider audience of confectionery purchasers.

The broader move to healthier foods resulted in the company also removing artificial colours from its existing gums and jellies range.

The business has maintained its media presence with ongoing television commercials, although it has been mindful of the incoming Ofcom regulations on food advertising to children, and the commercials are aimed at adults.

The company has also looked at promotions such as sponsorship for an event called Dance Mayhem, where Haribo's Maoam brand was used.

“The latest data indicates confectionery sales are starting to pick up and growth is beginning to accelerate,” says managing director Herwig Vennekens, explaining his firm's decision to advertise on TV.

The company is currently busy with further new product developments, but at this stage would not reveal what they were, although their appearance is imminent.

There will be limited edition, World Cup-related sweets, and the sweet and pick and mix tubs market will see the arrival of Tour de France-related, wheel shaped sweets from the firm's Rotella brand.

2007 £90.8m
2006 £87.1m
yoy change 4.3%