On 13 December 1920, the company was registered in the commercial register by its founder Johannes Riegel. In 1921, his wife Gertrud Riegel was the company's first employee.[4] According to the company, Riegel's seed capital was a sack of sugar, a copper pot, a marble slab, a stool, a stonewalled stove and a roller. In the same year, he bought a house that was located in the Kessenich district of Bonn, on a street called Bergstraße. The house was Haribo's first production facility.[5]
Two years after the company's founding, Hans Riegel invented the precursor of the Goldbear, which was still called Tanzbär (Dancing Bear) at that time. However, it was not only bigger than the present gummy bears, but also softer, due to the use of gum arabic instead of the now common gelatine.[6][7]
In 1925, Haribo began producing licorice products. The sales organization in Germany and the main building of the new production facility were established at the beginning of the 1930s.[7]
According to the company, production fell immensely during the Second World War, partly due to a shortage of raw materials. In 2000, Haribo was suspected of having employed forced labourers during this war. However, the manufacturer denied this and consequently refused to pay into the forced labour fund.[8]
After Johann Riegel's early death in March 1945, the company was initially continued by his wife. After sons Hans and Paul returned from captivity in 1946, they took over its management.[9]
Hans Riegel Junior represented the company externally, while Paul Riegel headed research and product development and hardly ever appeared in public.[10] In 1957, Haribo took over the Godesberg company Kleutgen & Meier, where Hans Riegel Senior had had his first job. In 1961, Haribo took over Bonera Industrie en Handelsmaatschappij NV in Breda and continued to run it as Haribo Nederland BV.[11] In the 1960s, a new headquarters building opened in Bonn.[12]
In 1967, Haribo acquired shares in the French confectionery factory Lorette, in Marseille, which was renamed Haribo-France SA. In 1987 it merged with the southern French manufacturer Ricqles Zan to form Haribo Ricqles-Zan with production facilities in Marseille, Uzès and Wattrelos. The company's only small factory museum is also located at the Uzès site.[13]
Hans Riegel Jr.
In 1968, Haribo bought shares in the Solingen company Dr. Hillers, eventually taking it over completely in 1979. From 1980 onwards, a new production facility was built at the site in three expansion phases. In October 2011, the Solingen location was expanded to include a high-bay warehouse, an office building and a goods handling hall.[14]
Haribo has since expanded its operations, taking over many local confectionery manufacturers around the world. It began international expansion in the 1960s and entered American markets in the 1980s.
In 1986, the company bought the production and rights to the Maoam candy[15][16][17] and Haribo Chamallows (formerly “Dulcia”). As of 2013, it operated 16 factories which produce over 100 million gummy bears per day.[18]
The company headquarters remained in the Kessenich district of Bonn until, in May 2018, it was relocated to the municipality of Grafschaft in Rhineland-Palatinate. Bonn continues to be a production location.[19]
In October 2003, Hans Riegel Junior announced that one of his nephews, Hans-Jürgen Riegel (* 1956), would be his successor. He managed the company in France until 2005, but then fell out with his uncle and left the company.[20] Co-owner Paul Riegel died unexpectedly on the night of 3 August 2009.[21]
After the relationship with his nephew broke down, Hans Riegel decided to leave the question of succession open. This led to a conflict between the Haribo family tribes, as Paul Riegel's sons pursued a complaint to the Chamber of Commerce and Industry that had been initiated by their father in the summer of 2008 to clarify the legal issues. After their temporary suspension, an overall amicable solution was finally developed and presented in 2010.[22]
Haribo-Holding GmbH & Co. KG was then re-established. The Paul Riegel Family Holding and the Hans Riegel Holding, which were newly founded for this occasion, each have a half stake.[20][22][23] At the same time, two intermediate holding companies were created below the new parent company to bundle the German business on the one hand and the international business on the other. Hans-Guido (* ~1966), Paul Riegel's son from his first marriage, became, like his father, managing director for production and technology alongside his uncle Hans, who continued to look after marketing and sales. Hans-Arndt (* ~1968), Paul Riegel's son from his second marriage, took over the chairmanship of a new four-member supervisory board.[20][22][24] Long-time employee Andreas Nickenig (* ~1968), who was considered Hans Riegel's foster son and got along well with Paul's sons of the same age, also had a strong role in managing the foreign business.[22]
Hans Riegel died during recovery following the removal of a brain tumour on 15 October 2013. His position was filled by the Hans Riegel Foundation, which was created in 1987 and is now headed by Reinhard Schneider, authorized representative and also a long-time employee of Hans Riegel.[23][25][26]
Present
Haribo production is made up of around 7,000 employees in four plants in Germany and ten more in other European countries. As of June 2003, Haribo products were distributed in more than a hundred countries. In 2008, the Federal Cartel Office initiated proceedings against the company and other confectionery manufacturers for illegal price fixing.[27] In 2012, the Federal Cartel Office imposed a fine of a total of 2.4 million euros on Haribo and a responsible sales employee. The reason was anti-competitive agreements with competing companies in which negotiations with retailers were exchanged.[28]
Relocation of the company headquarters
Since 2005, there has been public speculation about the company's plans to relocate the Bonn location with its 1,300 employees because expansion are no longer possible there. The Rhineland-Palatinate town of Gelsdorf (community of Grafschaft) and its North Rhine-Westphalian neighboring town of Rheinbach were discussed as new locations.[29][30][31]
In April 2018, the company moved its head office from Bonn to Grafschaft. Some factory capacity remained in Bonn.[12]
Haribo Werksverkauf in Bonn, Am Neutor Haribo-Store and one of Haribo’s stores in Bonn, GermanyHaribo Werksverkauf in Bonn, Am Neutor Haribo-Store. Inside of Haribo Werksverkauf in Bonn, Germany
Goldbears
Goldbears are fruit gums in the shape of stylized bears, that are two centimeters in size and consist of sugar, sugar syrup, colorants and flavorings. They also contain acidifiers, coating agents, water and a gelatin mixture, which gives the bears their rubbery consistency. Since 1960,[32] Haribo calls its gummy bears Goldbears, in order to distinguish them from other manufacturers' products. In 2005, Haribo produced about 100 million Goldbears daily in 15 establishments throughout Europe to ensure the distribution in over 100 countries. The Goldbears account for Haribo's largest revenue share. According to the company, their brand awareness in Germany is 99 percent and the Goldbear stands for childlike happiness.[33]
For the German market, they are colored with natural fruit extracts, in contrast to the use of colorants in the past. Although there are enough possibilities today to create a shade of blue, making the production of blue Goldbears possible, the Haribo management does not want to make any changes to the traditional product.
In August 2007, the product range was partly changed by adding apple as a new flavor and giving it the color green. The strawberry flavor, which was hitherto assigned to the color green, was recolored to light red. Additionally, the shape of the Goldbears was slightly changed, compared to the former generations, by giving them a smiling face.[34]
Devoted to the UEFA Euro in 2008, Haribo produced Schwarz-Rot-Goldbären: a black, red and yellow Goldbear mix. The mix, which was inspired by the color combination of the German flag, contained the flavors blackcurrant (black), raspberry (red) and lemon (yellow). For the first time ever, Haribo developed black Goldbears, which, besides blackcurrant, also contained elder extract.[citation needed]
On the occasion of the FIFA World Cup in 2014, Haribo produced the Goldbären-Fan-Edition. This mix included gummi bears in cherry (dark red), grapefruit (red), watermelon (green), woodruff (dark green) and apricot (orange) flavor as well as blue Goldbears in blueberry flavor.[citation needed] A zero sugar version of the gummy bears was discontinued because people got diarrhea because of maltitol in the candy. [citation needed]
There is a halal version of Haribo Goldbears in various countries (including the United Kingdom); Imported from Turkey where it is manufactured using beef gelatin which is permissible if slaughtered accordingly to Islamic dietary laws which uses the dhabihah method. They have the halal certification on the packaging.[35]
UK presence
Haribo Confectionery's, Pontefract UKHaribo Normanton Distribution. New Haribo factory and automated warehouse in Castleford, West Yorkshire, UK
Haribo entered the UK sweets market by buying Dunhill's in 1972, a manufacturer of liquoricePontefract cakes which was founded in the 18th century.[36][37]
Haribo's key brands in the UK are Starmix, Tangfastics, Supermix and Maoam, with Maoam being a brand of chewy sweets being bought in 1986 from Edmund Münster, the manufacturer who originally owned Maoam when it was first launched in Germany back in 1931.[38][39] They were once the distributor of Pez products in the United Kingdom, but this is no longer the case. Haribo makes Pontefract Cakes at their factory in Pontefract, West Yorkshire, and other locations. The company owns seven shops in the UK located in Pontefract, the West Midlands, York, Cheshire, East Midlands, Somerset, Kent and Hampshire.[40][41]
US presence
Haribo had been imported into the United States since 1982.[42] In Germany, Haribo was not an exclusive gourmet product, but a mere candy. When Haribo of America was incorporated in the 1980s in Baltimore, Maryland, Haribo's gummi candies were introduced to the US mass market through retailers such as drugstores, grocery stores and discount stores. The packaging was translated into English, and package weights were adjusted to match US candy prices and package sizes. A laydown bag was developed for the US supermarket trade, instead of the hanging bag commonly found in German supermarkets, and a boxed product was developed for theaters.[citation needed]
Sales soared the first year, and gummi bears became so popular in the US that the US market was soon flooded with competitors such as German Trolli and American Black Forest.[citation needed]
In 2015, Haribo of America moved to the Chicago, Illinois area and established their headquarters in Rosemont, Illinois. On 23 March 2017, Haribo announced the opening of its first US factory, a 500,000 sq ft (46,500 m2), 400 employee manufacturing plant in Kenosha County, Wisconsin, scheduled to start construction in 2020 by Gilbane Building Company.[43]
In 2023, the US factory went live[44] and began producing Goldbears. Haribo factories do not give tours.[45]
International distribution
European countries with Haribo factories (UK, France, Ireland, Germany, Denmark, Netherlands, Austria, Hungary, Italy, Spain, and Turkey)
Haribo plans to expand to China and Brazil. In China, it has launched test stores in Shanghai and in Guangdong province. New production facilities opened in Castleford, West Yorkshire,[46] in 2016, and it plans to open in São Paulo, Brazil.[47]
Slogans
Haribo's German catchphrase is "Haribo macht Kinder froh – und Erwachsene ebenso" ("Haribo makes children happy – and adults as well").[48] The German advertisements starred Thomas Gottschalk from 1991 until 2015. In English-speaking countries, it uses the slogan "Kids and grown-ups love it so – the happy world of Haribo".[49] In Hungary, it uses the slogan "Gyermek, felnőtt kedve jó – édes élet, Haribo" ("Child and adult is happy – sweet life, Haribo"). "Haribo c'est beau la vie, pour les grands et les petits" ("Haribo life is beautiful, for big ones and little ones") is used in France, while in Italy the song used during commercials is: "Haribo è la bontà, che si gusta ad ogni età" ("Haribo is the delicacy that one can taste at any age").
In Turkey, it uses the slogan "Çocuk ya da büyük ol, Haribo'yla mutlu ol" ("Be a kid or a grown up, be happy with Haribo"). In Denmark, it uses the slogan "Luk op for noget godt! Luk op for Haribo! Den er go'" ("Open for something good! Open for Haribo! It is good"). In Spain "Vive un sabor mágico, ven al mundo Haribo" ("Experience a magical flavour, come to Haribo's world") slogan is used. Similar slogans are used in other languages. The Haribo jingle music was created by UK composer Stephen Lee Vickers.[50]
