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The UK division of gummy confectionery giant Haribo, also known for Maoam chews, has achieved record sales for the second consecutive year, driven by a series of new seasonal product launches that have continued to entice consumers.
Headquartered in Pontefract, the company saw its turnover increase to £270 million in 2023, up from £218 million the previous year, according to recently filed results with Companies House.
Haribo’s UK export sales grew by 20% compared to the previous year, while domestic sales surged by 24%. The company attributes this growth to the successful introduction of new seasonal treats such as Funtasia bags, Box of Happy, and the lizard-themed Awesome Axolotls.
The opening of a new Haribo retail store in Portsmouth, the company’s tenth UK shop, also contributed to the sales boost.
Despite the impressive sales growth, Haribo UK’s pre-tax profit dipped to £31 million from £35 million the previous year, citing inflation as a factor impacting its margins.
Haribo has captured the hearts of Gen Z and Millennials, with over half (52%) of younger respondents in a survey choosing this iconic sweet. In contrast, older generations preferred butterscotch Werther’s Originals, with 44% of baby boomers voting for this classic treat.
Interestingly, the survey revealed no significant gender difference in sweet preferences, with both men and women selecting Haribo as their favourite. Other popular choices included Trebor Extra Strong Mints, Smarties, Percy Pigs, and Liquorice Allsorts.
However, some sweets were less favoured among consumers. Midget Gems and Fox’s Glacier Mints were the least preferred treats for road trips, garnering only 2% and 3% of votes, respectively. Mentos and Starburst were also unpopular, underscoring Haribo’s dominance as six bags are sold every second in the UK.
With continuous innovation and a strong retail presence, Haribo UK remains a leading player in the confectionery market, delighting consumers with its beloved sweets.
