HARIBO Projekt

The colourful world of

HARIBO – A company with a tradition rooted in sweets

Inaword… “Kids & Grown-ups love it so, the Happy World of HARIBO” – there aren’t many people who haven’t heard our famous and trusted slogan.

Yet, no matter how cheerful and light-hearted the advertising message may be, our slogan carries with it a commitment and promise to our customers. A promise which HARIBO has always kept, come what may. It’s not without reason that HARIBO sweets are the most popular among consumers and have been so for many decades! A product so loved and so popular as HARIBO however also makes people curious and gives rise to many questions and queries. Our PR and Marketing departments are always fielding requests for ever-more information concerning the colourful world of HARIBO. Consumers, retailers, and journalists all want to know just how and when HARIBO got started, how the traditional company from Bonn acquired its name, how the colourful and varied product range of gums, jellies, marshmallows and liquorice were developed, how and by whom were the legendary HARIBO Golden Bears created, and how HARIBO finally achieved its standing today: as a successful, worldwide business with almost legendary customer loyalty.

On the following pages, all these and many more questions will be answered. We’ll tell you the story of our company and its people and also about the great importance we place on quality standards, our myriad of products, as well as the many production processes and interesting events surrounding the Golden Bears & Co.

We hope you’ll learn a lot, laugh a lot, and above all come to understand why HARIBO is considered by consumers to be the most trustworthy sugar confectionery brand in the world.

So go on, – why not dive into the colourful world of HARIBO!

Yours sincerely, The HARIBO Team

HARIBO Chamallows Page 24 HARIBO International History Seite 10 Page 4

The Fruit Gum Liquorice Page 14 Page 26

MAOAM The Golden Bear Page 45 Page 20

Product Design and Production Advertising, Marketing Page 32 and other Highlights Page 38

Our History since 1920 1920

1920 – Hans Riegel 1920 – The first “factory” is a kitchen sink 1921 – ans Riegel founds HARIBO. in Kessenich, Germany. marries, and his wife, Gertrud, becomes the first HARIBO employee.

A Sack of Sugar and a Copper Kettle

Hans Riegel was born on 3 April 1893 in Friesdorf near Bonn, the son of Peter and Agnes Riegel. After technical school he sought work as a confectioner and spent five years at the firm Kleutgen & Meier. Further stages in his career include jobs at production plants in Neuss and Osnabrück. Then after World War I, Heinen, a company based in Bonn-Kessenich, was looking for a confectioner, and Riegel was taken on as a partner, after which the company became known as Heinen & Riegel. In 1920, Riegel became the sole owner of the firm. He acquired a house on Bergstrasse in Kessenich, a suburb of Bonn where he set up his first production plant. The starting capital consisted of a sack of sugar, a marble slab, a stool, a walled-up stove, a copper kettle and a roller. Here, in a small kitchen sink, the legacy of an internationally successful enterprise was born. On 13 December 1920, Riegel registered the name HARIBO, an abbrevia- tionofHAns RIegel BOnn, in the Bonn Commercial Registry. In 1921, he married Gertrud, who was to become the first employee of the young company.

5 1925 – The legendary liquorice sticks are a really big seller. 1930 History 1930-1935

1935

1923 – The first HARIBO delivery van. 1930 – HARIBO already employs 160 workers.

HARIBO Golden Bears and Liquorice Sticks – The Cornerstone of a Sweet Success Story

In 1922, Hans Riegel laid the cornerstone of HARIBO’s forthcoming success by creating the Dancing Bear – a little bear made out of fruit gum, which would later become as world famous as the HARIBO Golden Bears. Rising demand called for an investment in modern transportation technology and in 1923 HARIBO acquired its first automobile, complete with business placard, for making deliveries to customers.

Up until this time, his wife and colleague, Gertrud, had delivered each day’s batch of sweets by bicycle. In the same year, their son, Hans, was born, followed in 1924 by their daughter, Anita, and then in 1926 by their second son, Paul. Only three years after the creation of the Dancing Bear, Riegel laid the second cornerstone for HARIBO’s later successes: He began to produce liquorice products. Early best-sellers were the famed liquorice sticks bearing the HARIBO logo. Many other liquorice delicacies soon followed, including the liquorice wheel, which was later to become internationally famous. By 1930, HARIBO employed 160 workers and a strong team of sales representatives was in place covering all of Germany to ensure HARIBO products were available everywhere. 1922 – Hans Riegel invents the Dancing Bears. A further stroke of genius in the mid-thirties gave the firm the simple, congenial, and catchy slogan “HARIBO makes children happy,” which in German, “HARIBO macht Kinder froh,” has an easy nursery rhyme jingle to it. Steadily rising sales figures naturally required an expansion of production capabilities and between 1930 and 1933 the main building of today’s plant in Bonn was constructed. In the run-up to World War II, the company had become a solid, mid-sized firm with around 400 employees. The years 1939 to 1945 found Germany with the unfortunate task of making tanks over gummy bears and HARIBO experienced setbacks, mainly due to the shortage of raw materials. When firm founder Hans Riegel passed away in 1945 at the age of fifty-two, Gertrud kept the company going through the immediate aftermath of the war.

7 HARIBO-Characters – The “Liquorice Sticks” were once as distinctive as the “Golden Bear“ are nowadays. History 1950, 1965, 1985 1950 1965

1985

1946 – Paul and Hans Riegel Dr. Hans Riegel Today Paul Riegel take over the family business. † 2 August 2009

The Second Generation

The rebuilding of the company began immediately after the end of World War II. In 1945, 1962 – HARIBO’s first HARIBO was down to only about thirty employees, but the production facilities in Bonn had TV ad is broadcast. at least made it through the war undamaged. The biggest problem in the first few years after the war was the scarcity of raw materials. When Hans and Paul Riegel were released from POW camps, they took over running the company from their mother, dividing the work in a way that remains in place to this day: Dr. Hans Riegel became responsible for the distrib- ution side, including sales and marketing, whilst his brother, Paul, was responsible for production up to his sudden and unexpected death in August, 2009. As an experienced tinkerer, he designed machines himself and even built the prototypes in workshop at the plant. One of his most spectacular inventions was a machine for making the liquorice wheels. Seit 1991 – homas Gottschalk The results soon showed the wisdom of their approach: The flourishing enterprise becomes a spokesperson for expanded and – only five years after the war – came to employ almost 1,000 workers. the HARIBO Golden Bears. Of primary importance for the continued success and growth of this family company was the uniformly high quality standards of the products, the constant development of new and timely product ideas, and, last but not least, the marketing strategy developed by Dr. Hans 1998 – HARIBO goes online. Riegel for the entire product range. In the mid-sixties, the slogan “HARIBO makes children happy” was expanded to include the phrase “– and adults, too”. This newly evolved slogan worked extremely well, marking the ever-widening fan-base for HARIBO products. (The Eng- lish version, which works in the rhyming of the original, was translated as “Kids and grown- ups love it so, the happy world of HARIBO”). HARIBO recognized very early on how important the new medium of television would be for the further development of the company and, in 1962, the first HARIBO commercials were broadcast on German television. HARIBO ads were broadcast on German television. In order to create a continual and familiar presence in Germany, in 1991 HARIBO also established what is now the longest-lasting advertising partnership with a spokesperson, by bringing in the famous entertainer, Thomas Gottschalk. He has been actively involved in advertising for the “Golden Bear” and many other HARIBO products ever since 1991. By 1998 HARIBO had begun to use even newer media, embracing the new on-line community and setting up its own website. Now HARIBO 9 fans can keep up with the latest developments at any time and at any place by logging on to www.haribo.com.

HARIBO International

HARIBO International A Rainbow of Products and an International Network of Manufacturing and Sales

The history of the HARIBO is an on-going success story. What HARIBO products are manufactured at sixteen locations started at a small kitchen sink in a small suburb in Bonn with a all over Europe. The firm has also continuously been increasing sack full of sugar and a copper kettle has developed into one its market standing and expanding its product range, through of the best-loved and most well-known brands in the confec- the purchase of top-quality brands both in and outside tionery industry. The appearance of the products may have Germany. The story of HARIBO is one which has gone from one changed over the decades, but the excellent quality of the fruit level of success to the next. gum, marshmallows and liquorice sweets from HARIBO has An additional component that may help to explain the extraor- always remained the same. Meanwhile, the quality of HARIBO dinary success that HARIBO has enjoyed around the world is products has impressively asserted itself well beyond national the development of several sweet treats, which seem to borders. In particular, the very popular “Golden Bears” have match perfectly to a variety of country-specific tastes. Keep in become a continual international “best seller”. The small fruit- mind that the exact HARIBO range of products is by no means flavoured gum drops are cherished by their fans from around identical from one country to the next. The French, for example, the world. The Americans love their “Gold-Bears”, people in clearly prefer marshmallow products such as “Tagada” or Spain their “Ositos de Oro” and in Poland the people love to “Chamallows” and sugar-coated candies like “Dragibus”. snack on their “Zlote Misie”, to mention only a few examples. In England, “Star Mix” is the number 1 seller among The fact that HARIBO is today a European industry leader is, young and old alike. And in however, not only due to the great quality of its the Scandinavian countries, products, but also harks back to the nonstop inter- a clear preference is “Mata- est from day one in building a dor Mix”, a mixture of fruit- deeply integrated production flavoured gum drops and and marketing network. Today, liquorice.

11 1935 1971 1982 Even by the end of the twenties HARIBO acquires the majority of shares HARIBO crosses the Pond. The headquar- HARIBO is establishing ties with foreign in the traditional French company ters for the new US sales office, “HARIBO of companies. Talks with Christian and “Baeren-Schmidt”, where the popular America, Inc.”, is an office block bought Eckhof Hansen of the Sukkervaren-fab- gingerbread hearts, domino biscuits, and specifically for this purpose in Baltimore, rikker Danmark lead to the joint other long-life bakery products are pro- Maryland. founding of HARIBO Lakrids A/S in duced. Copenhagen in this year. 1986 1972 HARIBO takes over Edmund Münster 1957 HARIBO buys into “Dunhills”, a traditional GmbH & Co. KG in Neuss. In 1900 HARIBO acquires “Kleutgen & Meier” of English company which is known for its Edmund Münster bought the “Düsseldor- Godesberg, the firm where company “Pontefract Cakes”, a regional specialty. fer Lakritzenwerk”, established in 1898. In founder Hans Riegel took his first steps In 1994 HARIBO acquires the remaining 1930 he acquired the foreign license to into the industry. It still sells fruit gum shares and establishes the brand name produce the soft candy MAOAM (see confectionery under the brand “HARIBO DUNHILLS PLC”. page 45 for additional information) and in “Monarch”. 1982 the production facilities moved from Düsseldorf to Neuss. 1961 HARIBO acquires “Bonera Industrie en 1989 Handelsmaatschappij N.V.” in Breda, HARIBO establishes a sales organization in Holland. After consolidation the name is Norway, the headquarters of which, changed to “HARIBO Nederland B.V.” HARIBO LAKRIS A/S, is based in Oslo.

1967 1990 HARIBO acquires shares in the French HARIBO becomes active in the new east- confectionery factory “Lorette”. The Mar- ern states of unified Germany after the fall seille-based company changes its name of the Berlin Wall by acquiring the “WESA to “HARIBO France S.A.”. Later in 1985 Confectionery Factory”. This establishment HARIBO purchases “Ricqles Zan S.A.”, started out as a candy, gingerbread, and also based in the South of France. These chocolate factory founded by Oswald companies are merged into a new firm Stengel in 1898. His son sold it to the at the end of 1987 creating HARIBORIC- 1976 state of Saxony in 1949, when it became QLES ZAN with production facilities in HARIBO sets up a sales organization in the publicly owned Süßwarenfabrik WESA. Marseille and Uzès and Sweden, with its headquarters, HARIBO supplying France and other southern LAKRITS AB, in Helsingborg. 1990 European markets. HARIBO acquires 100 percent of the 1977 shares of the Italian company “SIDAS 1968 HARIBO establishes a sales organization DOLCIARIA S.p.A.” and establishes HARIBO purchases shares of “Dr. Hillers in Austria. After HARIBO acquires Panuli “HARIBO Italy S.p.A.”, with its headquarters AG” of Solingen. In 1974, HARIBO Bonbon GmbH in 1988, independent in the northern Italian city of Milan.. acquires the remaining shares. production starts here, too, under the name of “HARIBO LAKRITZEN Hans 1992 Riegel Betriebsorganisation GmbH”. HARIBO establishes a sales organization in Finland, HARIBO LAKRIDS OY AB, with its headquarters in Helsinki.

12 HARIBO International

1993 2000 HARIBO takes over the renowned brand HARIBO buys the Dutch candy “Vademecum”, producer of dental manufacturer “Hoepman” in Hoogezand chewing gum and cough sweets. in the province of Groningen. This company makes liquorice and hard and 1995 soft marshmallow candies. After having established a sales The HARIBO Factory in Austria presence in Spain, HARIBO ESPANA S.A, 2001 in 1985, ten years later HARIBO now HARIBO takes over the Turkish fruit gum opens production facilities there. and marshmallow producer “Pamir Gida Sanayi A.S.”, opening up new markets for 1996 HARIBO in the Middle East, Turkey, and HARIBO opens its “Musée du Bonbon.” the Muslim regions of the former Soviet in Uzès, France. The museum charts the Union. history of sweets, liquorice and fruit gums, which is of course to an extent, 2002 The HARIBO Factory in Denmark the story of HARIBO itself. HARIBO opens a branch sales office in Poland, HARIBO Sp. Z o.o. 1996 HARIBO takes over the Belgian company 2003 “Dulcia” under the brand name of HARIBO taps into the largest Eastern HARIBO BELGIE B.V.B.A. and begins to European market – Russia – by setting build up its marshmallow range, which up a sales agency in Moscow, OOO have been marketed under the trade Haribo SK s.r.o. name of !Chamallows since 2007. The HARIBO Factory in Spain 2004 1998 HARIBO opens a sales organization in In the middle of June, HARIBO acquires Slovakia, HARIBO SK s.r.o. the Spanish confectionery producer Geldul S.L. in Alicante. 2005 “HARIBO Australia Pty Ltd.” becomes 1998 the Bonn confectionery producer’s The Eastern European market becomes representative “down-under”. Facilities in Hungary increasingly important. HARIBO establishes a sales branch in the Czech Republic, 2005 HARIBO CZ s.r.o., with its headquarters in In Portugal marketing is facilitated by Brno. the establishment of a new sales organization, HARIBO Portugal, 2000 Unipessoal, Lda. The year 2000 marks the completion of a production facility in Hungary, HARIBO Hungárai Kft., enabling significant inroads to be made into the Eastern European market.

Fruit Gum – A History

Fruit Gum – A Long and Varied History

It has been a long journey to the birth of the Golden Bears: HARIBO’s most popular and well known sweet. Strictly speaking, it’s a journey that started over 2,000 years ago, as even in ancient times man was concocting sweets. The Greeks and the Romans liked to eat cakes sweetened with date juice, honey or soaked in grape juice. During the Middle Ages people enjoyed all different kinds of ginger- breads. In the sixteenth century, the age of discovery, sailors and explorers brought the cocoa bean to Europe.

Cane Sugar – A long-standing luxury item Sugar cane imported from Arabia through Venice and into Europe in the first millennium AD was for a long time a very expensive luxury item, which only nobles and very wealthy merchants were able to afford as seasoning or even as medicine. In the fourteenth century, 100 kilograms of cane sugar would have cost the equivalent of 1,200 Euros today.

Beet Sugar – Luxury for the People It was only later on that a wider array of people got the chance to try this luxury item. The blockage of Europe during the war with Napoleon in 1806 broke the hold overseas suppliers had on the raw sugar market. Germany was at the forefront of the development of sugar beet production in the middle of the eighteenth century. By the middle of the nineteenth century beet sugar had become an affordable daily staple.

Gum Arabic – The Decisive Fruit Gum Ingredient Resourceful bakers of the nineteenth century discovered that sugar could be combined Sugar Beet – with the resin of a particular acacia tree found in Africa, Asia, and also Australia. The A source of cleanest and clearest gum Arabic came from the province of Kordofan in Sudan. This raw resin would Affordable be purified, prepared, and boiled with sugar. With the addition of fruit and other flavourings the first soft Sugar fruit gums were invented – the forerunners of the famous HARIBO gums and jellies.

15 The Fruit Gum – Fruit Gum The Secrets Inside Showcase InIn addition addition to to the the classic classic fruit fruit gum, gum, It’s really no secret as to how fruit gums are prepared: They are therethere are are also also many many other other products products made from a mixture of glucose syrup (which makes them inin HARIBO’s HARIBO’s range range made made from from transparent), sugar and dextrose (which makes them sweet), special additions or unique and gelatine (which makes them chewy). After that come the special additions or unique coloured extracts of fruit and plant concentrates, flavouring, combinations of ingredients. starch, and a little citric acid.

But the chefs are keeping quiet about the exact proportions of the mixture and the magical ‘know how’ used during production: That’s where the real secret lies as to why HARIBO sweets taste so incomparably good.

The Colours – A Pure Product of Nature

Since the end of the eighties, the Golden Bears and many other HARIBO products have obtained their colourful appearance from fruit and plant concentrates. The Combined Products required colours are produced by fruit preparations in various A mixture of sugar, brown sugar syrup, mixtures, including blackcurrants, oranges, lemons, elderberries, gelatine, glucose, fruit and vegetable red currants, aronia, grapes, spinach, nettles, passion fruit, man- preparations, and flavours combined with goes, carrots, and kiwis. liquorice results in the unique taste of fruit gum and liquorice all in one. Especially popular are the multi-layered combinations of jelly, cream and foam products.

16 Fruit Gum – Products and Ingredients

The Fruit Gum Product Produced from sugar, gelatine, glucose, and added fruit flavours, poured in powder form into a mold and sweetened, HARIBO fruit gum sweets come in mostly fruit and animal forms and are available in a rainbow of colours and flavours.

Specialty Items HARIBO Cough Drops belong to its specialty product range. HARIBO “Bronchiol” are available in the flavours menthol, cherry and with an herbal filling, a combination of eucalyptus, menthol and eight different herbs. HARIBO “Jogi-Kiss”, a clever combination of fruit drops, marshmallow, and a “visible” yoghurt preparation.

HARIBO “Fruity-Kiss”, a delicious combination of marshmallow, fruit drops and a fruit preparation. 17 Gelatin, Starch, Agar-Agar – Alternatives to Gum Arabic

The chewy sweets which were once produced with gum Ara- bic had a different consistency, which meant a different chew and taste experience, from today’s Golden Bears and other fruit gum products. However, the extraction of gum Arabic became so expensive that the candy market had to look for other raw materials. To produce its various fruit gum products HARIBO started using gelatine in the eighties – in particular, pigskin gelatine. Some fruit gum products were also produced with the aid of starch or agar-agar, a type of tropical algae, meaning that they can also be enjoyed as vegetarian or Halal options. Such products today include Sour Gherkins or Cherry- Cola. The main ingredient of the fruit gums, gelatine, contains neither fat nor carbohydrates. A half-litre of plain gelatine jelly contains only 40 kilocalories. Scientific studies show that gela- Wine Gums tine can prevent lasting joint damage. Taken regularly, it These are produced from sugar, gelatine, strengthens the skin and connective tissue. glucose syrup, dextrose and a very small amount of wine, together with added flavours, and colours. The small percentage of alcohol in the wine naturally cooks off during the production process.

18 Fruit Gum – Products and Ingredients

Jelly Products These flavoured soft sweets are produced mostly by the powder casting method (see page 34.) Gelling with agar-agar leads to a softer consistency than with fruit or wine gum sweets. HARIBO jelly products come mostly in fruit forms, such as raspberries, blackberries, or the HARIBO peaches.

Extruded Products Fruit gum sweets can also be produced through the high pressure and temperature of the so-called wheel press (an extruder).

The Golden Bears

The Dancing Bear (ca. 1930) – Forerunner of The Golden Bears – the Famous Golden Bears The Black Bear (1925) – Cult Classic and HARIBO Star Its Liquorice Cousin

HARIBO’s world famous Golden Bears remain the undisputed fruit gum stars, syn- onymous with all fruit gum confectionery. It can truly be said that Golden Bears have achieved a cult status, spanning across all generations.

The Dancing Bear — Inspiration for the Golden Bears Hans Riegel, the founder of HARIBO, created the first bear mold, the source of today’s Golden Bears, back in 1922. His inspiration for these “Dancing Bears” were the trained bears that showed up as regular entertainment features at nineteenth century fairs and festivals. Travelling performers presented these chained bears for the crowd’s amusement. People enjoyed their little tricks and lumbering dances, however for the bears, this sort of activity was obviously of dubious pleasure. The Dancing Bear made from fruit gum was larger but also thinner than today’s Golden Bears. It quickly took its place next to the Sweet Devils as one of the classics Dancing Bears (1922) – of the HARIBO product line. Two Dancing Bears cost only a pfennig in inflation-shel- Affordable Treats tered Germany. In 1925, Hans Riegel also started producing liquorice sweets – and at Christmas the Dancing Bear acquired a cousin, the so-called Black Bear.

The Teddy Bear – A Second-Generation Bear In the 30’s, another relative showed up: the “Teddy Bear”. He was smaller and rounder and was a snack version of the popular stuffed toy. Teddy bears were named after the twenty-sixth president of the United States, Theodore Roosevelt (1901–1909), who was quite the hunter and had a preference for bears. On official occasions he was therefore often given stuffed versions of this animal, and so they soon became known as “Teddy” bears, using the shortened form of his first name. Theodore “Teddy” Roosevelt, after whom Teddy Bears were named.

21 1960 – The Golden Bears are born. 1960 The Golden Bears, the offspring of the legendary Dancing Bear, first appears on the market. This marks the birth of the cult confectionery character..

1961 – The Golden Bears come in a bag. In the land of the economic miracle the market is prospering. In the 60’s the trend 1961 of breaking with the past continues, higher growth, and innovative spirit. Naturally the HARIBO creative team works on new ideas. Up until this point HARIBO sweets 1960 have only been available in decorative tins or sold loose in paper boxes. Now cellophane bags are appearing on the shelves as a modern packaging option.

1967 – The Golden Bears get their birth certificate. The roaring success of the new product leads HARIBO to obtain an official “birth certificate” for their Golden Bears. In this year the German Patent Office records “Gold-Bären” as a registered trademark.

1968 – The Golden Bears change packaging. At the end of the 60’s, the Golden Bears packaging gets a face-lift and updates to a modern cellophane bag bearing the HARIBO logo. 1968 1978 – The Golden Bears change shape. In the seventies the aesthetics of everyday life changes for HARIBO customers and so the Golden Bears shape adapts to the times too. Their original, relatively 1978 round shape with splayed feet changes to the more compact and stylized shape we know today. The bag also takes on a new look: the teddy bear design now 1989 2003 appears in technicolor.

1989 – The Golden Bears change colour. Now the Golden Bear’s colours go natural and are somewhat paler since they are obtained from fruit and plant concentrates, However this doesn’t damage their popularity one bit. The yellow Golden Bears with the red bow-tie appears on the packaging for the first time at this stage..

2003 – The “Golden Bears” are chosen as the most trustworthy confectionery brand in Germany 2007 Thanks to the “Golden Bears”, HARIBO has been repeatedly chosen since 2003 the most trustworthy confectionery brand in the biggest annual European consumer poll by Reader’s Digest.

2007 –The “Golden Bears” celebrate their 85th birthday! To celebrate their 85th birthday, the “Golden Bears” were given a new recipe, a new design – and a uniform, happy smile. “Apple” was introduced as the 6th taste. The cele- bration was communicated throughout Germany in a 22 nationwide promotional campaign. The motto: “Now the Golden Bears are even fruitier!” The Golden Bears Family

The Mini-Golden Bears- For all those who love the little things in life – these mini-bags of Golden Bears can often be found on your pillow in hotel rooms.

Bärli The extra-large Bärlis for twice as much flavour. The Golden Bear – A Cult Favourite for With some Young and Old Alike! great additional benefits!

The “Golden Bear Can” The first completely new packaging in the exclusive Golden Bear design! The can looks just like the well-known product itself and can be used over and over again around the house as a form for pudding or jello, but only after all of the tasty, original contents have been eaten, of course!

Christmas Golden Bears and Bärlis For Golden Bears-lovers who don’t want to go without their favourite sweet during the Christmas season, HARIBO also produce special Christmas Golden Bears or Christmas Bärlis to go under the tree. The Christmas 2009 Bärlis even put on a festive Santa Claus hat to mark the season.

Juicy Golden Bears Since 2009, the “Golden Bear” Family has been very happy about a lot of newcomers into the family. The “Juicy Golden Bears”, with 22% real fruit juice and their soft consistency, have become a real enrichment to the product line. This juicy taste treat is available in the flavours apple, pear, raspberry, peach, lime and black currant. This product was awarded prize “HIT 2009” from “Lebens- 23 mittel Praxis” in the summer of 2009. HARIBO Chamallows – Marshmallows at their finest

Dulcia, a traditional brand name in Belgium Our most important customers already knew it: The candy company Dulcia, for decades the manufacturer of the very popular Belgian Dulcia marshmallow products, has been a member of the HARIBO Group since 1996. The company Dulcia (which in Latin means mild, sweet) was founded by Grégorius Nuyts in the Belgian city of Deurne in 1950. The company moved to Kontich in 1962, where the four children of the founder continued to manage the company of their parents. Ten years later, a devastating fire destroyed all of the production facilities, but the family successfully rebuilt the plant very quickly, installing the most advanced manufacturing technology available at the time, as well as the most modern machines.

From Dulcia is born BARIBO Chamallows When HARIBO took over Dulcia in 1996, the brand name “Dul- cia”, with its strong position in the marketplace, stayed on for more than ten years, with its successfully manufactured and marketed products like “Soft-Kiss”, “Coco-Balls” and “Rombiss”. It wasn’t until 1997 that the final changeover of all of the Dul- cia products took place, creating the HARIBO brand “Chamal- lows. This made a uniform global marketing approach to “Chamallows” – the tasty HARIBO marshmallow products possible. marshmallow combinations with the striking icing bag. The name may change, but the quality remains The constant and convincing high quality has, of course, remained and only certified suppliers receive orders from to deliver our raw products. The production process is also moni- tored right down to the minutest detail. Not much has changed for the consumers, other than the fact that the buyers can now bring Chamallows directly into connection with HARIBO, which gives them an additional guarantee that the highest possible levels of quality and reliability are being maintained.

Chamallows “Barbecue” – always a treat, whether they’re enjoyed hot or cold.

24 HARIBO Chamallows

Chamallows “Coco Balls” - Marshmallows with a finely- grated coconut topping

Chamallows “Mix” – The one-of-a-kind soft and colourful mixture

Chamallows “Minis” – Tasty little marshmallows that are also ideal for decorating desserts, cakes and ice cream

Chamallows “Soft Kiss” – The special marshmallow variety in either chocolate or vanilla flavour

Chamallows “Rombiss” – The classic marshmallo with a delicious vanilla flavour

Liquorice – A History

Liquorice – The Black Gold

Condiment and Sweet Medicine HARIBO liquorice products are among the most popular sweets around, whether they be wheels, candy sticks, sugar-coated or salted. Liquorice products all stem from the liquorice root of the butterfly flower family. The sap tapped from these roots is much sweeter than sugar. The liquorice products we enjoy today as sweet, spicy, or salty tasting treats were mainly herbal remedies a thousand years ago. Liquorice sap contains glycyrrhizin acid, which calms the stomach lining and the bronchial tubes, and so it was used for colds and stomach complaints. Recent studies at New York University have even shown that liquorice sugar can render the herpes The healing power of the virus harmless. liquorice root was already known in ancient Egypt. A Short History of the Magical Root The history of liquorice goes back thousands of years. Liquorice was mentioned early on in traditional Chinese herb books. It is also listed on Egyptian papyri, and was even found in the tomb of Tutankhamun (1347–1339 BC). It was treasured for its healing properties in the Land between the Two Rivers as well; stone tablets from the seventh century BC describe its use in the treatment of the King of Assyria. Theophrast (369–285 BC), a student of Aristotle and the founder of botany, wrote in his Historia plantarum that ‘the Scythian root (liquorice) is capable of quenching thirst when one holds it in one’s mouth’. Therefore it is said that the Scythians The legions of Alexander can last, with just this and horse-milk cheese, for 11 or 12 days without a drink.” the Great even had liquorice in their packs to serve The armies of Alexander the Great (356–323 BC), also a student of Aristotle, were able to as a thirst quencher. make it through long battles without water when they had liquorice root, instead. The Roman legionnaires received liquorice root as part of their daily rations and many Greek and Roman doctors prized liquorice root as a remedy for coughs, colds, and catarrh. In the Middle Ages the liquorice root was considered to be a miracle worker and was ascribed magical powers. Contributing to its mysterious reputation was its dark brownish black colour. However, because its effects could not be explained ‘rationally’, they were attributed to witchcraft and devilry. Its use nevertheless increased at a steady rate.

During the Renaissance, liquorice remained popular as a ‘sweet medicine’ and during the reign In the Middle Ages, people of Elizabeth I (1533–1603) it was cultivated in England. Mention of liquorice is also found in suspected that the healing early scientific literature. A botanical encyclopaedia from the seventeenth century describes the power of the liquorice root plant, its cultivation, and the uses of the liquid which could be obtained from its root. came from witchcraft and devilry.

27 From Root to the finished Deposited Liquorice Liquorice Product Figures, pastilles and discs make up the range of casted liquorice products. ‘ Salino’, a classic in HARIBO’s product How It All Began ... range acquires its shiny surface In 1760 an enterprising apothecary named George Dunhill from from natural beeswax and the English town of Pontefract started making liquorice prod- carnauba wax. ucts that were not only for medicinal pur- poses. Dunhill hit upon the idea of adding sugar and other ingredients to the diluted root extract; thus creating the Pontefract Cakes that are still popular liquorice treats today. This creation marked the birth of the whole range of liquorice products that we know and love. Liquorice sweets have been produced at HARIBO since 1925. The first foray into liquorice confectionery was the popular liquorice stick which had the HARIBO logo impressed in its surface. There soon followed the world famous liquorice wheel and many, many more liquorice treats. Since 1972, Dunhills Limited with its Pontefract Cakes has been part of the HARIBO family of companies.

The Raw Material Without the liquorice root there would be no liquorice. This blue-blooming perennial reaches a height of roughly two meters. It grows mainly in the Mediterranean and the Middle East. Its wide-branching, finger-thick roots, which can reach a length of up to eight meters, can be harvested in late A Showcase of spring. Liquorice Products Liquorice products can be divided into liquid and hard, or soft forms. For liquid liquorice the final product is boiled to produce a thick syrup and, as in fruit gum production, is is then then poured poured into into moldsmolds and and set set with with corn corn starch starch where where it it dries. dries. TheThe pieces pieces are are then then finally finally glazed, glazed, giving giving them them aa gleaming gleaming finish. finish. Hard Hard liquorice liquorice is is cooked, cooked, pressedpressed into into a a form, form, and and then then dried. dried. Soft Soft liquoriceliquorice is is produced produced using using the the pressingpressing process. process.

28 Liquorice – Products and Ingredients

Liquorice – The origins of the Word The word ‘Liquorice’ comes from the Greek ‘glykeia rhiza’ (glykeia = sweet, rhiza = root). In Latin this becomes gly- cyrriza,’ and in Middle Latin ‘liquiricia’. There is a linguistic link between these and the word ‘Glycerol’. In Middle High German, the forerunner of the German spoken today, there are a whole host of words that derive from the Middle Latin for liquorice. The Jacob brothers and Wilhelm Grimm give the following examples from Middle High Ger- man: Lakeritz, Lakricie, Lakericie, Lakerisse, Leckerici, Leckeritz, Leckwaicz, Lichkricz, Licritz and Lackericz.

Liquorice Mixes For the production of liquorice mixes, soft liquorice is combined with sugar paste in a variety of different flavours. In this way, cubes with different layers can be produced or blocks can be filled with tubes of sugar paste, just like the tasty liquorice-coconut combination with real coconut flakes, which is without a doubt one of HARIBO’s classic products.

iquorice – Hea O L lthy IB a AR n H d S im

l y

Hard or Soft Liquorice Whether in bands, strings, strips, cubes, rolled, solid, or with filling –liquorice is made in the press. That’s how, for example the famous liquorice wheels, ‘Bonner Gold’ or ‘Salmiak-Stangen’ are formed.

29 Grated, Boiled, and Poured into Shape After the roots are dug up, they are washed, pared, dried and then grated, and for good measure boiled in water. The result is a dark viscous mass that forms into a block when cooled. This commercial standard, rock-hard 5 kg raw block of liquorice will finally go to HARIBO production for further processing.

In HARIBO´s Kitchen ... These liquorice blocks are then cut down into workable sizes and the pieces placed in hot water. The percentage of glycrrhizinic acid in these pieces is still too high – around 17% – which is why the raw liquorice must be diluted further. In order to obtain the typical liquorice taste in sweets, the amount of liquorice should be closer to 3 percent. Depending on the product, further ingredients such as sugar, glucose syrup, wheat flour, modified starch or gelatin, cooking salt, and various natural flavours are now added to the raw liquorice. The consistency and malleability of the liquorice are controlled through the percentage of starch and binders added. The result of all these different mixtures of Sugar-coated Liquorice ingredients is the wide variety of tasty HARIBO liquorice A liquorice centre covered confectionery. in a sugar coating. Special favourites include ‘Stafet- ten’, ‘Sali-Kritz’ or ‘Viola’.

Liquorice Idioms The Swabia dictionary of 1904 refers to the fact that the term used for liquorice sap in southern Germany is ‘bear droppings’. In this area you can also find the terms ‘bear herb’ and ‘bear paw’ referring to liquorice. Other synonyms for liquorice include ‘Süßholz’ (meaning sweet wood) and ‘Gebrenntes’ (meaning burned). Incidentally, linguists working on the Rhineland dictionary in 1932 conducted research at over 1,500 sites in the area and found an especially rich usage of terms for liquorice – a pleasant find for a company such as HARIBO that is rooted in the local culture.

30 Liquorice – Products and Ingredients

Liquorice Combinations Mixed products belong to the group of liquid liquorice production. Fruit gum and liquorice are formed together in a mold – resulting in treats such as the popular HARIBO Vampire.

Salted Liquorice A specialty which contains a higher percentage of ammoniac salt, of up to 2 percent. As a rule these products are also candied, such as for example the ‘Salt Pretzel’.

“Süßholz raspeln“ – “Sweet Talking” The German metaphor “Süßholz raspeln” (literally translated as ‘liquorice grating’) comes from a specific step in the production process for liquorice to describe ‘flattering talk’ or what English speakers might refer to in another food metaphor as ‘sweet talking’ or ‘buttering up’. One of the first uses of this phrase is credited to Hans Sachs (1494–1576), the famed master singer from Nuremburg. It is said that “er süßes Holz ins Maul nehme” (literally, ‘he would take liquorice in the mouth’). In the nineteenth-century in stage and theatre jargon, a ‘Süßholz raspeln’ was the young lover role in a play.

31 The data from a technical drawing is transformed into a plaster mould by a high-tech milling machine. Fruit Gum Confectionery – Product Designs

Graphic programs turn these drawings into Each HARIBO product starts three-dimensional out as a sketch on paper. images on screen.

Fruit Gum Candy – From the First Sketch to the Finished Product

The Product Design – Creative Work by Hand Every HARIBO fruit gum starts with a product designer’s creative inspiration. Then each individual fruit gum takes on a specific form: Whether they be Golden Bears or Quaxi-Fröschli, Sour Apples or Happy-Cola, each shape must be made from scratch. And all of this is still done by hand. Every novelty in the HARIBO product palette began as just a sketch by hand on paper. Because HARIBO Final adjustments are wants to stay at the forefront of new trends, ten to fifteen new HARIBO products are launched made by hand on a onto the market each year. There’s always something just around the corner in Product Design. plaster cast.

The Computer and the Milling Machine – Prototypes Are High-Tech The drawing by hand is then scanned into a computer. What was once 2D now becomes a precise 3D technical draft through the manipulations of the mouse and graphics program. The data of this 3D pattern is then transferred onto the milling machine where the new fruit gum shape becomes a plaster form. Now comes the handiwork again, as the shape and details are fine-tuned with a knife and hand- held milling cutter. From this final prototype comes the form for making as many moulds as needed for production.

33 Production in the “Kitchen” – The blending of the basic ingredients and then all kinds of exciting flavours come to life

The first production step begins in the ‘kitchen’, as the workers in the production departments like to call their area. Here the basic fruit gum components are heated up and blended into a uniformly thick mixture. This mixture is then sent through pipes into ‘hoppers’ where the separately prepared flavours and natural colours are added into the mix.

Quality – The Highest Benchmark

HARIBO is very particular about the ingredients of its products. Only raw materials which are perfect in every way are used in HARIBO’s production process. It is no surprise therefore that many products produced by HARIBO carry the Gold Quality Award (the Gütezeichenband) of the CMA (The Central Marketing Organisation for the German Agri- cultural Industries) and that HARIBO first received this honour fifteen years ago for its consistently meticulous quality standards. All HARIBO production sites in Germany have been certified as attaining the ‘higher level’ by the IFS (International Food Standard), one of the TUV-sponsored assessments of safety and quality. The declaration of HARIBO’s philosophy ‘Quality above All’ is prevalent throughout its international production sites, where placards underlining this philosophy are displayed reminding each co-worker – this has to be the best sales argument for buying HARIBO.

34 Fruit Gum Candies – The Production

Quality control inspections throughout the entire These starch powder boards with the negative production process are obligatory at HARIBO. moulds, will be filled with the different mixtures.

35 Powder Moulds and Plastic Stamps – The Fruit Gums Take Shape

Moving along a conveyor belt, flat trays are filled to the top with a flattened heap of fine powdery starch. A hundred plaster moulds fixed to a board of the same size press from above into the starch, leaving their imprint behind. The negative forms are transported to the next production station where the fruit gum mixture is poured from nozzles into the starch moulds in short bursts lasting only fractions of a second. And there you have it: in the blink of an eye over a hundred new fruit gums see the light of day!

The final ‘make-up’ stage and then into bags

After a long drying process the fruit gums get a final coating of beeswax and carnauba wax, which gives them a shiny appearance and keeps them from sticking to each other. Now they are ready to be automatically weighed and bagged so that the various assortments can be sent to customers all over the world.

The packaging machine where the fruit gums are both weighed and bagged.

Unbelievable production runs – in just a single day 100 million Golden Bears are manufactured worldwide!

36 Fruit Gum Candies – The Production

The first samples are produced by hand.

37 HARIBO holds the world record for the longest serving spokesperson advertising a brand. Thomas Gott- schalk, the German television star and celebrity, has been the face of HARIBO in Germany for over 15 years. He is pictured here together with the Golden Bear himself at the Guinness World Records Official Awards Ceremony. Advertising Campaigns, Marketing and Other Highlights

Advertising Campaigns, Marketing and Other Highlights

A Strong Advertising Presence: HARIBO is a world record-breaker The most successful advertising campaigns are often those which are the simplest. It shouldn’t require much thought on the consumer’s part to associate the message with the product and the producer in question. So it’s easy to see why there aren’t many companies around which can boast the same success rate of HARIBO in this arena: 98% of all German consumers have heard our well-known slogan first formulated in the thirties and then expanded in the sixties: ‘Kids & grown-ups love it so, the happy world of HARIBO!’ In Indepen- dent Surveys featuring prompted responses (ie. where consumers are given the names of confectionery companies), 98.9% of customers replied that they knew the HARIBO logo. Even in Independent Studies, with no prompts of confectionery brands given, 87.3% of all respondents still knew the HARIBO logo – that is truly record-worthy. This incredible awareness of the brand in Germany, to a large extent is due to the enormously successful partnership HARIBO has enjoyed since 1991 with the TV entertainer Thomas Gottschalk: a German television star who, like HARIBO, is loved by young and old alike. In 2005 after fourteen years as the ‘face of HARIBO’ this celebrity endorsement became the longest running in the world – a record officially acknowl- edged by the Guinness Book of World Records – and proof indeed that it pays to keep a good thing going!

Planet HARIBO – Successfully in Orbit on the Internet In 1998 the HARIBO homepage was set up, meaning that ‘www.haribo.com’ is now just a mouse click away. It’s a game, entertainment and information site all-in-one and up to 6 million HARIBO fans worldwide visit each year for information and amusement – or both! There’s a whole host of attractions on offer: different game worlds –where prizes can sometimes be won, information about all our products, the history of the company, as well as press releases to inform you about current promotions and the latest events for young and old. Online entertainment from Golden Bears and Co.!

39 Advertising Campaigns, Marketing …

HARIBO takes off – With the new GoldbAIR and TUIfly

It took the experts only three days to repaint the Boeing 737-800 vacationers to and from their holiday locales on behalf of TUIfly in the Dutch city of Maastricht. In December 2008 everything was Airlines. The cooperation between HARIBO and TUIfly, currently ready to go. The airplane with its colourful new blue coat of paint Germany’s third largest airline with about 10.5 million passen- was presented to an eagerly awaiting public: The German gers a year and a fleet of 38 modern aircraft, is a unique form of television celebrity Thomas Gottschalk christened the Boeing under cooperative marketing that has never been seen before. Both the name of “GoldbAIR” at the Cologne/Bonn Airport in Germany. brands, because of their unusually strong family orientations, fit Since then, this aircraft, as a flying ambassador of HARIBO in its exceptionally well together on the emotional level. exclusive “Golden Bear” design, has been bringing lots of excited

The HARIBO Truck on Tour around Germany

The HARIBO Truck (pictured above) also travels through Germany once a year in the summertime with the HARIBO “Golden Bear” (check out its stop-off points at www.haribo.com). Bouncing, playing and snacking are the name of the game when the HARIBO Truck visits the many large superstores and self-service supermarkets. From Lübeck to Bayreuth, contests, a bouncy castle, a children’s train, a merry-go-round, a Golden Bear with a touch-screen monitor, a small exhibition about the history of HARIBO, as well as lots of fun and games all around the HARIO truck all make sure that all our guests, both young and old, have lots of fun and excitement. The HARIBO truck made guest appearances at all six of the DTM races for the first time during 2009, causing quite a stir not only among the racing fans, but among the race car drivers themselves. .

40 … and Other Highlights

A few sensational exhibitions at the HARIBO Touring Show “Becoming a Cult Brand with the Golden Bear”

The HARIBO Touring Show “Becoming a Cult Brand with the Golden Bear”

It only becomes apparent what you can do with all of the HARIBO Golden Bear”, which was presented for the first time in 2005 in products, like “Golden Bears”, “Licorice Wheels” and more – aside the Ehrenbreitstein Fortress in Koblenz, Germany. Soon after- from eating them, of course – when you put these products into ward, the exhibition was also presented before an Old Roman the hands of creative individuals. That is when yummy treats backdrop at the Viehmarkttherme in Trier, in Kulmbach (the become works of art, “haute couture” or even cools design in birthplace of the Germany television celebrity Thomas every-day life. Whether we are talking about a tea set made to Gottschalk), at the Folk’s Museum in Graz, Austria, in the Indus- look like candy, a chair made of licorice, the torso of Venus or trial Museum in Chemnitz, Germany, and in the Schleswig lamps in Tiffany style. There is simply nothing that artists haven’t Municipal Museum. Many additional stays are planned. Aside yet made of licorice, fruit gum drops or candy. University students from the hand-crafted works on exhibition, which are without a studying fashion design in Trier, Bielefeld, Graz and Schneeberg doubt spectacular beyond comparison, a lot of additional infor- have used the colorful products of HARIBO to create fantastic out- mation about the company and its manufacturing history, about fits, and the fact that these creations could also be worn was dis- the various ingredients we use and about the design and adver- played at the next fashion show. Where can you see all of this? In tising principles we adhere to will be on display. Go to the touring show “HARIBO - Becoming a Cult Brand with the www.haribo.com for more information.

41 Advertising Campaigns, Marketing …

Big Children’s Events – he HARIBO Chestnut Exchange

It is famous well beyond the city limits of Bonn: the Great HARIBO-Chestnut. Since 1936, each October children and adults alike from all over the region get to trade in chestnuts and acorns for HARIBO sweets. For 10 kg of chestnuts or 5 kg of acorns (maximum per person: 50 kg), children can receive 1 kg of HARIBO sweets. Over 16,000 HARIBO fans from all over the country take part annually, making their way to Bonn, home of HARIBO’s headquarters, where they trade in total up to 500 tons of chestnuts and acorns. The collected nuts are then used to feed wild animals through the winter.

Making kids’ hearts beat faster! Taking place just once a year: The HARIBO Sweet Exchange! Sweets in return for chestnuts and acorns – what could be 42 better? … and Other Highlights

The Dr. Hans Riegel Foundation

Since 1987 the foundation established by Dr. Hans Riegel has made it its aim to encourage, promote, and inspire talented youth in Germany. The foundation promotes school, university and career training through nonmaterial and financial means. Students with particular financial needs for example can benefit from special grants. In addition financial support can be granted towards the costs of workshops and other career development training courses. The Foundation also provides support and encouragement to up- and-coming talent through a series of prizes awards and scholarships, for example, the “Dr. Hans Riegel Professional Prize”. (For more information visit: www.hans-riegelstiftung. com, e-mail: [email protected])

HARIBO – The Highest Quality!

Quality pays – Over the years HARIBO products and the company itself have been awarded more prizes and distinctions than you can count. Here are just a few from recent years:

u For many successive years, HARIBO products have received the Gold Award (Gütezeichenband) from the CMA (The Central Marketing Organization for German Agricultural Industries), a prestigious honour that is only given to products which have passed all the tests performed by the CMA, and achieve this highest score three years running. In recognition of HARIBO’s outstanding achievement in quality assurance, it was awarded a ‘15-Year CMA Gütezeichen’ a certificate for its continued successes in CMA’s independent product testing (2005).

u In 2004 the Marketing Research firm GfK (Gesellschaft für Konsumforschung) undertook an assessment of the “Best Brands” in Germany for the first time. HARIBO took first place in the ‘Most Dynamic Brand’ category

u HARIBO has received the Pegasus Award from the European Reader’s Digest, which was presented due to HARIBO achieving the title of ‘Most Trusted Confectionery Brand’ over many successive years.

u Mehrfach in Folge belegte HARIBO in einer der größten europäischen Verbraucherstudien, der „Reader’s Digest European Trusted Brands“, Platz 1 in der Kategorie Süßigkeiten als vertrauenswürdigste Süßwarenmarke.

u For an “excellent introduction into the market”, HARIBO won the “Super-Brands Award in 2007/2008”, as well as the “Sweetie Innovation Award”

u Additionally, a variety of HARIBO and MAOAM products were selected for the highly-coveted DLG Gold Medals in connection with the DLG Quality Competition. u “HIT 2009” from “Lebensmittel Praxis” 43 Advertising Campaigns, Marketing …

Prominent Gummi Bear Fans

Whether it’s Dancing Bears, Teddy Bears, or Golden Bears, millions of people have fallen head over heels for HARIBO gummi-bears over the years. Of course among these millions of fans there are some prominent names that have been tempted by the famous HARIBO bears. Take Wilhem II, for example. The Kaiser of the German Reich until 1918 loved them dearly. From his exile in Doorn he let it be known that the gummi bears from Bonn were one of the best things to come out of the Weimar Republic. The famous German author Erich Kästner also couldn’t do without nibbling Golden Bears whilst working on his beloved childrens’ fables. In addition Albert Einstein, Heinz Rühmann, and even Konrad Adenauer were all more than a little fond of them. And Germany’s ex-Foreign

Merchandise for the Golden Bears-Fan

The fact that Golden Bears have achieved a level of pop-star cult status among their followers has not been ignored by HARIBO. As a result Golden Bears-fans in Germany can choose from a wide range of accessories dedicated to their favourite sweet. Visit the HARIBO Internet store at www.haribo.com/shop to see the full range of merchandise which acknowl- edges the vast admiration the Golden Bears character has attained.

What do you want? MAOAM, no question about it!

Aside from the famous HARIBO “Golden Bears”, there is hardly any other candy that has enjoyed such degree of popularity, starting with the earliest days of the Unmistakable, from the German Federal Republic up to the present day, with all of our customers, both very first sample product and through to today. young and old, as the famous chewy candy MAOAM. And this is something that most people don’t know: The traditional brand name of MAOAM has been ca. 1950 part of the HARIBO Group ever since it was first introduced back in 1986. .

The Prelude – the Muenster Company in Duesseldorf in 1900 Everything started in Düsseldorf. In the year 1900, the entrepreneur Edmund Muenster took over control of the Düsseldorf Liquorice Plant, which had been founded just two years earlier, and he continued to manufacture primarily liquorice products there until the 1930’s. But in 1930, Muenster took advantage of the situa- tion by purchasing the rights to a fruit-flavoured chewy candy that was being produced outside of the country at the time. It didn’t take long to see that this wise decision for a chewy candy would become an important addition to the company’s product line.

TheKick-Off-ATasteSampleforEaster1931 After the application for patent protection for a chewy candy (without gum, made of sugar, syrup and other ingredients” dated 21 August 1930 was granted by the Düsseldorf District Court, Edmund Muenster went on the offen- sive right away: As early as Easter the following year, Muenster AG offer retail stores and their customers “a very special, delicious chewy candy that was enjoying strong demand in other countries”. The company displayed an unlim- ited degree of confidence in the quality of its new product when it printed the first pamphlets, writing about this “sensational new product” without much ado and self-assured confidence: “We don’t want to hold you up with colloquialisms. Find out for yourself by trying the sample we have enclosed. Then we will feel pretty sure about receiving your order.”

They didn’t have to wait very long for success Display carton from around Patent protection by Muenster AG covered the name of the product, 1950 “MAOAM”, the product itself, the packaging and the expected imitations out of licorice, cocoa, sugar and baked goods. That turned out to be a very clever move, because many assumed that this new product would be very successful and competing imitations would soon be expected to pop up. Both hunches proved to be accurate. The success of the product, as a matter of fact, was so over- whelming that people only mentioned MAOAM, even though the entire product line of Edmund Muenster AG was meant. 1968 What do you want?

The MAOAM logo – classic through the years This chewy candy, wrapped in waxed paper, offered a newly-developed logo with the text “MAOAM”, in those days in red, from the first time it was presented to the market at Easter in 1931. This lettering has been held to through the years until this very today, aside from a few colour and typographical adjustments that 1971 have been made. Today it is one of the most readily recognizable and predomi- nant classical brands in the world.

From the Economic Miracle into the 80’s Immediately following the end of World War II, Muenster AG restarted the pro- ca. 1960 duction of MAOAM. In the 1950’s, the primary color of the packaging was an intense blue, from which the naturally colorful fruit on the packaging could be clearly distinguished. Because of the images of the fruit on the packaging, the consumer could clearly see what flavors were available; lemon, strawberry, pineapple, orange and raspberry. One package with five pieces of chewy candy cost 10 German cents in the 1950’s. Advertising of that period focused on the phrase: “I prefer Muenster’s MAOAM.” To make sure that the consumer didn’t ca. 1970 confuse this product with common chewing gum, on the packaging was clearly stated: “This is not chewing gum!” During the 1960’s, the packag- ca. 1986 ing was given a lighter outfit in order to allow the product to stay abreast of modern times. The traditional package sizes included five individually wrapped candies and the famous five-bar set. These were soon joined by the large round can, making it possible to sell individual pieces at the store or the swimming pool. Then, in the 1970’s, the slogan that is still from 1995 in use today was introduced: “MAOAM – happy and fresh chewy candy!”

Displays 1986 – HARIBO buys of the 1970’s from 2002 MAOAM In 1986, HARIBO took over Edmund Muenster AG, which had just moved from Duesseldorf to a modern plant in Neuss, Germany. The event went unno- ticed by the public. With this purchase, HARIBO also took over the market rights to MAOAM. From this time onward, this popular product was also offered in a sugar-coated variety and in a wide range of 1976 flavors. Since then the design of the packaging has been modernized time and time again. Nevertheless, the design still relies on the legendary brand name, on the personification of the fruit and, since 2002, on a strong target group orientation with a small, very cheerful comic character.

47 Was wollt “What do you want?” Ihr denn? The legendary television commercials No doubt about it: The famous advertisements from the 70’s and 80’s achieved cult status. All of the motives with the obligatory – and in the meantime almost proverbial – question: “What do you want?” A chorus of young voices clearly calls back: “MA-O-AM!” Probably the most famous of all of the television commercials takes place is a football stadium. The dialog between the dis- traught referee (the most popular of all was the specific television commercial with the legendary referee Walter Eschweiler) and the fans in the stands remains unforgettable even today: “Do you want to go into overtime?” “No!” is the resounding response from the fans. “Do you want penalty shooting?” “No!” the fans respond in collective furor. “Then what do you want?” And the whole stadium shouts back: MAOAM! “MA-O-AM! MA-O-AM!” MAOAM!

Mao or MAOAM The enthusiasm with which the audience – in particular its youngest members – expresses its collective desire for MAOAM at the top of their lungs sometimes caused mild irritation: Some concerned parents, in the early 70’s, misunderstood the choruses from their young ones coming from their kindergarten to be a showing of support for and agreement with the Chinese revolutionary leader, Mao Tse-tung. It was possible to ease the fears of the parents quickly, though. Their children weren’t trying to instigate a revolution. They were only shouting out for their favourite fruity-flavoured 1984 chewy candy.

2007 – The Commercial in the Stadium is Remade The legendary MAOAM stadium commercial from the 1970’s continued to enjoy such a high degree of popularity that HARIBO decided to remake the television commercial in 2007, to the joy of many a MAOAM fan.

48 Testimonial / Prizes / MAOAM-Tops

DJ Ötzi – the new MAOAM Man Deciding to do a remake of the popular advertisement with the famous question, “What do you want?”, was an easy decision to make. Gerry Friedle, perhaps better known as DJ Ötzi has been asking this decisive question in television and radio advertisement since 2009, during one of his sold-out concerts, for example, in the Munich Olympic Stadium. And once again, the well-known and expected answer from the audience is “MA-O-AM!” DJ Ötzi, with his millions of sold CDs with hits that are great for parties, has had many hit, like “Anton from Tirol”, “Hey, Baby” and “A Star (with your name on it)” and these hits make him one of the biggest draws in the German- speaking music segment. A high level image and strong likeability are assured with an artist of his quality in the advertising ranks. The brand name MAOAM is sure to con- tinue to gain in popularity as we move ahead. Whenever the question is asked in the future, “What do you want?”, the answer will surely always be “MA-O-AM!”

MAOAM – the most popular chewy candy in all of Germany According to the Society for Consumer Research in German (GfK), MAOAM has been the most popular chewy candy brand in Germany for many years. Numerous consumer surveys (in which other brands are specifically mentioned) support this claim. This made it possible for MAOAM to enjoy an unbelievable degree of brand awareness of 89.3% in 2008. It’s not surprising at all that MAOAM was awarded the highest level of recognition for sustain- able marketing activities by “Lebensmittel Zeitung” and named the Top Brand for 2009..