Haribo

Haribo is a privately owned German confectionery company whose name is formed from the first two letters of Hans Riegel and the first two letters of Bonn, the city where the business was founded. Hans Riegel Sr. registered the company on 13 December 1920 and began production in the Kessenich district of Bonn with very limited equipment and capital. His wife, Gertrud Riegel, became the first employee in 1921. The company initially developed a broad confectionery range, but its international identity became closely associated with gelatin-based fruit gums and liquorice products. In 1922, Hans Riegel created the precursor to the modern Goldbear, then known as the Tanzbär, or dancing bear. The early product was larger and softer than the present-day gummy bear and used gum arabic rather than the gelatin formulation commonly associated with later versions. Haribo began making liquorice products in 1925 and built a German sales organization and larger production infrastructure during the following decade. The business experienced severe raw-material shortages during the Second World War. After Hans Riegel Sr. died in 1945, Gertrud Riegel initially continued the company, and their sons Hans Riegel Jr. and Paul Riegel assumed management after returning from captivity in 1946. The brothers divided responsibilities. Hans Riegel Jr. was the public representative and led marketing and sales, while Paul Riegel concentrated on research, product development and production. Their leadership supported decades of domestic consolidation and international expansion. Haribo acquired or developed operations in the Netherlands, France, the United Kingdom and other European markets, adding local confectionery businesses and brands. Important additions included the British liquorice manufacturer Dunhill's in 1972 and the Maoam business in 1986. Haribo also expanded its portfolio through products such as Starmix, Tangfastics, Supermix, Pontefract Cakes and Chamallows. Goldbears became Haribo's defining global product. The company adapted packaging, formats, flavours and formulations to different markets while preserving the bear shape and the product's association with playful enjoyment. In Germany, Goldbears have traditionally been promoted with the slogan “Haribo macht Kinder froh,” commonly translated as “Haribo makes children happy.” Local advertising, packaging and product variants have helped the brand compete in markets where rival gummy brands include Trolli and Black Forest. Haribo's ownership and management structure remained closely connected to the founding family. A succession dispute emerged after Hans Riegel Jr. and his nephew Hans-Jürgen Riegel fell out over future leadership. Following Paul Riegel's death in 2009, the family reorganized its holdings and created a structure in which the Paul Riegel Family Holding and Hans Riegel Holding each held half of the new Haribo-Holding. The company subsequently continued under family ownership with professional managers and family representatives involved in oversight. The corporate headquarters moved from Bonn to Grafschaft in 2018, although Bonn remained a production location. Haribo has continued to invest in international manufacturing and distribution. It entered the United States on a larger scale during the late twentieth century, opened a United States headquarters in the Chicago area in 2015, and began producing Goldbears at its first American factory in Wisconsin in 2023. The company also opened a production facility in Brazil in 2016, although its later plans included ending manufacturing operations there. Haribo remains an active, privately held international confectionery group with a portfolio spanning fruit gums, chewy sweets, liquorice and marshmallow-style products.

Haribo was entered in the Bonn commercial register on 13 December 1920 by Johannes, or Hans, Riegel. The early business operated from a house in Kessenich and, according to company accounts, began with a sack of sugar, a copper pot, a marble slab, a stool, a stone stove and a roller. Gertrud Riegel joined as the first employee in 1921. The name Haribo is an abbreviation of Hans Riegel, Bonn. The company's first major product innovation arrived in 1922, when Hans Riegel developed the Tanzbär, a bear-shaped fruit gum that preceded the Goldbear. Haribo added liquorice products in 1925 and expanded its distribution and production capabilities in the early 1930s. Wartime production was heavily affected by shortages of raw materials. After the founder's death in March 1945, Gertrud Riegel maintained the business until her sons Hans Riegel Jr. and Paul Riegel returned in 1946 and took over its management. The brothers established a durable division of labor. Hans Riegel Jr. became the company's public face and focused on marketing and sales, whereas Paul Riegel led research, development and technical matters. Haribo acquired Kleutgen & Meier in 1957, entered the Dutch market through Bonera in 1961, acquired an interest in the French confectionery company Lorette in 1967 and took over Dr. Hillers of Solingen in stages between 1968 and 1979. Its French business later combined with Ricqles Zan, creating Haribo Ricqles-Zan. International growth accelerated from the 1960s onward. Haribo entered the United Kingdom by acquiring Dunhill's in 1972 and expanded in the United States from imports in the 1970s to a formal national business in the 1980s. The 1986 acquisition of Maoam broadened the portfolio beyond traditional fruit gums. Haribo subsequently developed a multinational manufacturing network and adapted product formats for local retail channels. The Goldbear became the company's signature product. Haribo has periodically introduced new flavours, colours and event-themed editions, including German national-colour mixes and football-related variants. It has also sold market-specific products, including halal-certified Goldbears made with beef gelatin in countries where that formulation is required. Some formulations and variants have been discontinued or changed over time. Family succession became a major governance issue in the 2000s. Hans Riegel Jr. identified his nephew Hans-Jürgen Riegel as a possible successor in 2003, but the relationship later broke down. Paul Riegel died unexpectedly in 2009, and disagreements among the family branches led to legal and organizational discussions. A 2010 settlement established Haribo-Holding GmbH & Co. KG, with the Paul Riegel Family Holding and Hans Riegel Holding each owning half. The structure separated German and international business activities into intermediate holding companies. Hans Riegel Jr. died in 2013 after surgery for a brain tumor. The company continued under the restructured family ownership model. Its headquarters moved from Bonn to Grafschaft in 2018 because the Bonn site had limited room for expansion, although Bonn remained an operating location. Haribo later strengthened its American manufacturing presence, opening a Wisconsin factory that began producing Goldbears in 2023. The company has also maintained production and distribution operations across Europe and has pursued expansion in markets including China and Brazil.

• 2023

  United States factory begins production

  [1]Hariboen.wikipedia.org

  Haribo starts making Goldbears at its first United States manufacturing plant in Wisconsin.

• 2018

  Headquarters move to Grafschaft

  [1]Hariboen.wikipedia.org

  The corporate headquarters moves from Bonn to Grafschaft, while Bonn continues to host production.

• 2010

  Family holding structure is reorganized

  [1]Hariboen.wikipedia.org

  Haribo-Holding GmbH & Co. KG is re-established with equal participation by the Paul Riegel Family Holding and Hans Riegel Holding.

• 1986

  Maoam is acquired

  [1]Hariboen.wikipedia.org

  Haribo acquires the production and rights to Maoam and adds a major chewy-sweets brand to its portfolio.

• 1972

  Entry into the United Kingdom

  [1]Hariboen.wikipedia.org

  Haribo enters the British sweets market by acquiring Dunhill's, a historic liquorice manufacturer associated with Pontefract Cakes.

• 1961

  Dutch operations are established

  [1]Hariboen.wikipedia.org

  Haribo acquires Bonera Industrie en Handelsmaatschappij NV in Breda and continues it as Haribo Nederland BV.

• 1957

  Kleutgen & Meier is acquired

  [1]Hariboen.wikipedia.org

  Haribo takes over the Godesberg confectionery company Kleutgen & Meier.

• 1925

  Liquorice production begins

  [1]Hariboen.wikipedia.org

  Haribo expands beyond fruit gums and begins making liquorice products.

• 1922

  Precursor to the Goldbear is introduced

  [1]Hariboen.wikipedia.org

  Hans Riegel develops the Tanzbär, an early bear-shaped fruit gum and predecessor of the modern Goldbear.

• 1920

  Haribo is founded in Bonn

  [1]Hariboen.wikipedia.org

  Johannes Hans Riegel registers the confectionery business in Bonn on 13 December, establishing the company whose name derives from Hans Riegel, Bonn.

Mass-market confectionery centered on playful formats, recognizable shapes, accessible pricing and family-oriented brand communication.

• Fruit gummies · 1922

  Goldbears

  Goldbears are small bear-shaped fruit gums and Haribo's best-known product. The range has used multiple flavours and colour systems over time, with market-specific formulations and packaging. The product evolved from the 1922 Tanzbär and was named Goldbears in 1960 to distinguish it from competing gummy bears. Special editions have included national-colour and sports-event mixes, while halal versions using beef gelatin are sold in some markets.

• Gummy candy

  Happy Cola

  Happy Cola is a cola-themed gummy product shaped and flavoured to evoke soft drinks. It is one of Haribo's internationally recognized products and complements the fruit-gum portfolio with a beverage-inspired format.

• Assorted gummies

  Starmix

  Starmix is an assortment combining several familiar Haribo shapes and textures. It is particularly important in the United Kingdom, where it functions as a mainstream sharing-bag product and demonstrates Haribo's strategy of combining recognizable formats in a single package.

• Chewy sweets · 1986

  Maoam

  Maoam is a chewy-sweets brand acquired by Haribo in 1986. Its products extend the company's offer beyond gelatin gummies and are distributed in several European markets, including the United Kingdom.

• Liquorice

  Pontefract Cakes

  Pontefract Cakes are traditional liquorice sweets associated with Pontefract in West Yorkshire. Haribo manufactures them in the United Kingdom following its acquisition of Dunhill's in 1972, preserving a historic local confectionery line within its wider portfolio.

• Marshmallow confectionery · 1986

  Chamallows

  Chamallows are Haribo's marshmallow-style confectionery products. The range was acquired under the former Dulcia name in 1986 and became part of Haribo's broader European portfolio.

• 2012

  German price-fixing and retailer-information case

  The Federal Cartel Office fined Haribo and a sales employee after finding anti-competitive exchanges involving negotiations with retailers and other confectionery manufacturers.

  Source

• 2000

  Allegations concerning forced labor during the Second World War

  Haribo was accused of having employed forced laborers during the Second World War. The company denied the allegation and did not participate in Germany's forced-labor compensation fund.

  Source

Read more

• 2014Goldbären Fan-Edition

  Germany · Selected international markets

  For the 2014 FIFA World Cup, Haribo introduced a fan-themed Goldbear assortment with several fruit flavours and a blue blueberry bear.

  Outcome. Extended the Goldbear platform through event-linked seasonal merchandising.

  Source
• 2008Schwarz-Rot-Goldbären

  Germany

  For UEFA Euro 2008, Haribo released a Goldbear mix in black, red and yellow, echoing the colours of the German flag and using blackcurrant, raspberry and lemon flavour associations.

  Outcome. Created a limited sports-event and national-theme product edition.

  Source
• 1920Haribo macht Kinder froh

  Germany · International markets with localized adaptations

  Haribo's long-running brand platform uses the idea that its sweets make children happy. The German slogan became a central part of the company's advertising identity and was adapted into local-language versions in other markets.

  Outcome. Established a durable, family-oriented advertising identity.

  Source

• 2023

  Begin domestic Goldbear production in the United StatesProduct launch

  Background

  Haribo had served the United States through imports and local distribution for decades and announced plans to establish a domestic manufacturing base.

  Action taken

  The Wisconsin factory began producing Goldbears.

  Aftermath

  The company gained a local production platform for the North American market.

  Source

• 2018

  Relocate the corporate headquartersStrategy

  Background

  The Bonn site had limited room for further expansion, prompting a long-running search for an alternative headquarters location.

  Action taken

  Haribo moved its headquarters to Grafschaft while retaining production activity in Bonn.

  Aftermath

  Corporate administration was consolidated in Grafschaft and Bonn remained part of the manufacturing network.

  Source

• 2010

  Resolve family ownership and succession tensionsStrategy

  Background

  The deaths and succession disagreements involving the Riegel family created uncertainty over governance and control.

  Action taken

  The family established a reorganized Haribo-Holding structure with equal participation by the Paul Riegel and Hans Riegel family holdings.

  Aftermath

  The new structure separated German and international activities and provided a framework for continued family ownership.

  Source

• 1986

  Acquire Maoam and expand beyond gummiesM&A

  Background

  Haribo sought to broaden its confectionery portfolio and strengthen its presence in chewy sweets.

  Action taken

  The company acquired the production and rights to Maoam.

  Aftermath

  Maoam became an important complementary brand, particularly in European markets.

  Source

• 2023

  Haribo begins Goldbear production in the United States[1]Hariboen.wikipedia.org

  Product launch

  The company began production at its first United States factory in Wisconsin, producing Goldbears for the North American market.

• 2018

  Haribo relocates headquarters from Bonn to Grafschaft[1]Hariboen.wikipedia.org

  Other

  Haribo moved its corporate headquarters to Grafschaft in Rhineland-Palatinate while retaining production activity in Bonn.

• 2017

  HARIBO opens its first North American manufacturing plant[4]HARIBO opens its first North American manufacturing plantharibo.com

  Other

  HARIBO opened a manufacturing facility in Pleasant Prairie, Wisconsin, strengthening its North American production and distribution capabilities. The site supports the company’s broader expansion in the United States and Canada, including production of gummy products associated with the HARIBO portfolio.

• 2017

  Haribo announces major North American manufacturing investment in Wisconsin[5]Haribo announces major North American manufacturing investment in Wisconsinharibo.com

  Other

  Haribo announced plans for its first North American manufacturing facility in Wisconsin, a strategic move intended to expand production capacity and support the company's United States and Canadian businesses.

1. 1Hariboen.wikipedia.org
2. 2Haribo official websiteharibo.com
3. 3Haribo faces scrutiny over labor conditions linked to its supply chainbbc.com
4. 4HARIBO opens its first North American manufacturing plantharibo.com
5. 5Haribo announces major North American manufacturing investment in Wisconsinharibo.com
6. 6First Haribo store in Kent openskentonline.co.uk
7. 7Haribo announces job losses in UK as production of Maom sweets moves to Germanyconfectionerynews.com
8. 8Haribo plans job cuts at Pontefract sitebbc.co.uk