Haribo adds Fizz to Singapore show presence with two new TREX launches
The German confectionery house responds to a strong passion among younger consumers for vegetarian and vegan options, as well as a demand for innovative experiences in both taste and texture.
German confectionery house is presenting two newly launched travel retail-exclusive (TREX) packs at TFWA Asia Pacific in Singapore (11-15 May) in coming days.
The TREX packs particularly target Gen Z consumers.
Through its consumer behaviour analysis Haribo has found that Asia Pacific markets show strong engagement levels with niche snacking products.
This dynamic includes a strong passion among younger consumers for vegetarian and vegan options, plus a demand for innovative experiences in taste and texture.
Haribo has responded by combining consumers’ taste, colour and texture preferences with the added element, where possible, of vegetarian or vegan options, such as the latest launch in the region, Miami Fizz.
Haribo Miami Fizz (425g), a global TREX, is the first vegan item in the Haribo assortment. The company said it provides a colourful explosion of taste that blends tropical flavours with apple, lemon, and strawberry in a sour taste adventure that is vegan-friendly.
The region’s consumers are solidly onboard with the global surge in interest in sour flavours, which is strongest among Gen Z buyers, Haribo pointed out.
The second regional launch is Haribo Berry Clouds, featuring a colourful, triple-layer foam gummi with a soft, cloud-like texture that brings a new textural experience to the brand.
Haribo said it has developed a sustained pipeline of new product innovations, particularly in response to the soaring popularity of sour flavours.
Haribo Director Marketing Travel Retail Elisa Fontana commented, “Our two latest launches reflect our pipeline of new product innovations that focuses on the popularity of sour flavours but also reflects the broader consumer desire for bold sensory experiences and the appeal of nostalgic, adventurous flavours.
“These launches offer starkly different experiences in both flavour and textures, highlighting the need for the category to present exciting new launches that meet a wide range of consumer preferences.
“From the vibrant sourness of Miami Fizz to the sweetly soft fruitiness of Berry Clouds, we give consumers the range of choice they need and we support our retail partners with a product portfolio that ignites the category.
“These consumers want to discover exciting new flavours and textures but they also like to have the reassurance of seeing a known, highly trusted brand on the packaging. The Haribo name gives travelling consumers the confidence to be more adventurous and explore our new launches, increasing their engagement with the category.
“Both Miami Fizz and the Berry Clouds are presented as special-edition packs exclusive to global travel retail from April and, thanks to powerful support from the region’s leading retailers and distributors, we are already seeing incredibly positive first reactions from the region’s travellers.”
Fontana said the launches are underpinned by proven drivers of conversion and spend. She added, “We continue to strengthen this core foundation, including additional support for our strongest-selling lines in travel retail, such as Giant Roulette, through new merchandising tools such as the Giant Roulette Checkout Dispenser and a range of eye-catching instore display materials.
“We will also display the new free-standing display unit with customisation opportunities, supporting the creation of an exciting sense of place in the category space.
“We are actively seeking a wider audience across the Asia Pacific and have a number of further distribution agreements underway that will support the expansion of our reach across the region.
“Across the region, we are seeing good progress, with the business growing steadily and we are gaining share of space and market little by little, including a notable presence across the region’s major gateway airports.
“Miami Fizz has just entered the Asia market through a test presence at Singapore Changi and Berry Clouds is already listed or close to launch across the region, including Bangkok, Hong Kong, Singapore, Jeju, Langkawi, Taipei, Kuala Lumpur, as well as the Philippines and a number of Australian airports. We also have good progress in entering India, including listings at Delhi and Bangalore, with more to follow soon.
“Although airports currently remain our main contributor across Asia Pacific we are also seeing promising development from downtown shops, and interesting signs of growth potential in border shop business that we hope to develop in the near future .
“India is increasingly celebrated as an opportunity that can help develop the momentum of the travel retail industry, especially as the China market continues its downturn, and Haribo is focused on introducing a wider range of vegan and vegetarian options in our approach to that vital, growing market.
“With the region’s surging young population, particularly in India, our key focus is on reaching this huge new audience with the products that met their needs most notably Gen Z as they travel the region and the world.” 
