Sustainability focus: Haribo refreshes travel retail-exclusive Giant Roulette Travel Edition

Haribo has revamped its Giant Roulette Travel Edition multi-flavoured pack to include a new selection of chewy fruit gums and introduce more sustainable packaging.

Exclusive to travel retail, the 225g Giant Roulette Travel Edition contains five pocket-sized Roulette rolls of Haribo’s most popular flavours: Fruity (2 x 45g), Cola (2 x 45g) and newcomer Sour (1 x 45g).

The addition of the sour flavour highlights its growing popularity, particularly among Gen Z consumers, regarded by the brand as a key target profile. The extended range is said to further enhance the Roulette pack’s appeal as a sharing option.

Refreshed packaging includes the use of recycled cardboard for the tube and a reduction of -54% in the use of plastic compared to the original version.

Haribo Head of Marketing Travel Retail Elisa Fontana said: “This new iteration of the popular Haribo Giant Roulette Travel Edition multi-flavoured pack demonstrates our commitment to meet evolving consumer demands, both in product choice and packaging standards.

“The popularity of sour flavour options continues to rise, particularly among the increasingly influential Gen Z profile, who now constitute the prime age group, driving growth in the confectionery category.”

Fontana noted m1nd-set figures indicating that Gen Z consumers account for 35% of confectionery shoppers, versus 33% for seniors and 30% for Millennials.

“While customer expectations on sustainability issues have risen across all profiles, these young Gen Z consumers are also the most vocal in demanding credible sustainability action from brands,” Fontana added. “Further research by m1nd-set also highlights that 66% of global travellers claim to be making more environmentally friendly purchases since the pandemic and 57% of them would be prepared to pay more for a product that is eco-friendlier.

“At Haribo, our CSR strategy is focused on respect for people and for planet and we are constantly seeking ways to achieve credible steps in our sustainability practises, especially in the high food safety, quality and ethical standards adopted in the selection of all raw materials and the packaging used in the production of our beloved products.

“We are delighted that this new expression of the Haribo Giant Roulette Travel Edition takes us another step forward in addressing our customers’ demands in both product choice and quality and in the rising eco-standard of our packaging.”

Haribo is taking part in the TFWA Asia Pacific Exhibition this week in Singapore (Level 2, H26). ✈