HARIBO Rhubarb & Custard Rolls Have a Tangy, Creamy Profile
Michael Hemsworth — April 10, 2026 — Lifestyle
HARIBO Rhubarb & Custard rolls are a new addition to the brand's convenience and impulse sector lineup to help capture the attention of curious foodies in the UK. The candy draws inspiration from retro sweet shop candy experiences and boasts the signature creamy flavor of custard with a tangy touch of rhubarb. The candy has a rolled composition that sees the custard and rhubarb flavors either on the inside or outside to give the product a visually varied appearance to capture the attention of kids and adult alike.
HARIBO Rhubarb & Custard rolls are arriving in 140-gram sharing bags and price-marked packs (PMPs), and tap into the burgeoning newstalgia theme as consumers crave ways to indulge in treats with a yesteryear inspiration.
HARIBO Rhubarb & Custard rolls are arriving in 140-gram sharing bags and price-marked packs (PMPs), and tap into the burgeoning newstalgia theme as consumers crave ways to indulge in treats with a yesteryear inspiration.
Trend Themes
1. Newstalgia Revival - A resurgence of retro-inspired products combining nostalgia with modern ingredients creates openings for formats that evoke childhood memories while appealing to adult taste preferences.
2. Contrasting Flavor Pairings - Mixing tangy and creamy profiles in a single SKU highlights consumer appetite for bold, unexpected taste contrasts that redefine traditional candy flavor categories.
3. Visual-textural Product Differentiation - Varied exterior and interior compositions producing distinct looks and mouthfeels increase shelf standout and invite sampling across age demographics.
Industry Implications
1. Confectionery Innovation - Smaller-batch and limited-edition runs of nostalgic flavors provide room for experimental formats and premium positioning within the candy market.
2. Impulse Convenience Retail - Price-marked and shareable pack formats drive point-of-sale purchase behavior and create potential for assortment strategies targeting spontaneous buyers.
3. Packaging and Design - Designs that emphasize visual variety and retro cues enable packaging to function as a marketing asset that communicates novelty on crowded shelves.
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