# Mix-and-Match Candy Partnerships IT’SUGAR and Haribo Entered into an Exclusive Partnership By Michael Hemsworth | Published 2024-10-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/itsugar-and-haribo References: [snackandbakery](https://www.snackandbakery.com/articles/112323-itsugar-haribo-announce-exclusive-partnership) & [itsugar](https://itsugar.com)  [IT’SUGAR](https://www.trendhunter.com/trends/itsugar-retro-sours) and [Haribo](https://www.trendhunter.com/trends/haribo-partnerships) have announced an exclusive partnership that will see consumers able to mix and match their favorite flavors of the latter brand's signature gummies for the first time ever. The partnership will see shoppers able to shop single flavor including pineapple, cherry, raspberry and strawberry in a range of signature shapes like Goldbears, Twin Snakes, Happy Cola and more. This will enable consumers to enjoy a customized mix of their favorite Haribo candies, while the retailer will also provide visitors with exclusive opportunities to visit and snap photos with the Haribo mascot. Assistant Vice President of Creative & Licensing at [IT'SUGAR](https://www.trendhunter.com/trends/itsugar-chewsyourmix) Justin Clinger commented on the IT’SUGAR and Haribo partnership saying, "We’re thrilled to collaborate with Haribo to introduce this one-of-a-kind “store within a store. As a beloved brand worldwide, HARIBO’s iconic gummies are a special treat, and we’re excited to offer a playful way for our customers to enjoy them just in time for the holiday season." Image Credit: IT'SUGAR ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 63% | Activity: 82% | Freshness: 30% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Customized Candy Experiences:** This partnership exemplifies how personalization is becoming a key driver in consumer engagement, allowing candy enthusiasts to create bespoke candy collections. - **In-store Event Marketing:** Retailers are increasingly incorporating exclusive in-store experiences, such as photo opportunities with brand mascots, to draw foot traffic and enhance brand loyalty. - **Collaborative Retail Spaces:** The 'store within a store' concept showcases how strategic alliances can expand product offerings and capture consumer interest through innovative store layouts. ### Industries Being Reshaped - **Confectionery Industry:** The collaboration between IT'SUGAR and Haribo highlights new avenues for product differentiation and consumer engagement within the candy market. - **Retail Industry:** Innovative retail formats like 'store within a store' show how physical retailers are adapting to modern consumer desires for unique and memorable shopping experiences. - **Event Marketing:** Exclusive in-store events and interactive experiences are proving effective in enhancing consumer interaction and promoting brand loyalty in the retail sector. ## Related on Trend Hunter - [Festive Candy Retail Partnerships](https://www.trendhunter.com/trends/haribo-partnerships.md) - [Gummy Candy Collaboration Toys](https://www.trendhunter.com/trends/lol-surprise-loves-mini-sweets-x-haribo-products.md) - [Sour Seasonal Gummy Candies](https://www.trendhunter.com/trends/sweet-sour-reindeer-gummy-mix.md) - [Fruit-Forward Shareable Gummies](https://www.trendhunter.com/trends/haribo.md) - [Snacking-Friendly Springtime Candies](https://www.trendhunter.com/trends/haribo-spring-mix.md) - [Customized Candy Mix Experiences](https://www.trendhunter.com/trends/itsugar-chewsyourmix.md) - [Collaborative Candy Apparel](https://www.trendhunter.com/trends/jcpenney-x-haribo-collection.md) - [Magical Gummy Candy Ranges](https://www.trendhunter.com/trends/haribo-harry-potter-edition-gummies.md) - [Festive Gummy Candy Ranges](https://www.trendhunter.com/trends/haribo-holiday-collection.md)