Regional Texture-Driven Candy Products

The Haribo Starmix is an instantly recognizable product from the candy brand for consumers around the globe, but the brand has taken steps to give it an update and keep it relevant for shoppers in the US market. The product now features a variety of additional gummy candies including its Fried Egg and Heart, which are both crafted with a squishy, foamy texture. This comes in response to consumer demand for a Starmix that more closely resembles what consumers in other markets have been enjoying for many years.

Brand Manager Sophia Lewis spoke on the Haribo Starmix saying, "We’re constantly listening to our fans so we can deliver on what they want most, so we’re thrilled to reveal this highly anticipated update to a classic Haribo treat. We did extensive consumer research and concept testing, and the new items truly stood out, giving consumers unique textures, flavors and shapes all in one bag. By bringing the double-layered Fried Egg and Heart to the U.S., our onsumers will now have even more reasons to share Haribo Starmix and that feeling of childlike happiness with family and friends.”