In order to meet the ever
increasing demand for gums and jellies HARIBO is continually
focused on improving its manufacturing & packaging technology.
Located
in Pontefract (West Yorkshire), HARIBO has invested
in a new automated warehouse enabling enough factory
space to be freed up in order to increase production
by around 10%.
Additionally, in 2003/04 HARIBO Dunhills (Pontefract) Plc invested £8.5m in
a re-development project and expanded its Pontefract factory.
HARIBO currently sells
100 lines compared with only 30 in 1973. In recent years
it has focused a lot of attention on building the brand
by undertaking a massive marketing campaign involving sampling
and advertising activities as well as TV adverts on Channel
4 & 5, GMTV, Cartoon Network, Nickelodeon, Sky One & Trouble.
HARIBO's innovative spirit helped the company to gain the
position of brand leader in the "Other Gums and Jellies"
sector in 1998. HARIBO has now become the No. 1 Gums & Jellies
brand within the total confectionery market by offering
a huge variety of different flavoured, coloured and shaped
gums and jellies, which are continually up-dated with the
introduction of new sweets.
