The Goldbear goes on his way, unimpressed: “the genuine” Goldbears, as they are advertised on the bag, have long enjoyed permanent greatness among consumers. Their shape has changed: the pronounced turned-out position of the feet has been reversed and instead the Goldbear has taken on the compact, stylized appearance that we know today. The brand image has also become more clearly defined: the design of the bag now includes a coloured illustration of a teddy bear that stands out clearly.

		The Goldbear has changed: His colours are somewhat paler, since his appearance is now determined by extracts from natural fruits and plants. However, this hasn’t damaged his popularity. On the contrary, the Goldbear has become a “cult object”. The yellow Goldbear now appears on the packaging wearing a red bow tie, thus taking a further step towards becoming an unmistakable brand.

		The HARIBO Goldbear has become the most popular fruit-gum product among young and old, little and large alike. In order to demonstrate his uniqueness, the packaging bears the inscription “The genuine Goldbears”. The packaging design has once more been changed slightly: among other things, the illustration of the Goldbear has acquired greater plasticity. However, nothing about the delicious, sweet taste of the Goldbears has changed, since this is the real reason why they are so popular.