During the years of the German ‘Economic Miracle’, things were looking up for HARIBO too. The initial difficulties had been overcome and the company was flourishing. Whereas previously HARIBO sweets had been sold in decorative tins or loose in cardboard boxes, now cellophane bags were appearing on the shelves.

And it is now that we find the first HARIBO product in this new packaging that had not previously existed in this form. The successor to the legendary Dancing Bear, the HARIBO Goldbear, was a fruit-gum product that in the next few decades was to cause a sensation in the business and among consumers...

		Once HARIBO realized how successful the new product was, the company hurried to ensure that the Goldbear also received an official birth certificate. After several years of waiting, the bear was officially recognized as a registered trade mark in 1967.

		An economic recession, student revolt and the Vietnam War were the influential events of the age: protests were taking place everywhere and antiquated customs were being done away with. The Goldbear changed his packaging and logo as well, becoming more modern and adapting to the times. His delicious fruit-gum taste remained incomparable, however, and popular with everyone, whether they were protesting or not...