100 years of HARIBO: from a small kitchen to a global market leader

The family business can look back on a unique success story.

The family business can look back on a unique success story.
HARIBO Historie Stage Mobile (Über uns, M003, 1:1)

As a third-generation family business, we are celebrating our 100th anniversary in 2020. Have the Goldbears always come in six colours? Who invented HARIBO Liquorice Wheels? There are many interesting questions! The answers lie in our company history: have fun discovering them!

HARIBO founder, Hans Riegel


A small sweets company

Born in Friesdorf near Bonn in 1893, Hans Riegel trains to be a confectioner and becomes a partner in the Heinen & Riegel company. He establishes HARIBO (HAns RIegel BOnn) on 13 December 1920 and launches his sweets production in a small kitchen with nothing more than a sack of sugar, a marble slab, a stool, a stove, a copper pot and a rolling pin. His wife Gertrud becomes the new company’s first employee in 1921.

Fruit gummy dancing bear


The DANCING BEAR sees the light of day

Hans Riegel lays the first foundation stone for HARIBO’s success when he invents the DANCING BEAR – a fruit gummy bear that would one day become world-famous as the legendary HARIBO Goldbear. It was bigger than today’s Goldbears, and also slimmer. At that time, two DANCING BEARS in inflation-shaken Germany cost just one penny.

1920s vehicle with HARIBO branding


The first company car

An increase in demand prompts the first investment in modern transport technology: HARIBO acquires its first car, which is used to supply customers. Up until that point, Hans Riegel's wife Gertrud had delivered the daily production by bicycle.

Hans Riegel, Junior


Riegel family

Hans Riegel Junior is born. The first of three children, the family went on to welcome daughter Anita in 1924 and son Paul in 1926. Hans and Paul begin managing the HARIBO company in the mid-40s.

Liquorice snail, advertising figure


Liquorice produced for the first time

The second foundation stone in HARIBO’s success story: Hans Riegel begins producing liquorice products. Liquorice sticks with HARIBO lettering are one of the first customer favourites, soon followed by many other specialities such as the world-famous Liquorice Wheels of today. The popular DANCING BEAR welcomes a cousin: the BLACK BEAR.

HARIBO employees in the 30s


A growing company

Sales representatives now supply the whole of Germany with HARIBO products. By the year 1933, the company has grown into a solid medium-sized company with 400 employees. At the same time, the main building of the production facility in Bonn is completed. The latest stroke of genius is the simple and catchy advertising slogan: ‘Haribo macht Kinder froh’ (Haribo makes children happy). The DANCING BEAR is joined by a new relative: the TEDDY BEAR.

Hans Riegel, aged 52


Difficult times

War and a shortage of raw materials take their toll on the economy – and not even HARIBO is spared. In 1945, company founder Hans Riegel dies at the early age of 52. For a brief period following World War II, Hans’ wife Gertrud manages operations.

A new generation: Hans Riegel, Junior, and Paul Riegel


A new generation

Restoration of the company begins with just 30 employees after World War II. In 1946, brothers Hans and Paul Riegel take over company management, relieving their mother of her role. Dr Hans Riegel is in charge of the commercial side, marketing and sales, whilst his brother Paul is responsible for production. Success soon follows, with HARIBO employing around 1,000 people by 1950.

Goldbear packaging from 1960


The Goldbears are born!

HARIBO Goldbears hit the market! The huge success of the cult sweet prompts HARIBO to have an official birth certificate issued for Goldbears. In 1967, the German Patent Office officially recognises Goldbears as a registered trademark. They’re more than just gummy bears: you’ll find everything you need to know about Germany’s no. 1 product here.

1962 HARIBO TV advert for HARIBO sweets


HARIBO advertises on TV for the first time

HARIBO recognises early on just how important the new medium of TV is, with HARIBO ads shown for the first time on German TV. In the mid-60s, the advertising slogan ‘Haribo macht Kinder froh’ (Haribo makes children happy) is expanded to include the phrase ‘und Erwachsene ebenso’ (and adults too). Our YouTube channel provides insights into TV ads from more than 50 years of HARIBO advertising history.

Goldbear packaging from the 70s


The Goldbears change their shape

Customers’ aesthetic preferences changed during the 70s, and with them the shape of the Goldbears: the feet are shortened and the Goldbears are given their compact, stylised appearance, which they still have to this day.

Historic MAOAM fruit chews logo


MAOAM now belongs to HARIBO

HARIBO acquires Edmund Münster GmbH & Co. KG, which is now based in Neuss. The long-standing MAOAM brand now belongs to the HARIBO Group. Since it was introduced, the unmistakable MAOAM lettering has remained virtually unchanged and has long been one of the most well-known classics amongst prominent trademarks.

Goldbear packaging from 1989, featuring Goldbear with red bow tie


New colours for the Goldbears

Goldbears get a makeover: the colours are softened due to the fruit and plant concentrates used. The yellow Goldbear illustration with red bow tie appears on the packaging for the first time.

HARIBO Chamallows


Here come the marshmallows!

HARIBO acquires the Belgian sweets company Dulcia, which has been producing the highly popular Dulcia marshmallow products Soft-Kiss, Cocoballs and Rombiss for decades. In mid-2007, the name Dulcia is removed from the packaging and customers now find the foam products under the name HARIBO Chamallows.

Historic packshot of Goldbears


85 years of HARIBO Goldbears

For their 85th birthday, Goldbears were given a new flavour, bag design and a cheerful smile. Apple is the sixth flavour to join the ranks. For consumers, that means the Goldbears are now even fruitier!

Aeroplane with HARIBO lettering


Advertising that really takes off

Take-off for a unique, ten-year collaboration: two TUIfly Boeing 737-800s are presented as ‘flying ambassadors of the skies’ in the exclusive HARIBO Goldbear design: the GoldbAIR and, from 2010, the HaribAIR. The colourful Tropifrutti aeroplane joins the HARIBO/TUIfly air fleet in May 2015.

Paul Riegel


Paul Riegel dies at the age of 83

Co-owner Paul Riegel, who is in charge of production and technology, dies unexpectedly on 2 August 2009. As an experienced inventor, he developed many machines himself, including his most famous invention, the Liquorice Wheel winding machine. Paul Riegel was involved in numerous social projects and organisations, for which he was highly appreciated.

Dr Hans Riegel


Dr Hans Riegel dies at the age of 90

Dr Hans Riegel dies on 15 October 2013. He had managed the commercial side of HARIBO for 67 years and was the oldest active Managing Director in Germany. He not only played a key role in shaping HARIBO, but also the sweets industry in Germany and abroad. Dr Hans Riegel dedicated his life to HARIBO and the desire to make life a little sweeter for people big and small.

Aerial shot of the HARIBO site in Grafschaft


A new start in Grafschaft

In 2013, HARIBO GmbH & Co. KG shareholders vote to establish a new site in Grafschaft, a municipality in Rhineland-Palatinate. Acquired in 2014, the 27-hectare site offers ideal transport connections as well as space for a large logistics centre, one of the most cutting-edge production lines on three levels and a new, modern administration building.

New Haribo factory and distribution centre located in Castleford, West Yorkshire, UK.


HARIBO: 100 years young

The family business in its third generation will celebrate its anniversary on 13 December 2020. HARIBO products have represented delicious sweet snacks and brought about small moments of joy for 100 years. The anniversary campaign will examine HARIBO’s fascinating history, but more importantly look to the future and ‘celebrate 100 years of joy together’ with the whole of Germany.


HARIBO worldwide

HARIBO’s success has not been limited to the German market: as a global market leader in fruit gummies and liquorice, HARIBO is now available in more than 120 countries around the world. HARIBO produces its treats at 16 locations worldwide and employs more than 7,000 people. Together, the team ensures that customers can continue to enjoy their favourite products – in the same exceptional quality that they have come to know and expect from their favourite sweet brand. The product range continues to be exciting, with new sweets joining the familiar range of favourites that fans love. Further variety comes as a result of the quality brands that continue to be added to HARIBO’s worldwide portfolio. To ensure that customers can enjoy HARIBO treats in countries throughout the world, sales and production networks continue to be expanded. In order to deliver treats that are loved worldwide, recipes are specially tailored to suit the unique flavour preferences in different countries.