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MAOAM - The most popular chew in Germany

With the notable exception of the famous HARIBO products, there are few sweet treats with such a level of popularity (level of knowledge lies at around 90 percent) as the famous MAOAM chew.

The traditional brand MAOAM has been a part of the HARIBO company group since 1986, when HARIBO purchased the, now Neuss-based, Edmund Münster GmbH & Co. KG.


The history of MAOAM begins in Düsseldorf. In 1900, the entrepreneur Edmund Münster took over the "Düsseldorfer Lakritzenwerk" (Düsseldorf liquorice factory) that had been founded two years previously, and at which primarily liquorice products were made until the 1930s. In 1930, Münster purchased a license to supply a fruity chew with the invented name MAOAM abroad. The chew, which was wrapped in wax paper, proved to be a very successful addition to the product range right from the start.


Just as successful is the unique MAOAM lettering which has been maintained to this day and which has long since become one of the familiar classic prominent brand logos. The famous TV adverts of the 70s and 80s have since achieved cult status and all ended with the obligatory question: "What do you want then?“, a question that is answered in chorus by the MAOAM fans with the unmistakable "MA-O-AM" chant (the stadium advert with the legendary referee Walter Eschweiler remains unforgotten to this day).


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