Haribo hires Colle McVoy for U.S. retail marketing
Haribo hopes to become the go-to gummy brand in American stores.
Lynk
Haribo began as a family-run business in Bonn, Germany in 1920. The company only sells gummy candies, which are available in 20 different varieties across 120 countries.
Colle McVoy's work for Haribo is expected to debut in early 2024. The appointment comes as Haribo seeks to expand in the U.S. market. In December 2020, the company broke ground on its first American factory in Pleasant Prairie, Wisconsin, with production of its signature Goldbears set to begin this year.
The agency's task is to help the German manufacturer bolster retail recognition. Overall U.S. gummy and jelly candy sales rose 13.7% to $4.83 billion in the 52 weeks ended May 15, 2022, according to IRI data cited by Candy Industry. Confectionary giants Mars Wrigley and Ferrara comprise nearly half of the market, followed by Mondelēz. Haribo is fourth, with a 9% market share.
