Family favourite HARIBO Starmix, the category’s top-seller, just got even better with the addition of fruit juice, bringing a new fruitier and tastier mix to Britain’s favourite sweet1.
The updated mix, which retains the five iconic pieces; the egg, heart, cola bottle, bear and ring, was developed to meet with the expectations of HARIBO consumers who love fruity and juicy confectionery.
In listening to feedback from customers and staying aware of consumer trends, HARIBO has seized the opportunity to make their best even better by enhancing the flavours and colours that everyone loves in Starmix!
As sales of HARIBO Starmix are consistently higher than the closest competitor bag, retaining the taste and quality was essential to supporting future sales of this much-loved product, which is integral to the category.
Claire James, Trade Marketing Manager, HARIBO UK, comments: “Starmix has a huge following and there is a real love for the iconic shapes found in each bag. We’ve had the original recipe in place for some time, and as tastes evolve we know that it is our responsibility to ensure that we continue to deliver the best tasting, quality sweet confectionery to the category.”
Reinforcing the need for change, consumer testing has confirmed that there would be considerable increase in shoppers intent to purchase, meaning these subtle updates could lead to further sweet success for the brand.
The new fruitier Starmix enhances the overall taste of the product and now includes an apple flavoured green bear, a blackcurrant flavoured purple bear, and an apple and lemon flavoured ring.
HARIBO Starmix, with its fruitier mix, is available in a variety of formats. It is rolling into Wholesalers from February.