Mariann
HNC Business – ITAS

Contents

Introduction
This report has been requested by Anniesland College, and has been put together by Mariann. It will examine the history and progress of HARIBO throughout the years. It will contain brief descriptions of when HARIBO was founded and by whom, the famous slogan, the products that HARIBO produce and how the products are produced, and the successes of the years.
The History of HARIBO
The founding of HARIBO
Hans Riegel was born on 3 April 1893 in Friesdorf near Bonn, the son of Peter and Agnes Riegel. After technical school he sought work as a confectioner and spent five years at the firm Kleutgen & Meier. Further stages in his career include jobs at production plants in Neuss and Osnabrück. Then after World War I, Heinen, a company based in Bonn-Kessenich, was looking for a confectioner, and Riegel was taken on as a partner, after which the company became known as Heinen & Riegel. In 1920, Riegel became the sole owner of the firm. He acquired a house on Bergstrasse in Kessenich, a suburb of Bonn where he set up his first production plant. The starting capital consisted of a sack of sugar, a marble slab, a stool, a walled-up stove, a copper kettle and a roller. Here, in a small kitchen sink, the legacy of an internationally successful enterprise was born. On 13 December 1920, Riegel registered the name HARIBO, an abbreviation of HAns RIegel BOnn, in the Bonn Commercial Registry. In 1921, he married Gertrud, who was to become the first employee of the young company.

In 1922, Hans Riegel laid the cornerstone of HARIBO’s forthcoming success by creating the Dancing Bear – a little bear made out of fruit gum, which would later become as world famous as the HARIBO Golden Bears. Rising demand called for an investment in modern transportation technology and in 1923 HARIBO acquired its first automobile, complete with business placard, for making deliveries to customers. Up until this time, his wife and colleague, Gertrud, had delivered each day’s batch of sweets by bicycle. In the same year, their son, Hans, was born, followed in 1924 by their daughter, Anita, and then in 1926 by their second son, Paul. Only three years after the creation of the Dancing Bear, Riegel laid the second cornerstone for HARIBO’s later successes: He began to produce liquorice products. Early best-sellers were the famed liquorice sticks bearing the HARIBO logo. Many other liquorice delicacies soon followed, including the liquorice wheel, which was later to become internationally famous. By 1930, HARIBO employed 160 workers and a strong team of sales representatives was in place covering all of Germany to ensure HARIBO products were available everywhere. A further stroke of genius in the mid-thirties gave the firm the simple, congenial, and catchy logan “HARIBO makes children happy,” which in German, “HARIBO macht Kinder froh,” has an easy nursery rhyme jingle to it.

Steadily rising sales figures naturally required an expansion of production capabilities and between 1930 and 1933 the main building of today’s plant in Bonn was constructed. In the run-up to World War II, the company had become a solid, mid-sized firm with around 400 employees. The years 1939 to 1945 found Germany with the unfortunate task of making tanks over gummy bears and HARIBO experienced setbacks, mainly due to the shortage of raw materials. When firm founder Hans Riegel passed away in 1945 at the age of fifty-two, Gertrud kept the company going through the immediate aftermath of the war.

The Second Generation
The rebuilding of the company began immediately after the end of World War II. In 1945, HARIBO was down to only about thirty employees, but the production facilities in Bonn had at least made it through the war undamaged. The biggest problem in the first few years after the war was the scarcity of raw materials. When Hans and Paul Riegel were released from POW camps, they took over running the company from their mother, dividing the work in a way that remains in place to this day: Dr. Hans Riegel became responsible for the distribution side, including sales and marketing, whilst his brother, Paul, was responsible for production up to his sudden and unexpected death in August, 2009. As an experienced tinkerer, he designed machines himself and even built the prototypes in workshop at the plant. One of his most spectacular inventions was a machine for making the liquorice wheels. The results soon showed the wisdom of their approach: The flourishing enterprise expanded and – only five years after the war – came to employ almost 1,000 workers. Of primary importance for the continued success and growth of this family company was the uniformly high quality standards of the products, the constant development of new and timely product ideas, and, last but not least, the marketing strategy developed by Dr. Hans Riegel for the entire product range. In the mid-sixties, the slogan “HARIBO makes children happy” was expanded to include the phrase “– and adults, too”. This newly evolved slogan worked extremely well, marking the ever-widening fan-base for HARIBO products. (The English version, which works in the rhyming of the original, was translated as “Kids and grownups love it so, the happy world of HARIBO”). HARIBO recognized very early on how important the new medium of television would be for the further development of the company and, in 1962, the first HARIBO commercials were broadcast on German television. HARIBO ads were broadcast on German television. In order to create a continual and familiar presence in Germany, in 1991 HARIBO also established what is now the longest-lasting advertising partnership with a spokesperson, by bringing in the famous entertainer, Thomas Gottschalk. He has been actively involved in advertising for the “Golden Bear” and many other HARIBO products ever since 1991. By 1998 HARIBO had begun to use even newer media, embracing the new on-line community and setting up its own website.
Haribo’s famous products In the mid-sixties, the slogan “HARIBO makes children happy” was expanded to include the phrase “– and adults, too”. This newly evolved slogan worked extremely well, marking the ever-widening fan-base for HARIBO products. (The English version, which works in the rhyming of the original, was translated as “Kids and grownups love it so, the happy world of HARIBO”). HARIBO recognized very early on how important the new medium of television would be for the further development of the company and, in 1962, the first HARIBO commercials were broadcast on German television. HARIBO ads were broadcast on German television. In order to create a continual and familiar presence in Germany, in 1991 HARIBO also established what is now the longest-lasting advertising partnership with a spokesperson, by bringing in the famous entertainer, Thomas Gottschalk. He has been actively involved in advertising for the “Golden Bear” and many other HARIBO products ever since 1991.
The Success of the Golden Bear
HARIBO’s world famous Golden Bears remain the undisputed fruit gum stars, synonymous with all fruit gum confectionery. It can truly be said that Golden Bears have achieved a cult status, spanning across all generations.

The Dancing Bear — Inspiration for the Golden Bears Hans Riegel, the founder of HARIBO, created the first bear mold, the source of today’s Golden Bears, back in 1922. His inspiration for these “Dancing Bears” were the trained bears that showed up as regular entertainment features at nineteenth century fairs and festivals. Travelling performers presented these chained bears for the crowd’s amusement. People enjoyed their little tricks and lumbering dances, however for the bears, this sort of activity was obviously of dubious pleasure. The Dancing Bear made from fruit gum was larger but also thinner than today’s Golden Bears. It quickly took its place next to the Sweet Devils as one of the classics of the HARIBO product line. Two Dancing Bears cost only a pfennig in inflation-sheltered Germany.

In 1925, Hans Riegel also started producing liquorice sweets – and the Dancing Bear acquired a cousin, the so-called Black Bear. The Teddy Bear – A Second-Generation Bear In the 30’s, another relative showed up: the “Teddy Bear”. He was smaller and rounder and was a snack version of the popular stuffed toy. Teddy bears were named after the twenty-sixth president of the United States, Theodore Roosevelt (1901–1909), who was quite the hunter and had a preference for bears. On official occasions he was therefore often given stuffed versions of this animal, and so they soon became known as “Teddy” bears, using the shortened form of his first name.

* 1960 – The Golden Bears are born.
1960 The Golden Bears, the offspring of the legendary Dancing Bear, first appears on the market. This marks the birth of the cult confectionery character.

* 1961 – The Golden Bears come in a bag.
In the land of the economic miracle the market is prospering. In the 60’s the trend of breaking with the past continues higher growth, and innovative spirit. Naturally the HARIBO creative team works on new ideas. Up until this point HARIBO sweets have only been available in decorative tins or sold loose in paper boxes. Now cellophane bags are appearing on the shelves as a modern packaging option.

* 1967 – The Golden Bears get their birth certificate.
The roaring success of the new product leads HARIBO to obtain an official “birth certificate” for their Golden Bears. In this year the German Patent Office records “Gold-Bären” as a registered trademark.

* 1968 – The Golden Bears change packaging.
At the end of the 60’s, the Golden Bears packaging gets a face-lift and updates to a modern cellophane bag bearing the HARIBO logo.

* 1978 – The Golden Bears change shape.
In the seventies the aesthetics of everyday life changes for HARIBO customers and so the Golden Bears shape adapts to the times too. Their original, relatively round shape with splayed feet changes to the more compact and stylized shape we know today. The bag also takes on a new look: the teddy bear design now appears in Technicolor.

* 1989 – The Golden Bears change colour.
Now the Golden Bear’s colours go natural and are somewhat paler since they are obtained from fruit and plant concentrates, However this doesn’t damage their popularity one bit. The yellow Golden Bears with the red bow-tie appears on the packaging for the first time at this stage.

* 2003 – The “Golden Bears” are chosen as the most trustworthy confectionery brand in Germany Thanks to the “Golden Bears”, HARIBO has been repeatedly chosen since 2003 the most trustworthy confectionery brand in the biggest annual European consumer poll by Reader’s Digest.

* 2007 –The “Golden Bears” celebrate their 85th birthday! To celebrate their 85th birthday, the “Golden Bears” were given a new recipe, a new design – and a uniform, happy smile. “Apple” was introduced as the 6th taste. The celebration was communicated throughout Germany in a nationwide promotional campaign. The motto: “Now the Golden Bears are even fruitier!”

The Success of HARIBO Liquorice

Condiment and Sweet Medicine
HARIBO liquorice products are among the most popular sweets around, whether they are wheels, candy sticks, sugar-coated or salted. Liquorice products all stem from the liquorice root of the butterfly flower family. The sap tapped from these roots is much sweeter than sugar. The liquorice products we enjoy today as sweet, spicy, or salty tasting treats were mainly herbal remedies a thousand years ago. Liquorice sap contains glycyrrhizin acid, which calms the stomach lining and the bronchial tubes, and so it was used for colds and stomach complaints. Recent studies at New York University have even shown that liquorice sugar can render the herpes virus harmless.

A Short History of the Magical Root
The history of liquorice goes back thousands of years. Liquorice was mentioned early on in traditional Chinese herb books. It is also listed on Egyptian papyri, and was even found in the tomb of Tutankhamun (1347–1339 BC). It was treasured for its healing properties in the Land between the Two Rivers as well; stone tablets from the seventh century BC describe its use in the treatment of the King of Assyria. Theophrast (369–285 BC), a student of Aristotle and the founder of botany, wrote in his Historia plantarum that ‘the Scythian root (liquorice) is capable of quenching thirst when one holds it in one’s mouth’. Therefore it is said that the Scythians can last, with just this and horse-milk cheese, for 11 or 12 days without a drink.” The armies of Alexander the Great (356–323 BC), also a student of Aristotle, were able to make it through long battles without water when they had liquorice root, instead. The Roman legionnaires received liquorice root as part of their daily rations and many Greek and Roman doctors prized liquorice root as a remedy for coughs, colds, and catarrh. In the Middle Ages the liquorice root was considered to be a miracle worker and was ascribed magical powers.
Contributing to its mysterious reputation was its dark brownish black colour. However, because its effects could not be explained ‘rationally’, they were attributed to witchcraft and devilry. Its use nevertheless increased at a steady rate. During the Renaissance, liquorice remained popular as a ‘sweet medicine’ and during the reign of Elizabeth I (1533–1603) it was cultivated in England. Mention of liquorice is also found in early scientific literature. A botanical encyclopaedia from the seventeenth century describes the plant, its cultivation, and the uses of the liquid which could be obtained from its root.

How It All Began...
In 1760 an enterprising apothecary named George Dunhill from the English town of Pontefract started making liquorice products that were not only for medicinal purposes. Dunhill hit upon the idea of adding sugar and other ingredients to the diluted root extract; thus creating the Pontefract Cakes that are still popular liquorice treats today. This creation marked the birth of the whole range of liquorice products that we know and love. Liquorice sweets have been produced at HARIBO since 1925. The first foray into liquorice confectionery was the popular liquorice stick which had the HARIBO logo impressed in its surface. There soon followed the world famous liquorice wheel and many, many more liquorice treats. Since 1972, Dunhills Limited with its Pontefract Cakes has been part of the HARIBO family of companies.

The Raw Material
Without the liquorice root there would be no liquorice. This blue-blooming perennial reaches a height of roughly two meters. It grows mainly in the Mediterranean and the Middle East. It’s wide-branching, finger-thick roots, which can reach a length of up to eight meters, can be harvested in late spring.

Grated, Boiled, and Poured into Shape
After the roots are dug up, they are washed, pared, dried and then grated, and for good measure boiled in water. The result is a dark viscous mass that forms into a block when cooled. This commercial standard, rock-hard 5 kg raw block of liquorice will finally go to HARIBO production for further processing.

In HARIBO´s Kitchen
These liquorice blocks are then cut down into workable sizes and the pieces placed in hot water. The percentage of glycrrhizinic acid in these pieces is still too high – around 17% – which is why the raw liquorice must be diluted further. In order to obtain the typical liquorice taste in sweets, the amount of liquorice should be closer to 3 percent. Depending on the product, further ingredients such as sugar, glucose syrup, wheat flour, modified starch or gelatine, cooking salt, and various natural flavours are now added to the raw liquorice. The consistency and malleability of the liquorice are controlled through the percentage of starch and binders added. The result of all these different mixtures of ingredients is the wide variety of tasty HARIBO liquorice confectionery.

Jellies - a late variation of sweet confectionary

When it comes to the invention of confectionary, people have always been full of bright ideas. But the road to the invention of the first jellies was a long one, one on which people sweetened their days with a multitude of other sweet things. The ancient Greeks and Romans valued, in particular, baked goods sweetened with date juice or honey or laced with grape juice. In the Middle Ages, aromatic spiced breads and gingerbreads of all kinds were valued. Finally, in the 16th century, seafarers brought the cocoa bean from Central America to Europe and this was soon developed into a refined ingredient for the manufacture of sweet things.
Cane sugar - a luxury product
The appearance of sugar in the list of European ingredients was of course the decisive milestone in the history of sweet things. The cane sugar imported at the turn of the first millennium from the Arabic countries via Venice to Europe was, however, initially an expensive luxury good. Only the nobility and the rich were able to use it as a sweetener or as medicine.
Beet sugar brings luxury and democracy
It was much later that the wider population gained access to this luxury, sugar. At the beginning of the 19th century the recently developed beet sugar production process began to take off. As of the middle of the 19th century, (beet) sugar increasingly became an affordable daily foodstuff.
Gummi arabicum – the key jelly ingredient
In the 19th century, smart confectioners discovered that it was possible to mix sugar with Gummi arabicum, the resin of a particular acacia tree. The raw resin was boiled up with sugar and fruit and other flavourings to create the first soft jellies - the predecessors of the famous HARIBO jellies.
Gelatine and starch – the alternatives to Gummi arabicum
These ingredients have long since changed and for many years, jelly products like the famous GOLDBEARS from HARIBO have contained gelatine rather than Gummi arabicum. This ingredient achieves a softer consistency and a more enjoyable chewing experience and flavour. Some jelly products are also made with starch.
HARIBO jellies – the ingredients
HARIBO makes high demands with regard to the quality of basic ingredients used in their products. Only absolutely perfect raw materials are used in HARIBO products. Jelly products are made from a mixture of glucose syrup (makes them transparent), sugar and dextrose (for sweetness) and gelatine (for the "chew"). Added to this mixture are fruit and plant extracts, flavours, starches and a little citric acid.
Gelatine – the alternative to Gummi arabicum
Since the eighties, HARIBO have generally been using gelatine in place of the Gummi arabicum which had been used most frequently as a basic ingredient until this time. Gelatine contains neither fats nor carbohydrates.
Starch
Some jelly products are also made with starch (e.g. Funny Mix or Jelly Beans) which means that these products can be enjoyed by vegetarians.
Colours
Since the end of the eighties, HARIBO products have obtained their colourful appearance as a result of the use of fruit and plant extract concentrates. Mixtures containing fruit preparations such as blackcurrants, oranges, lemons, elderberries, red currants, aronia, grape, spinach, nettle, passion fruit, mango, carrots, kiwi and apple produce the necessary colours.
HARIBO Double deposited
HARIBO double deposited products are made up of a foam and jelly combination, like the famous fried eggs from Starmix.

http://www2.haribo.com/fileadmin/upload/Germany/Zahlen_Fakten/HARIBO_info_en.pdf
http://www2.haribo.com/enGB/products/haribo/range/82/product/1534/title/starmix.html