Haribo

COMPANY

Haribo is a German confectionery company founded by Hans Riegel Bonn in 1920, Kessenich, Bonn. 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 100 countries around the world.

MISSION

From Year 2000 create gummies category and ensure that Haribo is No1 in it. During 2020 - ensure Fruit gummies Haribo price raise and sales growth during Covid-19 situation when gummies Baltic market had difficulties to have stable sales.

SUCCESS STORY

Vilandra started working with Haribo from 2000 and took Haribo from another distributor and was responsible for Lithuania market. There was no gummies category in confectionary category and Haribo had very low distribution level and almost 0 sales. With Vilandra team focus on distribution Haribo achieved their goals, created the gummies category and became it’s leader, growing more than 4,6 times during last 10 years. During 2020 Vilandra needed to raise Haribo prices. Perfect relationships, good negotiation skills lead raise prices during the quarantine situation, special merchandising activities, deeper distribution and team focus to grow faster than gummies market, at the end of 2020 Vilandra was entrusted with Latvia distributor rights. New era of next 20 Years success started! Interesting fact: the first Haribo Brand Manager still works in the Company and is leader of Vilandra marketing department.