HARIBO expands range with launch of new Balla Bites Z!NG & Goldbears Sour in convenience

HARIBO, the UK’s number one sweets brand^[1], is expanding its popular Balla Bites range with the launch of new HARIBO Balla Bites Z!NG, rolling out in a 140g sharing bag, available in a £1.25 Price-Marked Pack (PMP).

Delivering an exciting texture and flavour profile, HARIBO Balla Bites Z!NG are fizzy, fruit-flavoured gums with a soft fondant centre. Each bag is packed with zingy flavours including strawberry, cherry, apple, and lemon and is also fully vegan.

Alongside this launch, HARIBO is bringing a twist to an iconic sweet with the introduction of HARIBO Goldbears Sour, also available now in a 140g £1.25 PMP. Featuring the original, much-loved Goldbears texture inside but with a tangy sour coating, they are available in six fruity flavours, pineapple, apple, strawberry, raspberry, orange, and lemon.

The “tang” and “zing” segment has become a major growth area within the Symbols & Independents (S&I) market, driving significant category excitement. Beyond its core lines, HARIBO is capturing this audience through targeted innovations across its Zing range, which recently saw 41.5% value growth^[2].

Duncan Tyrrell, Head of Category at HARIBO UK, says: “Innovation is a key driver of growth in treats and sweets, with shopper expectations in the category evolving fast. Bolder, non-traditional flavours are bringing entirely new shoppers to the fixture while exciting our existing consumers. For C&I retailers, this represents a genuine opportunity to attract trend-led shoppers. We are incredibly excited to bring HARIBO Balla Bites Z!NG and Goldbears Sour to consumers, tapping into the demand for new flavours and textures.

“Delivering these distinct taste profiles in a £1.25 PMP format is a proven way to capture immediate attention on shelf. It gives retailers the perfect tool to drive high-margin impulse purchases by giving shoppers exactly what they want, exciting variety and guaranteed value.”

The launch follows a wave of momentum with recent hits like the HARIBO Rhubarb & Custard rolls, and Nostalgix, which became a major standout launch in the category last year^[3]. Sweets remain the number one  Impulse Category and the second biggest footfall driver into stores^[4]. Valued at £274.6m, share bags are in both volume and value growth and represent the largest format in the sector, as well as the second biggest selling format across the entirety of confectionery^[5].