HARIBO, the UK’s number one sweets brand[1], is launching new HARIBO Rhubarb & Custard rolls in the convenience and impulse sector with the introduction of 140g sharing bags, available in a Price-Marked Pack (PMP).
Inspired by retro sweet shop favourites, new HARIBO Rhubarb & Custard rolls deliver the perfect combination of tangy rhubarb and creamy custard in a soft, chewy roll, a flavour profile that has already established itself as a top-seller for the brand in bulk and drum formats for Pick N Mix, appealing to consumers’ love of nostalgic flavours.
The introduction of this standalone classic follows the incredible success of HARIBO Nostalgix, the biggest launch in sugared confectionery in 2025[2], with HARIBO Rhubarb & Custard rolls building on the original Nostalgix mix, of Cola Cubes, Pear Drops, and Pineapple Cubes.
The launch is specifically tailored to the Convenience and Impulse sector, where share bags are the dominant format.
Duncan Tyrrell, Head of Category at HARIBO UK, says: “Innovation is a key driver of growth in sugared confectionery, with shopper expectations in the sweets category evolving fast. We are incredibly excited to bring this launch to Symbols and Independents, tapping into the ‘new-stalgia’ trend, where shoppers want the joy and familiarity of the sweets they grew up with, but reimagined to deliver something new and interesting.
“By taking this Pick N Mix-favourite to market as a standalone share pack in a PMP format, we are helping retailers build shopper excitement, drive footfall and encourage impulse buys. In a challenging environment for retailers where the market can be volatile, bagged sweets stand out for their consistent appeal”.
Sweets are the No.1 Impulse Category and the 2nd biggest footfall driver into stores[3]. Valued at £274.6m, share bags are in both volume and value growth and the largest format in the sector, with share bags the Second biggest selling format across the whole of confectionery[4].
[1] Circana EPOS data 52 we 27th December 2025 – S&I
[2] Circana EPOS data 52 we 27th December 2025 – S&I
[3] Lumina Intelligence Retailer Attitudes & Behaviours study July 2024
[4] Circana EPOS data 52 we 27th December 2025 – S&I
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