Daily Insights

Haribo’s Sweet-Stakes

By: Mackenzie Baker | Feb 19, 2020

Starmix, the jelly gummies from Haribo, is celebrating twenty-five years on the market with six months of promotions. 

From February to July, consumers in the United Kingdom have the chance to win a prize every hour from specially marked candy bags. In total, there are 4,200 prizes available, including Xbox games, board games, tickets to a variety of activities, and a grand prize of a 10-night trip to Florida—all courtesy of Haribo. Promotions will be included on share packs of three Haribo candy varieties: Starmix, Fangtastics, and Supermix—with each bag including the text “win a prize every hour” on the front. The hourly sweepstakes will last until July 26th, but fans have the chance to enter the grand prize draw until October 31, 2020. 

Starmix first popped up on the scene in 1995 and remains Haribo’s best selling product in the UK, selling 87 million bags annually. With such a loyal following, it is unsurprising Haribo would tap it to steer a long-lasting promotion. Despite not strongly promoting the anniversary sweepstakes on its social media pages, Haribo is making noise about it on its website—a technique proven successful for many snack food brands in the UK, according to a Gartner report on the topic. 

Haribo is rewarding loyal fans with a steady stream of sweet prizes for the next few months in a move that could help the company remain one of the best-selling confectionary brands in the UK.