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Climate changes have caused bad harvests not only for Bulgarian agriculture but also for the world. This has led to an increase in the prices of many products, including coffee and cocoa. The rise in raw material has led to a higher market value of a favorite product of millions – chocolate.
However, as the sentiment says – the curse for one is a blessing for another. According to Euromonitor, sales of sugar products have increased by 74% since 2020.
On the one hand, this allows companies in the sector to expand their range. For example, Hershey started producing bracels and fruits in chocolate, and Ferrara – solid and powder candy.
This strategy allows manufacturers to reach more users with different flavors, thus compensating for the possible decline in sales of chocolate products.
On the other hand, significantly higher consumption leads to greater competition in the sector. However, one of the most famous manufacturers of jelly candy relies on the success of the long-standing recipe and does not intend to change its strategy.
The reason is actually simple – the same production saves technical difficulties and reduces the cost of raw materials. Instead of diversifying the type of product, Haribo produces different variations of flavors and shapes of its jelly candy – traditional bears, sour strips, cables, marshmallow and more.
Building a local strategy
Behind the success of the German company is its attitude towards the tastes of the local population. For example, the Wisconsin factory produces more red jelly bears because of studies showing that Americans prefer their raspberry taste, writes Money. The type of candy in Star Mix is also different in the US and Europe.
“We ask about the texture and taste, as well as how they will use the product. We do the same tests for the packaging because it also plays an important role,” explained to The Wall Street Journal Rick Laberg – the executive vice president of the other side of the ocean in Denmark and even sails with lacquers and lacquer. In Belgium, the dessert with marshmallow is covered with chocolate after a marketing study showed interest from local users.
The plant in Turkey, on the other hand, uses only halal certified products. This shows respect from the company not only for the taste of customers, but also for their religion and traditions.
The construction of factories in ten European countries, the US and even Brazil helps the company not only respond to local preferences, but also makes their distribution easier. Thus, before the opening of the plant in 2023, the transport of Haribo products to America took months for America.
The most famous manufacturer of jelly candy builds his strategy for knowing the taste of the user and meeting his preferences. The results of this local strategy are visible – Haribo has produced over 800 different products worldwide, and in the last year has marked 2.6 million new households to its customer base alone in America.
