Haribo представила эксклюзивную линейку My Citytrip с фигурками европейских достопримечательностей

Haribo launches My Citytrip travel retail exclusive By Naomi Chadderton | Haribo has launched My Citytrip, a new travel retail-exclusive confectionery line celebrating some of Europe’s best-known landmarks, as the centrepiece of the largest global activation in the brand’s travel retail history. The new product leads the European element of Haribo’s ‘Embark on a Sweet Escape!’ summer 2026 campaign, which is rolling out across approximately 40 airports and more than 150 stores in the region. Presented in a premium resealable 700g stand-up pouch, My Citytrip contains 10 jelly shapes representing European tourist attractions: the Acropolis in Greece, Eiffel Tower in France, Big Ben in the UK, Sagrada Familia in Spain, a Dutch windmill, Brandenburg Gate in Germany, Colosseum in Italy, Fisherman’s Bastion in Hungary, Belém Tower in Portugal and Oslo’s Parliament building in Norway. The gummies are available across six colour and flavour combinations – lemon, strawberry, orange, blueberry, raspberry and apple – creating up to 60 possible shape and flavour combinations within the range. The resealable format has been designed for sharing and snacking while helping to keep the product fresh. Haribo has also incorporated a digital element into the product to extend engagement beyond the purchase. An on-pack QR code gives travellers access to a My Citytrip game featuring quiz questions about the 10 European landmarks represented by the sweets, combining entertainment with information about their history and culture. My Citytrip is the flagship European product within the wider ‘Embark on a Sweet Escape!’ campaign, which uses different hero products tailored to individual regions. Haribo said the programme has been designed to capitalise on increased leisure travel during the summer season while strengthening the brand’s engagement with passengers throughout their journeys. The full launch follows a soft launch of My Citytrip in 2025, during which Haribo tested and refined its sales and marketing strategy ahead of the wider 2026 rollout. Elisa Fontana, Director of Marketing at Haribo, said: “MY CITYTRIP was specifically developed as an innovative and exclusive product to target the travel retail audience in Haribo’s key ‘home’ territory of Europe. It offers an innovative, travel retail exclusive that celebrates Europe’s iconic cities and tourist attractions and aims to create deeper, more sustained engagement with the traveller – embedding the product more deeply into the passenger journey and beyond. “The powerful heritage, trust and appeal of the Haribo brand provides a solid platform from which to launch engaging, exciting and relevant new products to the travel retail audience, particularly in targeting the surge in summer leisure traffic. Consumers are not naïve enough to think that ‘new’ is enough to inspire a purchase; they want to discover new products that not only resonate with their taste needs and preferences but also surprise them with innovations in both product and presentation.” Fontana added that the scale of the campaign reflects the importance Haribo is placing on the new travel retail-exclusive line. “MY CITYTRIP is central in our ‘Embark on a Sweet Escape!’ campaign, which is the largest in the brand’s travel retail history, and the new product’s importance is highlighted by the fact that we developed a soft launch in 2025 to experiment and refine our sales and marketing strategies to optimise its full launch this year,” she said. According to Haribo, early sales have been encouraging, with My Citytrip already becoming one of the top five Haribo SKUs for some retail partners. The 700g sharing pouch has performed particularly strongly and has reached the top three Haribo SKUs for at least one retailer. The company has also reported positive early consumer feedback for the QR-enabled My Citytrip quiz, which is being given prominent visibility as part of the accompanying in-store activations. READ MORE: Haribo expands Travel Parade with gifting-exclusive pack READ MORE: Haribo launches Dubai Duty Free exclusive Friends & Party pack edition READ MORE: Haribo bringing new flavours, strategies, and category growth to Cannes - Channel News,PMI reports double-digit adjusted EPS growth in Q2 - Channel News,TUMI targets younger travellers with new AXIS collection In the Magazine TRBusiness Magazine is free to access. Read the latest issue now.