BRAVE COMMERCE Podcast Summary
Episode: Rick LaBerge on Building HARIBO’s U.S. Growth with Joy and Discipline
Release Date: July 1, 2025

Introduction

In this episode of Brave Commerce, host Rachel Tippograf, Founder & CEO of MikMak, alongside Sarah Hofstadter, President of Profitero, delve into the intricacies of Haribo’s remarkable growth in the United States. They are joined by Rick LaBerge, Chief Commercial Officer of Haribo Americas, who shares his insights on steering the iconic confectionery brand towards sustained success in the competitive U.S. market.

Background of Haribo and the Confectionery Industry

The conversation begins with an exploration of the confectionery industry's prevalence of family-owned businesses. Rachel highlights the historical roots of giants like Mars and Hershey, emphasizing how family values have played a pivotal role in their longevity and success.

Rachel Tippograf [03:00]: "Majority of those companies are family owned and operated businesses and some of them are multi-billion dollar family-run businesses."

Rick echoes this sentiment, pointing out the delicate balance these companies maintain between preserving family values and driving innovation to stay relevant.

Rick LaBerge [05:00]: "There's a tension point of how do you keep that family-like value...with the tension of real day realities and innovation pipelines."

HARIBO’s Strategy for U.S. Growth

Rick LaBerge outlines Haribo’s multifaceted strategy that has elevated its household penetration from 10% to an impressive 28% over the past decade, outpacing category growth. Key elements of this strategy include:

1. Consumer-Centric Product Development

   • Introduction of new flavors and textures tailored to American tastes.
   • Combining marshmallow with gummies to create a softer mouthfeel.

   Rick LaBerge [09:24]: "We introduced new flavors, new textures... combined marshmallow and gummy together to give a really fruit-forward, softer mouthfeel."

2. Aggressive Marketing and Advertising

   • Launching TV campaigns like the "Kids Voices" campaign, which juxtaposes adult and childlike expressions to evoke a sense of nostalgia and happiness.

   Rick LaBerge [10:30]: "We've started TV advertising... it's around the DNA of childlike happiness."

3. Seasonal and Ritual Integration

   • Aligning product offerings with major candy holidays such as Halloween and Valentine’s Day.
   • Ensuring Haribo products are integral to these celebrations, enhancing brand visibility and emotional connection.

   Rick LaBerge [10:55]: "We have offerings available for the big candy holidays, and now we're part of Valentine's traditions."

4. Retail Partnership and Distribution Enhancement

   • Expanding presence beyond the candy aisle to checkout zones to capture impulse buys.
   • Collaborating closely with retailers to understand shopping behaviors and optimize product placement.

   Rick LaBerge [10:40]: "We're available in the checkout zone which is very important for impulse."

Innovation and Product Diversification

Rick emphasizes the importance of innovation in maintaining HARIBO’s competitive edge. By introducing unique products like Twin Snakes and specialized lines such as a kosher range, HARIBO caters to diverse consumer preferences and dietary needs.

Rick LaBerge [17:32]: "Our second bestseller is Twin Snakes... it's got one half sweet, one half sour. Very playful."

The launch of a North American factory in Wisconsin during the COVID-19 pandemic exemplifies HARIBO’s commitment to local production, ensuring fresher products and aligning with American flavor profiles.

Rick LaBerge [14:10]: "During the beginning of COVID we built our first ever North American factory in Wisconsin... people love fresher product."

Omnichannel Strategy: Bridging In-Store and Digital Experiences

The discussion transitions to HARIBO’s omnichannel approach, blending in-store experiences with robust digital strategies to enhance consumer engagement and drive sales. Key points include:

1. E-Commerce Integration

   • Developing an online presence that mirrors the tactile and visual appeal of physical stores.
   • Partnering with e-commerce platforms to create unique graphics and videos that showcase product variety.

   Rick LaBerge [20:30]: "We've partnered with our E-commerce partners so that we can do unique graphics, unique videos."

2. Consumer Feedback and Digital Shelf Optimization

   • Leveraging online reviews and feedback to refine product offerings and marketing tactics.
   • Utilizing digital platforms to build consumer trust and increase lifetime value.

   Rick LaBerge [20:48]: "The digital shelf can do which is give you that feedback."

3. Variety and Availability

   • Offering a wide range of product sizes and varieties online to cater to different consumer needs, from single servings to family packs.

   Rick LaBerge [21:10]: "You can offer small sizes for trying, and larger sizes for sharing with family members."

Building Strong Retail Partnerships

Rachel and Sarah inquire about HARIBO’s approach to fostering robust relationships with retail partners. Rick outlines the importance of understanding retailer needs and collaboratively developing joint business plans that drive mutual growth.

1. Customized Retail Experiences

   • Creating tailored in-store experiences, such as celebrating retailer mascots’ birthdays or recreating the German candy aisle to immerse decision-makers in HARIBO’s brand essence.

   Rick LaBerge [23:00]: "We recreated The German candy aisle... to talk about the infamous kid in a candy shop."

2. Long-Term Strategic Planning

   • Emphasizing the need for multi-year plans that incorporate both agile pivots and foundational growth strategies focusing on consumer happiness and brand values.

   Rick LaBerge [24:30]: "How do you put that together in a multiple-year plan?"

Personal Insights and Company Values

Rick shares personal reflections on the importance of family and nurturing growth, both in his personal life and within HARIBO. He attributes the company’s success to its foundational values of quality, childlike happiness, independence, focus, and trust.

Rick LaBerge [26:04]: "Caring for another individual and shaping them into amazing young women... has helped me think about how we grow with our associates."

The alignment of personal and professional values underscores HARIBO’s commitment to long-term decision-making and maintaining its independence as a family-run business.

Closing Thoughts

As the episode concludes, Rick LaBerge emphasizes the joy and discipline that drive HARIBO’s continued success in the U.S. market. His passion for the brand and its values shines through, illustrating how HARIBO remains a beloved icon by consistently placing consumer happiness at the forefront of its strategies.

Rick LaBerge [28:03]: "We're hitting the mark with childlike happiness."

Rachel and Sarah express their appreciation for Rick’s insights and reaffirm their excitement for HARIBO’s future endeavors in the American market.

Conclusion

This episode of Brave Commerce offers a comprehensive look into HARIBO’s strategic initiatives that have propelled the brand to new heights in the U.S. market. Through a blend of innovation, consumer-centric approaches, and steadfast adherence to family values, HARIBO exemplifies how traditional confectionery companies can thrive amidst modern challenges.

Notable Quotes:

• Rachel Tippograf [03:00]: "Majority of those companies are family owned and operated businesses and some of them are multi-billion dollar family-run businesses."

• Rick LaBerge [05:00]: "There's a tension point of how do you keep that family-like value...with the tension of real day realities and innovation pipelines."

• Rick LaBerge [09:24]: "We introduced new flavors, new textures... combined marshmallow and gummy together to give a really fruit-forward, softer mouthfeel."

• Rick LaBerge [17:32]: "Our second bestseller is Twin Snakes... it's got one half sweet, one half sour. Very playful."

• Rick LaBerge [20:48]: "The digital shelf can do which is give you that feedback."

• Rick LaBerge [26:04]: "Caring for another individual and shaping them into amazing young women... has helped me think about how we grow with our associates."

This summary encapsulates the key discussions and insights shared by Rick LaBerge on Brave Commerce, providing valuable takeaways for professionals interested in eCommerce strategies, brand growth, and the confectionery industry.