The one just like the Red, the other only the Yellow and the next Green. No, it's not about politics, it's about gummy bears and Haribo. The company this year will be 100 years old. "100 years of fun" is the Marketing slogan of the Bonn-based company – to laugh a lot, the company had the last few years, however. to take care of

Instead of the planning of the celebrations, must be the Haribo with a Spanish Start-Up in court. The company Ositos currently distributes with the success of gummy bears, which contain alcohol. Since the Spanish bears are the German gold bear confusingly similar to, fear the industry giant to the reputation of his bears. The pending dispute is symptomatic of the German traditional company that had to deal with in the last few years appear to be more with such in addition to locations, instead of focusing on their own brand. And just in this Moment of weakness, the German competitor Katjes provides a full-on attack. About the experts

Colin Fernando trust the expert for analysis and optimization of brand portfolio - in particular for sports brands, is Brand responsible.

Katjes is a quintuple of the counter-proposal of Haribo

The Haribo competitor from the Westphalian Hanseatic city of Emmerich am Rhein is currently growing faster than the market, since 2006, sales of around 500 million euros! The market leader Haribo from Bonn with a turnover of three billion euros, although still not equal to greater than reported but in 2018, but a sales decline of about 10 percent and a 25 percent lower demand for its gold bears. In 2019, you could come back with a Plus of 3 percent in the track for success – what works in comparison to the growth plans of Katjes, however, is rather stuffy. Every five years, revenues are expected to double in the Haribo-Challenger. If you look at the consequence of strategic clarity and continuity of Katjes, seems not unrealistic.

By Heidi Klum on the growth rate

at the Latest, as from the year 2003 when Heidi Klum was stuck in the Katjes advertising the Yoghurt Gums between the toe nails and the toe nails painted, swung Katjes to a serious Challenger of the traditional company. In 2004, the son of the Katjes founder Bastian Fassin joined as a managing partner in the company and leads the company since then, together with the already in 1996, installed managing Director, Tobias Bach müller. Also a clear counter-proposal to Haribo in the case of the managing Director, Hans Guido Riegel, one of the descendants of the founder, Hans Riegel, is known to undertake high-level managers and to dismiss them after a short period of time.

During the Duo Bach müller/Fassin Katjes with strategic skill to the trend-setting brand in the confectionery business pimpte and 2019 won the German Marketing prize, fought Haribo the end of 2018 with the introduction of a new ERP system. Supermarkets filed a lawsuit in the conversion of the time lack of supplies.

Haribo stands for the old world – Katjes for the New

back in 2010, was Katjes is the brand consistently on Veggie products without animal gelatin, and since then has been the darling of the ever-growing vegetarian Community. One of the company's principles of Katjes is to be different: climate-neutral production as a destination, a sub-brand with vegan chocolate, whose advertising has brought to the Lobby of the dairy farmers on the palm – it's moving what.

While Katjes is symbolic for a company in the modern era, is Haribo, rather, the representatives of the past. This is less the fact that the brand is still with Thomas Gottschalk, as to unnecessarily acting court processes, strategic zig-zag courses and the direction of the brand. In recent months, the company was set due to the increased focus on sugar-reduced products on the wrong horse. They wanted to be clear that this is a sugar product and continue to animal gelatin to be set. The global Community of fans will welcome that. However, whether or not such a positioning can be successful long term remains to be seen.