Gummy candy brand Haribo is introducing a new line-up of seasonal products aimed at capturing consumer attention during the Easter holiday.

With 92% of Americans who celebrate Easter including candy in their festivities, according to the National Confectioners Association, the company aims to provide innovative alternatives for traditional Easter treats, especially in light of soaring egg prices.

Haribo's Easter collection features several new products designed to appeal to both children and adults. Key additions include:

Goldbears Easter Egg: Each egg contains six treat-sized bags of classic Goldbears in five fruity flavours – strawberry, orange, lemon, pineapple and raspberry – positioned as a family-friendly option for Easter baskets.

Spring Mix: This assortment includes a variety of gummies such as Happy Chicks, Happy Hoppers, classic Goldbears and Goldbears Wild Berry, making it suitable for egg hunts and festive gatherings.

Easter Sour Grass: Targeting consumers who prefer tangy flavours, this product offers a sour twist on traditional Easter candy.

The candy industry is experiencing shifts as consumers become more selective about their holiday purchases. The rising price of eggs, which have increased significantly in recent months, has prompted families to seek alternative ways to celebrate Easter without compromising on tradition.

Haribo's latest products offer a colourful and flavourful alternative to traditional egg-based treats.

According to industry analysts, the Easter candy market is projected to grow, driven by the demand for innovative and diverse product offerings.

Haribo's strategic introduction of new items positions the brand to capitalise on this trend, appealing to both nostalgic consumers and younger generations looking for exciting seasonal treats.