Haribo adds a new textural twist to the confectionery aisle with Balla Bites

Nov - Food Bev - Website Banner - TIJ vs TTO 300x250.gif

Access more as a FoodBev subscriber

Sign up to FoodBev and unlock more insights from the international food and beverage industry. Subscribers have access to webinars, newsletters, publications and more...

Subscribe now >

Haribo is expanding its US confectionery portfolio with the launch of Balla Bites and Balla Bites Sour, two new bite-sized gummy products designed to bring texture, flavour and a more 'playful' eating experience to the candy aisle.

The new products pair a chewy outer layer with a soft centre, creating a two-texture format in each piece. The range also delivers multiple fruit flavours per bite, with combinations featuring orange, blackberry, lemon, strawberry, apple and wild berry.

Available in both sweet and sour varieties, Balla Bites are made without artificial colours and tap into continued consumer interest in snacks that offer novelty, bold flavour and a more interactive eating experience.

Sophia Lewis, senior brand manager at Haribo of America, said: “We know consumers are looking for candy experiences that surprise and delight them, and Balla Bites does exactly that. With two different textures and three flavours in every tiny bite, Balla Bites and Balla Bites Sour deliver a new sensory experience with every pop. They're unlike anything else in the candy aisle.”

The small, poppable format is positioned for a range of snacking occasions, from movie nights and road trips to sharing and on-the-go consumption. For Haribo, the launch also represents another move to differentiate within the competitive gummy category through product innovation centred on sensory appeal.

The new range builds on a portfolio that includes established products such as Goldbears, Twin Snakes and Peaches, as well as the more recently introduced Sour Sodas. Balla Bites continues the brand's focus on developing new formats while retaining the playful identity that has helped drive Haribo's growth.

Innovation is also extending beyond product development. Haribo recently opened its first US retail stores in Woodbury, New York and Wrentham, Massachusetts, further expanding the brand's physical presence and direct connection with consumers.

Balla Bites and Balla Bites Sour are now available in a variety of pack sizes at select retailers across the US, with distribution expected to expand to additional retailers through early 2027.