Haribo mulls ‘Royal Jelly Babies’

Haribo could be poised to launch a range of limited edition Royal Jelly babies to mark the birth of the Duke and Duchess of Cambridge’s first child in July.

JellyBabies-Product-2013
Haribo could mark the birth of the Duke and Duchess of Cambridge’s first child with a range of ‘Royal Jelly Babies’.

The German confectionery business has trademarked the names ‘Haribo Royal Babies’ and ‘Haribo Royal Jelly Babies’ as possible titles for the latest addition to its range.

It marks the latest attempt by the business to align itself to British institutions. Last May, it launched sweets with Union Jack packaging to support the the Queen’s Diamond Jubilee and other key British events over the summer. An advertising push supported the range allowing consumers to build a digital image of the Queen.

The raft of national events last year saw a flurry of brands launch limited edition variants to drive impulse sales among patriotic shoppers. Heinz launched limited edition vintage labels for its Heinz Beanz brand using designs from 1952 – the year of the Queen’s coronation – while United Biscuits unveiled a ‘Proud to be British’ positioning for its McVitie’s Digestives brand.

Requests to Haribo for comment were unreturned by the time this article was published.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here