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.