HARIBO is set to bring a taste of nostalgia to the UK with the launch of Nostalgix, a new range of jelly sweets inspired by traditional hard-boiled favourites. The collection, which will be available from January 2025, reimagines iconic sweets such as Rhubarb & Custard, Pear Drop, Pineapple Cube, and Cola Cube in a soft and chewy format.
The move taps into the growing consumer appetite for nostalgic flavours, offering a modern twist on classic confectionery. With a softer texture, HARIBO promises that Nostalgix delivers the same familiar tastes but with an even more enjoyable eating experience.
A Softer Take on Old Favourites
Each sweet in the Nostalgix range replicates the shape and flavour of its original counterpart but replaces the traditional hard-boiled texture with a softer jelly consistency. According to HARIBO, this adjustment enhances the flavour and makes the sweets easier to share with family and friends.
Phil Murphy, Head of Marketing for HARIBO UK and Ireland, highlighted the inspiration behind the new range. “HARIBO has been making iconic and much-loved sweets in the UK for over 50 years, and we are excited to introduce this latest addition to our range,” he said.
“The trend for nostalgia continues to grow, with consumers drawn to sweets and flavours from their childhood. With HARIBO Nostalgix, we are bringing back those familiar tastes in a way that makes them even better than people remember.”
Meeting Demand for Nostalgic Treats
The confectionery market has seen a resurgence in demand for retro-inspired treats, as consumers seek comfort in familiar flavours. By reimagining classic sweets in a new texture, HARIBO aims to appeal to both long-time fans of traditional favourites and a new generation of sweet lovers.
The launch is expected to be well received by shoppers looking for a mix of nostalgia and innovation in their confectionery choices. The combination of familiar flavours and a softer texture is designed to provide an enjoyable experience for all ages.
Available Nationwide from January 2025
HARIBO Nostalgix will be available across major Grocery, Convenience, and High Street retailers nationwide. Priced from £1.25*, the range offers an affordable way to indulge in the flavours of the past with a fresh twist.
With its latest launch, HARIBO continues its tradition of delivering sweets that bring joy to generations of consumers, ensuring that nostalgic flavours remain a staple of confectionery aisles in the years to come.