Haribo launches Rhubarb & Custard Rolls in convenience and impulse

Haribo has launched Rhubarb & Custard Rolls in the convenience and impulse sector in a 140g sharing bag, price-marked at £1.25.

Inspired by retro sweet shop favourites, the flavour profile  has already established itself as a top-seller for the brand in bulk and drum formats for pick and mix.

The introduction of this standalone classic follows the success of HARIBO Nostalgix, the biggest launch in sugared confectionery in 2025 (Circana).

Duncan Tyrrell, head of category at Haribo UK, says: “Innovation is a key driver of growth in sugared confectionery, with shopper expectations in the sweets category evolving fast.

“We are incredibly excited to bring this launch to symbols and independents, tapping into the ‘new-stalgia’ trend, where shoppers want the joy and familiarity of the sweets they grew up with, but reimagined to deliver something new and interesting.

“By taking this pick-and-mix favourite to market as a standalone share pack in a PMP format, we are helping retailers build shopper excitement, drive footfall and encourage impulse buys. In a challenging environment for retailers where the market can be volatile, bagged sweets stand out for their consistent appeal.”