In conversation with ... Haribo

Profitability can be a source of joy – and taste great too: tradition meets innovation at Haribo Linz

For over 100 years, Haribo has been synonymous with childhood joy and carefree moments. At its Linz site, located on the Industriezeile, the family-run business combines tradition with innovation and is a key pillar of the international Haribo universe. Around 330 employees produce not only popular classics such as Goldbären here, but also varieties developed specifically for Austria, such as Beerentraum, Softbärchen and Almdudler.

These products reflect a sense of regional connection and demonstrate how local expertise is successfully translated into market-specific innovations. Gerald Sivec, Site Manager at Haribo Linz, was visited directly at the factory by the City of Linz’s Department of Economy and Innovation.

Linz as a logistics hub and export centre

“The significance of the Linz site lies not only in supplying the Austrian market: thanks to its central location in Europe, Linz is a logistics hub from which products can be efficiently distributed in all directions – from France to Asia,” says Sivec, explaining the importance of the site in the provincial capital.

Around a third of production remains in Austria and Switzerland, whilst two-thirds is exported. “This makes Linz a key driver of Haribo’s international success and ensures that the joy of our products is shared worldwide,” he continues.

Expansion and modernisation at the Linz site

To meet the demands of the future, the site was successfully expanded by 2,100 square metres and comprehensively modernised in early 2025. New facilities and a higher degree of automation boost efficiency and ensure competitiveness for the coming years and decades. “Haribo thinks in terms of generations, placing equal emphasis on the environment, people and economic success,” notes Sivec.

Among other things, the modernisation provided the Linz plant with an energy-efficient ventilation system, noise reduction measures and improved insulation. A photovoltaic system will also be installed in 2026 to further reduce the ecological footprint.

Innovation in packaging and the product portfolio

Haribo is also placing greater emphasis on sustainable technologies in its packaging. “The films are already over 98 per cent recyclable, and we are constantly working on alternative, environmentally friendly solutions without compromising on product quality. After all, the packaging must not only be sustainable but also functional in order to guarantee the high quality of our fruit gums,” explains the site manager.

At Haribo, innovation is evident not only in technology but also in the product range. Whilst classics such as the Goldbären, with their six colours and flavours, remain unchanged, the company develops up to 20 new products each year, including a number of vegetarian and vegan options. Market research and direct dialogue with customers are key drivers in ensuring the company stays ahead of the curve. Consumer preferences are always at the heart of this.

Goldbären could circle the globe 17 times

An interesting fun fact worth mentioning: the annual global production of Goldbären alone is enough to circle the Earth more than 17 times – an impressive testament to the brand’s popularity and global success. When asked how the Goldbären would be lined up in this example, Sivec replies with a smile: “They are definitely linked hand in hand!”

Future-oriented and regionally connected

“Haribo Linz stands for innovation, sustainability and an international outlook – whilst always remaining true to its mission of bringing joy to the world,” explains Sivec proudly. At its Linz site, Haribo always puts people first. The company attaches great importance to being an attractive employer in the region, combining tradition with modernity.

The high standard of education in Austria, particularly in fields such as mechanical engineering and food technology, is a further advantage of Linz and its surrounding area. Sivec therefore envisages the provincial capital in ten years’ time “not only as Austria’s strongest industrial hub, but also as a city at the forefront of art and culture.”

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