Haribo wipes the floor in sugar confectionery, and Saki Ghafoor is quick to explain why. “Haribo was the first brand to move with the times by reducing pack sizes and selling them for £1. Other manufacturers have followed suit, but consumers have grown loyal to Haribo,” he says. Chris Pollard agrees that Haribo “flies out” at a rate of hundreds of bags a week.

Haribo marketing manager Katy Clark says the brand has experienced double-digit growth year on year over the past five years.

The second best-seller, Wrigley’s Extra, is growing ahead of the total gum category by 8.7% year on year, says Sue Cobbledick, Wrigley senior brand manager for oral care. “This is driven by the growth we’re seeing across Extra Ice which, at 22%, is outperforming any other gum brand,” she adds.

top-selling brands

Haribo 91%

Wrigley’s Extra 45%

Rowntree 44%

Bassett’s 42%

Maynards 42%

Polo 42%

Trebor Softmints 26%

Trebor Extra 22%

Wrigley’s Airwaves 22%

Barratt 13%