MAOAM

What MAOAM does

MAOAM is a confectionery brand specializing in fruity chewy candies (Kaubonbons) distinguished by a crunchy shell exterior and a fizzy/popping candy center, marketed as "Mehr Knack. Mehr Kau. Mehr Prickeln!" (More Crunch. More Chew. More Tingling!). Founded in 1931 by Edmund Münster and integrated into the HARIBO Group through the 1986 acquisition of Edmund Münster, MAOAM is manufactured at the HARIBO production facility in Neuss, Germany, with reported daily output of two million MAOAM Bloxx pieces. The product portfolio spans MAOAM Kracher (including a Cola variant), MAOAM Bloxx (including a Rote Früchte variant), MAOAM Pinballs, MAOAM Stripes, MAOAM Maomix (including Fan Zone edition), MAOAM Joystixx, and MAOAM Kracher Brause Pause, unified by classic fruit flavors of lemon, strawberry, pineapple, orange, and raspberry.

Revenue is generated entirely through physical product sales across consumer retail channels. Distribution spans grocery, convenience, and confectionery retail throughout the DACH region (Germany, Austria, Switzerland), supplemented by international reach via HARIBO's global distribution network. Direct-to-consumer channels include the HARIBO online shop (onlineshop.haribo.com) and HARIBO-operated factory outlet stores (Fabrikverkäufe). The target customer is the horizontal mass-market consumer purchasing for personal confectionery consumption, gifting, and snacking occasions, with no B2B or enterprise accounts disclosed. Marketing relies on organic social media (Instagram, Facebook, YouTube), TV advertising launched in 2022 for the Kracher line, and promotional campaigns leveraging the Mr. Fruitman mascot and legacy "Was wollt Ihr denn?" referee advertising heritage.

Strategic positioning rests on three pillars: (1) intangible brand equity accumulated since 1931, including one of Germany's most recognized candy trademarks; (2) proprietary product technology differentiating the crunchy-shell/fizzy-center format from standard gummy or hard candy competitors; and (3) distribution leverage from HARIBO's established global infrastructure. HARIBO's announced 2024 plan to build a new sustainable confectionery plant at Neuss-Holzheim signals continued capacity investment in the MAOAM product line.

Name

MAOAM

Legal name

HARIBO GmbH & Co. KG

Website

https://maoam.de

Company type

Private

Founded year

1930

Operating status

Operating

Headcount range

1–10 employees

Short description

MAOAM is a German confectionery brand owned by HARIBO since 1986, producing fruity chewy candies with a signature crunchy shell and fizzy center. Founded 1931, it serves DACH and international retail consumers via HARIBO's distribution network.

Ownership category

akta.pro rank

Headquarters

HQ city

Neuss

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Candy Product Sales: MAOAM generates revenue through the sale of its chewy candy products including Kracher, Bloxx, Pinballs, Stripes, Maomix, and Joystixx variants. Products are sold through retail and online channels under the HARIBO Group umbrella.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

MAOAM manufactures and sells a portfolio of fruity chewy candies (Kaubonbons) featuring a signature crunchy shell with a fizzy/popping candy center. The brand is part of HARIBO Group since 1986 and produces variants including Kracher, Bloxx, Pinballs, Stripes, Maomix, and Joystixx, made in classic flavors of lemon, strawberry, pineapple, orange, and raspberry. Production is based at the Neuss facility in Germany, with two million MAOAM Bloxx pieces produced daily.

Product overview

MAOAM is a portfolio of fruity, cheeky chewy candies (Kaubonbons) owned by HARIBO since 1986. The product line centers on crunchy candies with a crispy shell and effervescent candy core that deliver 'Mehr Knack. Mehr Kau. Mehr Prickeln!' (More Crunch. More Chew. More Tingling!). The core portfolio includes MAOAM Kracher (original and Cola variants), MAOAM Bloxx (including Rote Früchte variant), MAOAM Pinballs, MAOAM Stripes, MAOAM Maomix (including Fan Zone special edition), MAOAM Joystixx, and MAOAM Kracher Brause Pause — all unified by their signature crunchy texture and fruit-flavored profiles with classic varieties of lemon, strawberry, pineapple, orange, and raspberry.

Differentiator

Problem solved

Functional benefit

Products and services

• MAOAM Kracher Crunchy candy with a crispy shell and effervescent candy core, offering big chewing fun with a tingling sensation. The flagship MAOAM product for consumers seeking a multi-sensory fruity candy experience.
• MAOAM Kracher Cola Cola-flavored crunchy candy with a crispy shell and effervescent candy core, extending the Kracher range to a cola variant.
• MAOAM Bloxx Colorful candy pieces with a crunchy shell and sparkling candy center, available in fruit flavors. Two million MAOAM Bloxx pieces are produced daily at HARIBO's Neuss production facility.
• MAOAM Bloxx Rote Früchte 110g Red fruits flavored Bloxx candy with a 'Find the golden MAOAM' promotional feature, packaged in a 110g format.
• MAOAM Pinballs Round candy pieces with a crunchy shell and sparkling candy center, offering a different shape format within the MAOAM range.
• MAOAM Stripes Striped candy pieces featuring a crunchy shell and sparkling candy center, available in fruity flavors.
• MAOAM Maomix Mixed flavor candy pieces combining multiple fruity tastes with crunchy and sparkling texture.
• MAOAM Joystixx Stick-shaped candy pieces with a crunchy shell and sparkling candy center, offering a stick-shaped format within the MAOAM range.
• MAOAM Kracher Brause Pause Effervescent candy for break time, featuring the classic crunchy shell and sparkling core in the Kracher format.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Perfetti Van Melle: Global non-chocolate confectionery group (Mentos, Chupa Chups, Fruittella) with comparable chewy/fruit-flavored candy SKUs. Directly overlaps MAOAM's product format and consumer segment.
• Mars Wrigley: Global confectionery giant (Skittles, Starburst, M&M's) producing sugar-based chewy candies in the same product category as MAOAM. Comparable in chewy-candy innovation, fruit-flavor portfolio, and impulse-snack positioning.
• HARIBO: Parent company of MAOAM and operator of the flagship Goldbären gummy candy line. Most directly comparable peer given shared manufacturing, distribution, and consumer base; demonstrates the scale and category dynamics MAOAM operates within.

Regional players

• Cloetta: Nordic-based confectionery group with sugar-based chewy pastilles and similar fruit-flavored products. Comparable in form factor and consumer demographic, primarily serving a different European geographic footprint.

Emerging players

• Bazooka Candy Brands: Non-chocolate chewy and ring-shaped candy brand (Ring Pop, Push Pop, Bazooka). Comparable in non-chocolate novelty formats, impulse-convenience retail placement, and playful brand identity.
• Hi-Chew (Morinaga): Japanese chewy candy brand with growing international presence. Comparable in the chewy-texture, fruity-flavor product category and in targeting younger consumers through playful branding.
• Chupa Chups (Perfetti Van Melle): Iconic lollipop and chewy candy brand with playful branding comparable to MAOAM's Mr. Fruitman mascot. Targets the same impulse-purchase confectionery occasion in DACH and broader European retail.

Direct peers

• Ritter Sport: German family-owned chocolate brand with strong DACH retail presence and colorful, playful packaging. Competes for the same confectionery-aisle shelf space and gifting/snacking occasions as MAOAM.
• Katjes: German family-owned fruit-gummy and chewy candy manufacturer competing directly with MAOAM in the DACH market. Comparable product format (fruit chews with playful branding), target consumer, and retail channels.
• Storck (Werther's Original, Toffifee): German family-owned confectionery group with chewy and toffee-based products in overlapping retail aisles. Comparable in scale, German heritage, and impulse-confectionery positioning against MAOAM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@maoam_official
• Facebookfacebook.com/MaoamDACH
• Instagraminstagram.com/maoam
• LinkedInlinkedin.com/company/maoam

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MAOAM