Small, colorful, elastic. The gummy bear is perhaps the most famous candy in the world, sold in billions of pieces annually. But why a bear? Why not a kitten or an elephant? The image of the gummy bear is based on decades of marketing, child psychology, and, of course, gelatin technology. We tell you how the clumsy bear conquered the confectionery world.

The Birth of the Gelatin Bear: The History of Haribo

In 1922, in the German city of Bonn, confectioner Hans Riegel founded the company Haribo (an abbreviation of Hans Riegel, Bonn). He invented the world's first gummy candy in the shape of a bear — the "Dancing Bear" (Tanzbär). The idea was not accidental: at that time, bears were popular performers at fairs and circuses. Riegel used fruit gelatin (thickener), sugar, and flavorings. The bears were larger than modern ones (about 10 cm) and inexpensive. They could be divided into pieces like real sweet prey. Since then, the bear has become the corporate symbol of Haribo, and the "golden bear" shape (Goldbär) has become the standard.

Why a bear, not another animal

The answer lies in child psychology and recognition. A bear is a large, kind, slightly clumsy animal. It does not cause fear (like a wolf or a crocodile). The shape with round ears, a round belly, and short legs fits perfectly into round molds. Children like to "decapitate" the bear by biting off the head. This is a harmless aggression that does not harm the psyche. Moreover, a bear is a "plush" character associated with a toy. So, when you buy a gummy bear, you buy a little friend.

The Technology of Transforming a Bear into a Sweet

Modern gelatin bears (not only Haribo) are made from sugar, glucose syrup, gelatin (or pectin for vegetarians), citric acid, colors, and flavorings. Gelatin gives the characteristic "chewy" texture. The mixture is poured into cornstarch forms (thousands of cells in the shape of bear cubs). Then the starch is removed, the figures are treated with steam, coated with carnauba wax for shine to prevent sticking. The entire process is automated. In 2026, there are even 3D-printed molds for individual orders.

Cult Brands: From Haribo to Soviet "Bears"

Haribo Goldbären are a bestseller since the 1960s (when small bears appeared). Their red package and slogan "Haribo makes children happy" are known to everyone in Germany. Competitors: Trolli (bear worms), Maynard's (Canada, grape bears). In Russia, during the Soviet era, there were their own gelatin "Bears from the North" (pastilles), but they were more flat, not voluminous. Today, "Sladodar," "Konflaks" produce similar bears. But the standard is the European one.

Evolution of Taste and Design: From "Red" to "Sour"

Initially, the bears were five colors: red (raspberry), green (apple), yellow (lemon), orange (orange), white (pineapple). Later, "cola," "cherry," and "strawberry" were added. In the 1990s, "sour bears" with a sour coating appeared. In the 2010s, vegan ones (made with agar). In 2026, Haribo released "Spicy Mix" with ginger and chili. The design also changed: "bears with glasses," "bears with hearts" on the belly were added. But the classic "Goldber" remains unchanged.

Marketing and Cultural Influence

The image of the bear in a candy shop is a global brand. The bear adorns packaging, toys, children's parties. On social media, "melting bear" photos are popular — photos where the bear lies on a laptop or on a shelf. Restaurants use bears as dessert decorations (put a gummy bear in a glass of milk). There are even speed-eating contests for bears. The bear has become as much a symbol of the candy shop as the strawberry. It has moved away from the association with a real animal, becoming an abstract sweet form.

Sweets with a Bear Shape Beyond Gummy Candy

Gelatin bears are not the only example. Chocolate candies "Fuzzy Bear" (Soviet equivalent), bear-shaped gingerbread, ice cream in bear paw shape, bear-shaped cookies, M&M's candies are not counted (there are buttons there). In Japan, "Bear Paws" (reverse takoyaki) are popular. In Germany, marzipan bears. In general, the bear shape is used in children's sweets to attract attention and evoke tenderness.

The use of the bear image in confectionery is marketing genius that exploits our love for soft toys and sweets. The gummy bear is a little piece of happiness in your pocket. And it doesn't matter how old you are: 5 or 50. It's always pleasant to bite off the head of a gelatin bear.

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