Haribo's American Gummy Bear Factory Project Takes Shape in Wisconsin

German confectionery giant Haribo is moving forward with its long-anticipated establishment of a manufacturing facility in the United States, marking a significant expansion into North American production. After years of searching for an optimal location, the company has settled on Pleasant Prairie, Wisconsin, as the site for this landmark investment.

Project Scale and Timeline

The gummy bear factory construction represents a substantial commitment to the U.S. market. The facility will require an investment of $242 million and is projected to commence operations by 2020. Once operational, the plant is expected to generate a minimum of 400 employment opportunities for the local community, providing a considerable economic boost to the region.

Rick LaBerge, serving as Executive Vice President and COO for Haribo’s U.S. operations, emphasized that identifying the right location required considerable time and deliberation. The company conducted an extended search across multiple sites before ultimately selecting the Wisconsin location as the best fit for its North American manufacturing headquarters.

Location and Land Acquisition

The factory site will occupy 100 acres within a larger development initiative called Prairie Highlands business park, which spans 438 acres total. The city of Pleasant Prairie is acquiring the broader site for $37.5 million, creating an integrated industrial area that will support the gummy bear factory alongside other commercial operations.

State Support and Negotiations

Wisconsin Governor Scott Walker welcomed Haribo’s decision to establish its North American manufacturing base in Kenosha County, publicly acknowledging the company’s commitment to the state. The state government is actively engaged in negotiations with Haribo regarding a comprehensive incentive package designed to support the factory development. However, specific details regarding tax incentives remain confidential pending the completion of discussions between state officials and company representatives.

Simultaneously, Pleasant Prairie city officials are negotiating with Haribo regarding land acquisition terms, with discussions still underway to finalize the purchase agreement for the 100-acre manufacturing site.

Market Significance

This gummy bear factory project underscores Haribo’s confidence in the American consumer market and represents a strategic shift toward domestic production capabilities rather than relying solely on imports from existing international facilities.