TFWA-Daily-New-Products-and-Innovation-Preview-APEC26

But this year there was an added poignancy and common cause with the loss in February of Sinead Moodie, COO of the Moodie Davitt Report, to an aggressive form of cancer. Therefore, alongside our prominent HARIBO branding, our shirts also declared that we ran for ‘TeamSinead’, just as I had in February when I completed a 52km ‘ultra marathon distance’ for Sinead’s brilliant #KickCancerThon campaign which has raised a considerable six-figure sum – and continues to roll-on. We have had some varying sponsors down the years – many times we ran in Ryanair branding and colours – but grateful as we are, I can’t say the crowds expressed quite as much love for them as they obviously did for HARIBO. When at one point I stopped in pain, I wasn’t asked about my injury, but whether I had any HARIBO. As it happens, I did run with a pack of Tangfastics, a particular favourite of mine. The London Marathon is possibly the most spectator-lined sporting route in the world which the Metropolitan Police consistently estimates to be in-person watched by 800,000! Thousands of these people also hold out hands, cups and containers of HARIBO. Until you have reached 35km on a marathon you will not appreciate just what it means to be handed a handful of HARIBO – to experience the satisfying and nourishing chew, real texture, and fruit flavour of something that doesn’t have the industrial glue-type taste of an energy gel. This is the last year I will be able to sing 800,000 line the LondonMarathon routewith thousands handing out HARIBO to grateful runners. Licensed HARIBOGummy Bear socks for faster, stronger cadence. Prev i ew May 2026 35 T F W A D A I L Y