MAOAM (sometimes spelled "Moam") is Haribo's chewy-candy sub-brand — a different texture niche from the gummy bears Haribo is known for. Founded in 1930 by Edmund Münster and acquired by Haribo in 1986, MAOAM has been a European lunchbox staple for nearly a century.
The story
Where a Haribo gummy is bouncy, a MAOAM is dense and chewy — closer to a taffy than to a gummy. The fruity Stripes bars (ridged rectangular chews) are the signature, but the line has expanded into Pinballs (round chews), Kracher (sour chew bars), and Happy Chews — the assorted lunchbox bag.
Signature products
- MAOAM Stripes — ridged chewy bars in fruit flavours
- MAOAM Pinballs — round chewy candies
- MAOAM Kracher — sour chew bars
- Happy Chews Sour — fruit chewy assortment
Flavour profile and audience
Dense fruity chew, sometimes sour-coated; thicker and chewier than gummies, looser than American taffy. Mass-market, lunchbox/snacking, youth-friendly across Europe.
Where MAOAM fits in the wider candy world
MAOAM occupies a texture niche American shoppers don't have a clean local equivalent for. The closest comparison is a less-sweet, more-fruit-forward Starburst — but the chew is denser and the flavour is more linear.
Where to start
Stripes mixed bag — easiest entry. Happy Chews Sour if you like a sour edge.
TheSweetsTruck launches May 2026 with MAOAM on the shelf — pick-and-mix bags for households and pallet-quantity wholesale for retailers, cafés, and event planners across the US and Canada. Sign up and we'll email you the day the store opens, or talk wholesale if you stock candy for a living.