How US consumers are falling in love with Katjes vegan gummies

Under a banner that states plant-based gummies ‘you don’t have to kill for’, Germany’s second-largest gummy candy brand has launched its 100% plant-based portfolio in the US.

The German heritage company has focused on replacing animal gelatine with plant-based alternatives for the past decade, making it an expert in its field and the largest plant-based gummy brand in Europe.

Essentially this means we are not putting slaughterhouse waste into our sweets — Eliza G Jahn, Head of Marketing at Katjes USA

What makes Katjes’s products inherently different from other plant-based gummies is their chewy texture, despite not using gelatine as a gelling agent.

Essentially this means we are not putting slaughterhouse waste into our sweets. We like to proudly say, these are sweets ‘you don’t have to kill for’​,” Eliza Jahn, the company’s US Head of Marketing, says.

Katjes gummies are also carbon neutral, palm oil-free and contain no high fructose corn syrup.

Since launching in 2021, Katjes USA has secured a nationwide listing at Walgreens with a distribution increase and further retail listings set for 2022.

In our podcast chat, Jahn says Katjes identified plant-based as the future back in 2010 in Germany and the company is seen as a pioneer in that respect because no one was offering a vegan alternative in the gummy segment at the time.

She said Katjes gummies will be of interest to consumers who are conscious about what their impact is on the planet – but they still want a great candy. “They want to treat themselves – and it’s a very modern time mindset,” she says.


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