Haberlin's
 | |
Formerly | Haberlin's Chocolatiers (1837–61) |
|---|---|
| Public | |
| Traded as | MSE: HAB |
| Industry | Confectionery |
| Founded | 1837 in Tolbury, Estmere |
| Founder | Jänu Haberlin |
| Headquarters | Guildley, Morwall, Estmere |
Key people | Michael Joseph (CEO) |
| Subsidiaries | |
| Website | haberlins |
Haberlin's, formerly known as Haberlin's Chocolatiers until 1861, is an Estmerish multinational confectionery company. Haberlin's is the largest confectionery company in the world. Through its subsidiaries, it also operates in the soft drinks and ice cream industries.
Haberlin's was founded as a family business in 1837 in Tolbury, by Jänu Haberlin, an Estmerish Witterite who became one of the country's most famed chocolatiers. The company was associated with Witterite artisanry and this, combined with innovations in chocolate-making through the factory method, quickly made the company successful. It became known for well priced, but good quality, chocolate and sweet products, and by Jänu's death in 1901 the company was world-renowned. Haberlin's was, along with Weltner's and Neel's, one of the main Estmerish confectionary companies in the 19th and 20th centuries.
The company relocated its headquarters to the Morwall Borough of Guildley in 1969, citing tax rises in Tolbury as reasoning. It then acquired traditional rivals Neel's and Weltner's in 1970 and 1983 respectively, while also expanding into new markets such as soft drinks and ice cream by acquiring Whippy Ice in 1986 and Priestley's Sodas in 1994. It purchased Cassien company Cassier Pretzel Co. and Weranian company Krunch from their parent Venus Inc in 2009, marking a major expansion into foreign markets. The company was owned continually by the Haberlin family until 2007, when Michael Joseph became CEO.
In line with Witterite practices, the company has been consistently involved in social justice, and the company dedicates a portion of revenue to philanthropy through the associated, but independent, Jänu Haberlin Social Justice Trust, which is responsible for the well-known Haberlin scholarship.
Haberlin's is a constituent part of the MSE T100 Index, and is listed on the Morwall Stock Exchange under HAB. Haberlin's products are sold in over 110 countries, with production facilities in 13; Estmere, Borland, Gaullica, Werania, Rizealand, Cassier, Etruria, Paretia, Soravia, Shangea, Satucin, Senria, and Padaratha.
History
1837–1901: Haberlin's lifetime
1901–1969: One of the big three
1969–2007: Expansion and growth
2007–present: Direction under Joseph
Operations
Philanthropy
Subsidiaries
Haberlin's operates a number of subsidiary companies.
Products
Haberlin's produces a number of major chocolate brands, including Haberlin's Milk, Haberlin's Milk Caramel, Airy Fairy, Haberlin's Fudge, Pieces of Heaven, Haberlin's Swirlies, Haberlin's Bubbles and Haberlin's Cream Eggs. Alongside these chocolate brands, Haberlin's also produces sweets and other confectionary products, including Haberlin's Mints and Haberlin's Jelly Fruits. Through many of its subsidiary companies, Haberlin's also produces products such as Weltner's Sweet Treats, Weltner's Fruit Gems and Neel's Liquorice.
Notable products and their year of introduction include:
- 1845: Cocoa Milk
- 1866: Easter Eggs
- 1878: Haberlin's Jelly Fruits
- 1899: Haberlin's Milk
- 1913: Haberlin's Pardaran Paradise
- 1919: Haberlin's Milk, Fruit & Almond
- 1921: Haberlin's Milk Caramel
- 1923: Haberlin's Milk Hazelnut
- 1925: Haberlin's Cream Eggs
- 1926: Pieces of Heaven
- 1938: Haberlin's Fudge
- 1945: Haberlin's Mints
- 1952: Haberlin's Swirlies
- 1966: Haberlin's Bubbles
- 1968: Haberlin's Milk Cream
- 1970: Haberlin's Hearty Hearth Collection
- 1972: Freddie's Fancies
- 1979: Airy Fairy
- 1983: Haberlin's Milk Mint
- 1992: Haberlin's Heroines
- 1995: Silky Milky
- 1997: Haberlin's Milk Strawberry
- 1999: Muffin Bar
- 2002: Haberlin's Milk Retro
- 2004: Chocolate Crumbs
- 2007: Tutti Frutties
- 2010: Haberlin's Milk Lemon
- 2014: Haberlin's Milk Sea Salt
- 2016: Haberlin's Milk Chilli
- 2019: Haberlin's Delightfully Devilish Collection
Advertising
Haberlin's logo has used red, stylised text since its rebranding in 1861, with the colour red chosen to represent the heartiness of the products. The current iteration of the logo was adopted in 2008 under the direction of new CEO Michael Joseph.
In the 19th century, Haberlin's rarely employed advertisements at all. Jänu Haberlin believed that the fair price, good quality and Witterite artisanry of the products spoke for itself. It was not until his death in 1901 that his son and successor Hansotto Haberlin agreed to advertisements for Haberlin's products, employing Morwall-based advertising company J.P. Rudgers to design a range of new adverts to fit the company ethos.
The company suspended advertising efforts during the Great War, with Haberlin's products instead headed to the frontlines.
Haberlin's marketing and advertising became more expansive in the post-war years. The company launched a major marketing campaign in late 1998 to coincide with the 1999 Euclovision Song Contest, the 40th edition, which was hosted in Estmere. Haberlin's campaign included the introduction of a limited edition collection of ten chocolates themed for each contestant nation, such as the Mini Chocwafel representing Hennehouwe and the Cream-filled Buuz for Soravia.
Since 2008, as part of new CEO Michael Joseph's 21st Century Haberlin plan, Haberlin's has produced a multi-million Euclo commercial campaign for Nativity which has become an annual tradition in Estmere, signifying the start of the Nativity season. The adverts are usually set to a slow cover of a popular song from the year. The commercials have been praised for striking a uniquely emotional tone that was welcome for adverts in the festive season.
The inaugural 2008 advert showed a Witterite pastor preparing to spend a lonely Nativity by himself in a small urban apartment. On Nativity day he's surprised by his neighbours - a Catholic and Communion priest, a rabbi and an imam - who join him for Nativity dinner. The advert was designed as a call-back to the company's origins, but in a modern setting. The 2016 advert, one of the most highly-rated, follows a modern Ebenezer Scrooge figure through his year, as he miserably counts down the days until Nativity. On Nativity day, he visits the grave of his deceased partner, in a sombre moment, before being collected by his grandson. He spends the rest of the day merrily bonding with his grandchildren, as the spectre of his partner happily watches over him.
Controversies
2002–2006 unpaid child labour controversy
In May 2002 it was revealed that as much as 63% of the cocoa beans used in Haberlin's products had been bought from suppliers which used unpaid or underpaid child workers, predominantly in developing countries such as Rwizikuru and Garambura. The company apologised and committed to purchasing cocoa in future only from suppliers that met stringent labour standards. They also committed to working with non-government agencies to help eradicate child and slave labour worldwide by 2025. It simultaneously redoubled its committment to fair trade.
Insiders reported however that by 2004 a reduced but still-significant proportion of Haberlin's products still used cocoa beans from unpaid workers. Haberlin's announced in 2006 that it had altered its supply lines to ensure that no cocoa beans were produced by slave or child labour. The controversy had significantly damaged the Haberlin's brand, however, and its reputation for Witterite fairness.
2013 avian flu scare
In September 2013, Haberlin's detected that traces of the avian flu were present on some of its products in storage facilities in Estmere, as part of the 2013 Coius avian flu pandemic. The products were believed to have been contaminated sometime before the closure of the Haberlin's production facilities in Shangea earlier in the year. The products were destroyed, and all other products in the storage facility were placed into indefinite quarantine. The incident did not lead to a spread of avian flu in Estmere, but caused a panic which saw a drop in Haberlin's stock price and revenue.