Dollar Tree has been working to give shoppers more reasons to visit its stores. And that effort increasingly involves more than simply offering low prices.
The discount retailer is expanding its merchandise assortment, adding new products, and creating a shopping experience that emphasizes value and discovery.
That strategy is particularly important as Dollar Tree works to attract a broader range of consumers, including middle- and higher-income households that may not traditionally shop at discount chains.
Now, the retailer has another potential draw for shoppers: an exclusive collection of Haribo gummy candies.
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5 new Haribo flavors give shoppers something different
Dollar Tree is now giving customers access to five flavors of the popular gummy candy brand, each packaged separately rather than mixed together.
The launch fits into the retailer’s broader effort to make its merchandise assortment more interesting and give customers a reason to browse its shelves.
The new line features these five Haribo varieties:
Straw-Fairies: Strawberry-flavored gummies shaped like fairies
Blue Raspberr-Bees: Blue raspberry gummies shaped like bees
Dragon’s-Fruit: Dragon fruit punch gummies shaped like pink dragons
Fla-Mangos: Mango-flavored gummies shaped like flamingos
Pear-akeets: Pear-flavored gummies shaped like parakeetsSource: Allrecipes.com
The bags are being marketed as a collection, with packaging encouraging shoppers to try all five before they disappear.
The launch also comes as Haribo works toward a broader change in its U.S. candy assortment. The company has committed to transitioning its colors to non-artificial sources by the end of 2027, making the new products part of an evolving approach to its candy offerings.
Dollar Tree is offering exclusive candy to appeal to more types of customers.Shutterstock
Dollar Tree wants to make shopping an experience
For Dollar Tree, the exclusive Haribo launch offers something beyond another inexpensive candy option. It gives shoppers a product they may not find at competing discount retailers, potentially encouraging visits and additional purchases.
That fits into a larger merchandising strategy.
During the company’s second quarter 2027 earnings call, CEO Mike Creedon emphasized the importance of giving shoppers more than low prices.
“Everything we do is designed around delivering value, convenience, and discovery for our customers,” he said. “Those are the principles at the heart of Dollar Tree.”
Creedon also discussed the company’s efforts to expand its merchandise assortment, bring in more trusted brands, and offer additional price points.
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Dollar Tree has increasingly embraced a multi-price strategy, moving beyond its traditional price point to offer customers more merchandise choices.
During the second quarter, multi-price products accounted for approximately 17% of total sales, up roughly 400 basis points from the prior year.
Dollar Tree also reported that sales increased across income groups, with particularly encouraging results among middle- and higher-income households. And exclusive merchandise can help reinforce that momentum.
Shoppers who visit for everyday essentials may discover a new candy collection, seasonal product, or recognizable national brand they weren’t expecting to find. That sense of discovery is particularly important for a retailer competing against Walmart, other dollar stores, and grocery chains.
All told, Dollar Tree is trying to give customers more reasons to shop its stores more frequently.
The new Haribo collection is a relatively small example of that strategy, but it illustrates how the retailer is using recognizable brands and exclusive merchandise to make its assortment more compelling.
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