Bargain store shoppers are flocking to B&M outlets nationwide after the unexpected reappearance of a beloved Haribo flavour that vanished from shelves years ago. The rhubarb and custard rolls, a nostalgic treat for many, have been rediscovered in stores, triggering a wave of excitement among confectionery enthusiasts.
A Sweet Comeback for a Classic Flavour
Social media has been abuzz with sightings, particularly from the account 'New Food Spotter UK', which posted an image of the pink and yellow bag adorned with Haribo's iconic bear logo. The sweets feature a distinctive design, with pink rolls containing yellow filling and yellow rolls filled with pink, mirroring the classic rhubarb and custard dessert combination.
Flavour Profile and Pricing Details
The flavour is described as a bold, tangy rhubarb paired seamlessly with smooth, creamy vanilla custard, evoking memories of traditional British puddings. Available in 140g share bags, the product is priced at just £1 at B&M, making it an affordable indulgence for Easter treats or everyday snacking.
This marks a significant return for the flavour, which was previously discontinued by Haribo despite its popularity. It had made limited comebacks in other product lines, such as the Soopa-Hoopla ice cream mix in 2024 and the Nostalgix range, which includes other retro flavours like pear drops and cola cubes.
Consumer Reaction and Social Media Buzz
Reactions on social media have been overwhelmingly positive, with comments ranging from enthusiastic approval to expressions of long-awaited relief. One user exclaimed, "ITS ABOUT TIME !!!!", while another simply stated, "Lovely I want some." This response highlights the enduring appeal of retro flavours in the competitive sweets market.
Context and Market Trends
The reintroduction aligns with a broader trend of brands leveraging nostalgia to attract consumers, particularly in the food and beverage sector. Haribo's move follows recent consumer curiosity around other products, such as mystery sweet bags that have puzzled shoppers with their unpredictable contents.
As shoppers continue to share their finds online, the rhubarb and custard rolls are poised to become a staple in sweet cupboards across the UK, offering a taste of childhood memories at an accessible price point.
