A high-profile advertising and online campaign aims to keep Haribo’s Maoam brand in the spotlight in 2007. TV advertising, which breaks this month and runs into March before a second stint in June, is expected to reach an estimated 22 million consumers across a range of channels - while complying with new Ofcom regulations which restrict advertising to under-16s.

New 30-second ads will continue the ’Go mad for Maoam’ campaign while on-line activity later in the year will include competitions aimed at teenagers.

Maoam was the fastest-growing brand in the soft and chewy sector last year, with sales volumes up 23% while the sector as a whole saw a 2.3% decline, according to IRI figures.

01977 795909