Haribo's latest offering is aimed at getting the party started by bringing together popular sweets from across its range, including MAOAM Minis and Stripes, Joystixx and newcomer Happy Fruttis.

MD Per Henerius said the new MAOAM Party Mixx bag was more relevant to consumers' lifestyles. "The nature of the pack will allow people to dip in and out and enjoy a range of different types of confectionery. It will be perfect for a range of occasions such as family get-togethers and children's parties," he said.

He added that the bags of mini treats would appeal to adults looking to regulate the amount of confectionery their children eat: "There is growing demand for portion control."

The 465g bags are available from this month across multiple and independent retailers, priced at £2.99.