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Ethical brand ratings and accreditation since 2001

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How ethical is MAOAM?

MAOAM is a brand owned by Haribo GmbH & Co. KG, which has a below-benchmark score on The Good Shopping Guide’s Ethical Sweets Ratings Table.

Although MAOAM has not yet met our ethical benchmark, we hope to see the brand make progress in the future.

We would have extra confidence in MAOAM if it submitted itself to apply for Ethical Accreditation, whereby The Good Shopping Guide would make further detailed assessment and recommendations for ethical improvement.

Find out more about the ethical issues facing the Sweets sector and see how other brands score in our Ethical Sweets Ratings Table.

What does MAOAM do?

MAOAM as we know it began being produced in Germany in 1931 and has remained largely the same ever since. In 1986 MAOAM was bought by Haribo GmbH & Co. KG.

In which areas does MAOAM perform poorly?

MAOAM was marked down under our criteria for Environmental Report and Palm Oil, due to a lack of available information in these areas.

MAOAM is not certified as vegetarian so receives a bottom score for this criterion.

Find out more about how we rate by exploring our ethical criteria.

Past Criticisms of MAOAM’s record

In 2021, MAOAM’s parent company, HARIBO, was named by the environmental groups Surfers Against Sewage as one of the top 12 worst plastic polluters. Then in 2022 HARIBO was fined by Turkey’s Competition Authority as one of the suppliers found to be coordinating with big supermarket chains for price increases.

In which areas does MAOAM score well for its ethics?


We found no criticisms of MAOAM relating to Nuclear or Fossil Fuels, Animal Welfare or Armaments so it scores well for these criteria.

How can MAOAM improve its ethical rating?

The below-benchmark score that MAOAM is awarded on The Good Shopping Guide’s Ethical Sweets Ratings Table is the result of an evaluation of multiple ethical criteria.

To reach our minimum ethical benchmark and qualify for Ethical Accreditation, MAOAM has some issues to resolve, including  its vague Environmental Report, lack of a statement relating to GMO ingredients and lack of vegetarian certification. MAOAM could also address the issues around its packaging and single-use plastics.

If it applies for Ethical Accreditation, The Good Shopping Guide will be able to give MAOAM some guidance to improve on these areas.

Were you aware that your brand could benefit from Ethical Accreditation? Brands accredited by The Good Shopping Guide can display our Ethical Mark, showcasing to consumers that it is an ethical and sustainable brand.

If you’re interested in learning more about how to attain Ethical Accreditation, please contact us or complete a Free Initial Assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Nuclear Power


  • Fossil Fuels


  • Palm Oil Free



  • Animal Welfare


  • Vegetarian/Vegan Verified



  • Armaments


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating