The Sweetest Nock on the Line: How Beiter Archery Accidentally Created a Global Candy Sensation

Have you ever wondered what actually happens when one of the world’s high-precision German manufacturing companies decides to go completely rogue and make candy?

Spoiler alert: it turns into an international obsession.

If you’ve spent any time at the Lancaster Classic, the Vegas Shoot, or scrolled through Instagram after the 2023 World Championships in Berlin, you’ve likely seen or heard of the Beiter Jelly Nock: a nock-shaped gummy candy that took the Archery community by storm.

But behind these sweet, fruity treats lies a hilariously unexpected origin story that we recently unpacked on The Archery Parent Podcast with Andreas Lorenz of Beiter Archery.

Here is how a company obsessed with engineering tolerances accidentally created Archery’s favourite goodie.

Precision Engineering Meets...Gummy Bears?

To appreciate the origin story of the Jelly Nock, you have to understand Beiter Archery. Founded by Werner Beiter in the late 1960s, the company built its global reputation on hyper-rigorous plastic injection moulding for the medical and electronic industries.

Did you know that every single Beiter nock is produced using a single-cavity mould to ensure zero variance in weight and shape? It is one of the reasons Beiter nocks were the majority choice for Archers at the 2024 Paris Olympic Games.

So, how does a manufacturer that measures in microns end up making gummy candy?

It started ahead of the 2023 World Archery Championships in Berlin. Andreas wanted to provide an authentic German souvenir to give to attendees. Standard chocolates felt a little uninspired, but a wild idea soon came forth: "What if we made gummy candies shaped like actual Beiter nocks?"

Haribo Said No. Trolli Said "Let's Do It!”

The Beiter team naturally reached out to the titan of German gummy candy first: Haribo. (Yep, Haribo is actually German. It is commonly thought of as Japanese.)

Haribo took one look at the request for custom, plastic-nock-shaped candy and politely passed.

Refusing to let the idea die, Andreas reached out to Trolli, located just 100 kilometers down the road from Beiter’s headquarters in Dauchingen. Trolli loved the concept, arranged to build a custom mould, and formulate a delicious, multi-flavoured, 100% vegan gummy nock.

There was just one catch: Trolli’s minimum production run was 1,500 packages!

Andreas admits that a sudden wave of panic set in. How on earth were they going to hand out 1,500 bags of candy before the expiration date? Was the Beiter team going to be eating nocks for breakfast, lunch, and dinner for the next two years?

The 1,500-Pack Panic Goes Viral

As it turned out, expiry dates were the least of their worries.

Within two weeks of the 2023 Berlin World Championships, all 1,500 packs had been handed out. Attendees started posting their Jelly Nocks packages all over social media using #thenockbrand, and suddenly Archers, coaches, and pro shops from around the globe were demanding more.

What began as a quick giveaway grew into a full-blown viral phenomenon. To date, Beiter has produced and distributed over 45,000 packs worldwide through major events and retailers like Lancaster Archery Supply.

Listen to “The Sweetest Episode, yet with Andreas….”

The origin of the Jelly Nock is just one of many golden nuggets from our full-length conversation with Andreas. This episode is packed with practical wisdom, including:

• Smart Budgeting for Archery Parents: Why buying top-tier limbs for a growing Archer is a waste of money and where you should invest your hard-earned money instead
• The Olympic Secret: How Beiter became the exclusive target pin supplier to the International Olympic and Paralympic committees, and a dominant force on the line without ever paying sponsorship endorsements
• Essential Maintenance Routine: The quick 5-second equipment check every Archer should perform after every end.
• Fostering Archer Independence: Why teaching young Archers to fletch their own arrows builds confidence and game-day self-reliance.
• Special Deliveries: Learn the story behind Ki Bo Bae’s special “Sky Blue” nock colour and which Archery celebs have the only two 24-karat gilded plungers ever made by Beiter. (Three guesses.)

Listen to "The Sweetest Episode Yet w/ Andreas Lorenz of Beiter Archery" or check out the companion write-up on our official blog page. Full transcript available.

Have you ever received a package of Jelly Nocks? If so, which is your favourite colour?

About The Archery Parent Podcast

The Archery Parent Podcast is what Archery Parents need to know to best support their Archer. The podcast is dedicated to helping parents (and Archers) navigate the world of Archery, one arrow at a time.

Hosted by Manisha (Archery Mom to Reece, Canadian Recurve Archer), the show features expert advice, gear insights, mental performance tips, and tournament guides to support your Archer’s journey. Subscribe today on your favourite podcast app or listen at www.archeryparentpodcast.ca. Follow along on Instagram @archeryparentpodcast.