Following much criticism leveled at its latest TV advertising campaign, confectionary brand Haribo has moved to explain the idea behind the 'fun' advert.

The advert for Haribo Supermix has provoked much derision online and generated discussion on Twitter, with few being complimentary in their reaction.

According to advertising website Adturds; “It's like it was vomited forth from someone's subconscious.”

A Facebook page entitled 'F*ck the new Haribo advert' has also been set up just to allow people the opportunity to offer their own reactions.

When asked for a comment as to its intention when creating the advert, a spokesperson for Haribo informed The Drum:  “The new advert is certainly attracting a great deal of attention. We intended that it would be a fun, memorable and catchy karaoke style sing-along, which is exactly what it is. Haribo is a family brand and we have a mass market audience and appeal, at the heart of everything we do is fun, whether that’s tongue in cheek or playful.”

See for yourself below and let us know what you think in the comment section.