Confectionery brand celebrates 80th anniversary with NPD
LIQUORICE brand Flyers is marking its 80th birthday with a £9.99 75g Gift Pack featuring its distinct ‘The Magic’s In The Middle’ offerings.
The pack, available through parent company Stockley’s website, contains five packs of liquorice sticks with different sherbet crystal cores. These consist of Cherry, Sour Apple & Raspberry, Original Mixed Fruit, Strawberry and Sour Mixed variants.
Since becoming part of the Stockley’s portfolio in 2018, Flyers has enjoyed a period of renewed energy, investment and innovation, breathing fresh life into the liquorice category and resulting in impressive sales growth online, says the firm.
A spokesperson for the liquorice brand said: “An ambitious sub-brand within the wider Stockley’s estate, Flyers aligns perfectly with the business’s ongoing commitment to nostalgia, emotional confectionery connections, variety, bold flavour marriages and spellbinding twists on timeless classics.
“Last year’s runaway success, Sour Apple & Raspberry, is just such a case in point, because this was Flyers’ first tentative step away from liquorice flavours, extending the brand’s appeal to a younger, sours loving audience. By reaching out to historical liquorice loathers, Flyers is working tirelessly to broaden its flavour horizons.
“For those who love it, the liquorice obsession often starts in childhood, creating compelling ties that can last a lifetime. For those who don’t, the reaction can be equally emphatic. And perhaps that is precisely where the opportunity lies – in an increasingly crowded confectionery market, liquorice has something many categories would envy: a flavour that fosters clear opinions.
“Indeed, thanks to Flyers new gift pack, all their heroes can now be found in one generously proportioned, pocket-sized pack.”
