A four-strong multi-flavour Flyers pack is unveiled this May to increase trial of this iconic pocket-money hero, tapping further into meteoric growth over the last 12 months (34 per cent), which has seen this yesteryear classic brand enjoy unprecedented growth both at home and abroad.
It’s estimated that Flyers currently enjoys a healthy 15 per cent share of UK total liquorice market (and is the no. 1 liquorice sku on Amazon), thanks in no small part to its unique "magic-in-the-middle" centre that delivers an array of tangy flavours, which includes a zingy strawberry, a zesty orange and lemon.
Later down the line a Super Sours four-pack will include Cherry, Apple and Blue Raspberry
Stockley’s are probably best known for their boiled sweets and fudge prowess, hand-crafted skills that have been nurtured since 1918 when Malcolm Stockley returned to Lancashire from the frontline trenches determined to generate some "sweet-themed" joy via the medium of nostalgic sweet treats.
Fewer people will however appreciate that via the medium of Flyers, Stockley’s are now working tirelessly to reduce the historical North-South flavour divide that surrounds liquorice!
In the pick-and-mix world of sweet appreciation there are fewer greater divides than liquorice love or loathing. It would appear that the Nordics, Netherlands and Northern Britain are particularly big on liquorice appreciation, yet go south of Birmingham and that’s where greater numbers of loathers lurk. Whether it’s the chewy texture, the distinctive aroma or full-bodied flavour, no-one really knows, what is clear is that liquorice divides households like no other confectionery.
“One of the biggest questions we’re trying to tackle," concludes Flyers spokesperson Andy Valentine, “is whether liquorice is an acquired taste like beer, coffee or whisky OR whether there’s a liquorice appreciation gene? With the rise in quirky, outlandish flavours (sours…) there’s never been a better time for liquorice to extend its Southern appeal, especially as only Flyers able can combine the rich aromatic yet aniseed buzz of liquorice with the intensity of tangy fruity centres. With a blossoming presence that has spread from old-school sweet shops to supermarkets, garage forecourts, convenience stores garden centres and coffee shops, we’re now intrigued to see if a renaissance that accelerated with the launch of a tangy cherry 12 months ago can be further enhanced with the presence of an everyday affordable impulse pack.”
Four-pack RSP: 79p
