British traditional confectionery group Stockley’s unleashes latest Flyers liquorice series
British confectionery business, Stockley’s has revealed a key “pocket money hero” line of its established Flyers liquorice brand, which is now being made available in multi-flavour packs, amid a notably buoyant period for the company, writes Neill Barston.
According to the Lancashire firm, sales of the brand have increased by a total of 34% in the past 12 months, as it sets about its latest release next month to challenge for a share of the niche product market.
Moreover, Stockley’s noted its Flyers series already has 15% 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.
Notably, the business has said the line is set to be extended further with a four-pack offering including Cherry, Apple and Blue Raspberry flavours, which add to its existing ranges of boiled sweets and fudge that have been at the heart of its operations.
The company enjoys a strong heritage that began over a century ago in 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.
As the company added, 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 get past 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.”
