Flyers adds cherry flavour to liquorice portfolio
Flyers is adding a bespoke, zingy Cherry to its existing stable of Sour and Fruity Flavoured liquorice sticks.
The cult liquorice pioneer, born way back in 1946, is picking upon on the meteoric growth of this childhood classic, which is enjoying unwavering generational appeal to liquorice lovers of all ages and more inquisitive sweet enthusiasts who enjoy the contradiction of chewy liquorice meets tangy crystal centres.
Flyers said it is enjoying 34% year-on-year growth since the brand revamp/arrival of Cherry, which quickly established itself as the standout choice. Flyers also noted that 24% of UK households buy liquorice on a monthly basis, adding to the release of Cherry.
Sour-themed sweets are seen as one of the hottest properties in UK confectionery today, especially for those seeking pleasure and adventure via new and interesting flavours and textures. Flyers believes the tangy crystal centres, arriving neatly wrapped within a chewy liquorice jacket, add a layer of intrigue to the sweets.
Using the timeless strapline, ‘the magic’s in the middle,’ Flyers merges the aromatic zing of liquorice (a bold mix of sweet, bitter, salty and sour) with the explosive twang of natural flavoured sweet or sour centres.
According to Flyers spokesperson, Andy Valentine, Flyers remains a fond childhood memory for so many liquorice-loving aficionados, and is an essential must-stock for any “meticulously choreographed” sweets fixture.
“Already an impressive rate-of-sale performer, sales really started to snowball once we’d refreshing the packaging (punchier colour schemes, cleaner layouts and improved messaging) and announced the arrival of a tangy cherry, which is so of the moment,” Valentine added.
Liquorice appreciation in the UK can actually be traced back to the 11th century, a left-field sweet treat curiosity first introduced by monks and knights returning home from the Middle East.
The polarising ‘love or loathe’ nature of liquorice means that while for some it will always remain an affront to cultured taste buds, for many others liquorice is a staple little luxury in their life – what Flyers describes as a nostalgic non-negotiable.
