Denmark is Establishing Itself as a Home-From-Home for UK Retro ‘Liquorice Hero’ Flyers

Liquorice in the UK has always enjoyed something of a polarizing reputation, loved and loathed in equal measure.  Yes, 24% of UK households are known to purchase liquorice on a monthly basis but a fair number of the UK population would rather stay well clear!

Interestingly Flyers of ‘the magic’s in the middle fame’ continues to challenge perceived barriers to liquorice appreciation in the UK with meteoric 34% year-on-year growth, helped in no small part by new listings, the arrival of a particularly popular zingy cherry and improved packaging with extra pop.

What UK sweet aficionados may not appreciate is that this is a homegrown British brand packed with nostalgic appeal has been enjoying cult status within Denmark for decades, buoyed by the fact that throughout Scandinavia liquorice is treated with reverence, appearing in everything from cocktails and ice cream through to cakes, cooking oils and marinades.

Strange But True: Today Flyers in Denmark sells 3x per capita more than it does in the UK

Liquorice (known as Lakrids in Denmark) has enjoyed long-term culinary status across Scandinavia for centuries as an iconic ingredient that offers both comfort and a little ‘sweet heat,’ which is appreciated within the colder climes that Denmark inhabits. 

“Naturally, export remains a top priority for Bolton born Flyers over the coming months and years,” confirms marketing spokesperson, Andy Valentine.  “Our growing presence and significant market share within Denmark reflects our ongoing commitment to forge long-standing relationships within markets where ‘liquorice love’ is more deeply engrained, although it would appear to be our unique Northern twist of hand-filling our liquorice sticks with an array of tangy flavoured sweet crystals that really sets our homegrown, vegan-friendly Flyers apart from Denmark’s finest.”

With Flyers firmly established in Denmark and the UK it will be interesting to see how the launch of a Sour Apple in early 2025 will be received by loyalists with ‘sours’ already being touted as a standout food trend over the next 12 months.

Stockleys-sweets.co.uk