Liquorice doesn’t just have a unique flavour profile, it has an unrivalled personality that polarises like no other with an unmistakable flavour profile that encompasses sweet, earthy and for a few, ever so slightly medicinal.
Unlike its peers, Flyers is a two-textured market leader, whose distinct ‘magic-in-the-middle’ mantra allows it to be easily differentiated from the crowd; an intensely flavoured format which includes distinct sherbet crystal cores that have helped Flyers become one of the leading sellers within Amazon’s online liquorice collection (146% yr on yr growth); the precursor to a 5-strong, 75g gift pack that launches September 26.
Gift Pack (£9.99) includes:
Cherry, Sour Apple & Raspberry, Original Mixed Fruit, Strawberry AND a Sour Mix Pack
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.
Since becoming part of Stockley’s estate in 2018, Flyers has enjoyed a period of renewed energy, investment and innovation, breathing fresh life into a category that could easily have remained firmly rooted in nostalgia.
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.
