Flyers is innovating by adding a bespoke and vibrant Cherry flavor to its well-established range of Sour and Fruity Flavoured liquorice sticks
Since its inception in 1946, this cult liquorice pioneer has capitalized on the remarkable growth of this nostalgic treat. Liquorice holds enduring appeal for enthusiasts of all ages, appealing both to loyal fans and curious sweet lovers who relish the unique combination of chewy liquorice with tangy crystal centers.
Flyers has reported a remarkable 34% year-on-year growth following its brand revamp and the introduction of the Cherry flavor, which has swiftly become a top choice among consumers. Moreover, 24% of UK households purchase liquorice on a monthly basis, which further boosts the popularity of the Cherry release.
In today’s UK confectionery market, sour-themed sweets are recognized as one of its hottest properties, particularly among those in search of thrilling and adventurous flavor profiles and textures. Flyers believes that the tangy crystal centers, elegantly encased in a chewy liquorice outer layer, introduce an intriguing element to their sweets.
Adhering to the timeless slogan, “the magic’s in the middle,” Flyers artfully blends the aromatic zing of liquorice—a bold fusion of sweet, bitter, salty, and sour—with the explosive burst of naturally flavored sweet or sour centers.
According to Flyers spokesperson Andy Valentine, the brand evokes fond memories for many liquorice aficionados and is deemed an essential item for any “meticulously choreographed” sweet display.
“Already an impressive rate-of-sale performer, sales really started to snowball once we refreshed the packaging (with punchier color schemes, cleaner layouts, and improved messaging) and announced the arrival of the tangy cherry, which is very much of the moment,” Valentine added.
Interestingly, the appreciation for liquorice in the UK dates back to the 11th century, originating as a quirky sweet treat introduced by monks and knights returning from the Middle East.
The polarizing “love or loathe” nature of liquorice means that while some may view it as an affront to sophisticated palates, for many, liquorice is a cherished small luxury—a nostalgic non-negotiable, as described by Flyers.
