Flyer’s enviable success both at home and abroad has resulted in one of Stockley’s confectionery jewels taking the brave yet commonsense next step of extending its flavour ambitions beyond liquorice to embrace its first truly sour ‘magic in the middle’ stick.
As a 79-year-old cult confectionery offer that made its name flying the flag for chewy-liquorice-meets-tangy-sherbet crystal centres, this is an original move for a business that prides itself on owning a 15 per cent share of the established yet polarising liquorice market.
“Despite three years of consecutive double-digit growth, Flyers is only now starting to realise its growth potential, and with ‘Sours’ remaining the hottest trend within sugar confectionery, we spied the perfect opportunity to showcase our new Sour Apple candy sticks packed with tangy Raspberry sherbet crystals, thereby extending Flyer’s appeal to both a younger audience and intransigent ‘liquorice loathers,’” said Flyers spokesperson Andy Valentine.
It’s well accepted within fine confectionery circles that liquorice divides the nation like no other nostalgic confectionery treat and whilst Flyers will continue to work tirelessly to share the liquorice dream, operating within the wider confectionery space makes perfect sense.