Liquorice hero Flyers extends range with new Cherry flavour

Liquorice pioneer Flyers is adding a bespoke, zingy Cherry to its existing stable of sour and fruity flavoured liquorice sticks.  

Born way back in 1946, this childhood classic is enjoying meteoric growth on account of its unwavering generational appeal to liquorice lovers of all ages and more inquisitive sweet enthusiasts who enjoy the delicious contradiction of chewy liquorice meets tangy crystal centres.

To quote their timeless strapline, ‘the magic’s in the middle,’ Flyers merges the uniquely aromatic zing of liquorice (a bold mix of sweet, bitter, salty and sour) with the explosive twang of natural flavoured sweet or sour centres.

“Flyers remain a fond childhood memory for so many liquorice-loving aficionados; an essential must-stock for any meticulously choreographed sweets fixture,” Andy Valentine, Flyers spokesperson, said.

“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!’

Flyers are enjoying staggering 34 per cent YoY growth since the brand revamp/arrival of Cherry, which quickly established itself as the standout choice from among the 14 flavours that were initially researched.

Sour-themed sweets are undoubtedly the hottest property in UK confectionery today, especially for those seeking pleasure and adventure via innovative flavours and textures. With Flyers there is an added layer of intrigue as the tangy crystal centres arrive neatly wrapped within a chewy liquorice jacket, Valentine noted.

Liquorice appreciation in the UK, where 24 per cent of the households buying liquorice on a monthly basis, 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 whilst for some it will always remain an affront to cultured taste buds, for many others liquorice is a staple little luxury in their life, a nostalgic non-negotiable!