Cult liquorice pioneer Flyers is introducing a bespoke, zesty Cherry flavour to its existing selection of Sour and Fruity liquorice sticks.
Established in 1946, this childhood classic is experiencing remarkable growth due to its enduring appeal among liquorice enthusiasts of all ages, as well as curious sweet lovers who relish the delightful contrast of chewy liquorice combined with tangy crystal centres.
As their timeless slogan states, “the magic’s in the middle,” Flyers blends the uniquely aromatic zing of liquorice—a bold fusion of sweet, bitter, salty, and sour—with the vibrant burst of natural sweet or sour centres.
According to Flyers spokesperson Andy Valentine, “Flyers remain a fond childhood memory for so many liquorice-loving aficionados; an essential must-stock for any meticulously choreographed sweet fixture.
“Already an impressive rate-of-sale performer, sales really started to snowball once we’d refreshed the packaging, punchier colour schemes, cleaner layouts and improved messages) and announced the arrival of a tangy cherry, which is so of the moment!”
- Flyers is enjoying an impressive 34% year-on-year growth since the brand revamp and the launch of Cherry.
- Out of 14 flavours initially researched, Cherry quickly emerged as the standout choice.
- A notable 24% of UK households purchase liquorice on a monthly basis!
Sour-themed sweets are undoubtedly the hottest trend in UK confectionery today, particularly for those seeking pleasure and adventure through innovative flavours and textures.
With Flyers, there is an added layer of intrigue as the tangy crystal centres are neatly encased within a chewy liquorice exterior.
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Flyers are suitable for vegans, and each pack contains 7 liquorice sticks.
The appreciation for liquorice in the UK dates back to the 11th century when monks and knights returning from the Middle East introduced it as a curious sweet treat.
The polarising nature of liquorice—often described as a “love or loathe” experience—means that while some may find it unpalatable, for many, liquorice remains a cherished little luxury and a nostalgic essential in their lives.
