Flyers launches five-flavour liquorice gift pack as brand broadens its appeal

Flyers is set to launch a new five-flavour gift pack this September, bringing together its best-known liquorice sweets alongside the Sour Apple & Raspberry variety that helped take the brand beyond its traditional flavour base.

Priced at £9.99, the 75g gift pack will launch on 26 September and includes Cherry, Sour Apple & Raspberry, Original Mixed Fruit, Strawberry and a Sour Mix Pack. The release marks the latest development for the long-standing confectionery brand, which has continued to invest in new flavours and formats while retaining its distinctive liquorice identity.

A classic with a twist

For more than eight decades, Flyers has built a reputation as a familiar sweetshop favourite, known for its combination of liquorice and a sherbet crystal centre. The “magic-in-the-middle” format gives the sweets their two contrasting textures and has helped distinguish the range in the competitive confectionery market.

Liquorice remains one of the category’s most divisive flavours. Its sweet, earthy and sometimes medicinal notes inspire strong reactions, whether from loyal fans with childhood memories of the sweet or consumers who have never warmed to the taste.

For Flyers, that polarising quality is part of the opportunity. The brand’s core appeal lies in liquorice’s recognisable flavour profile, but recent launches have also sought to attract shoppers who may not ordinarily choose traditional liquorice confectionery.

Sour flavour broadens the range

Sour Apple & Raspberry, introduced last year, represented Flyers’ first move away from a liquorice-led flavour. Combining sharp apple notes with raspberry sweetness and the brand’s familiar sherbet-filled format, the product was designed to appeal to younger consumers and fans of sour confectionery.

The flavour has become one of the brand’s strongest recent innovations, helping Flyers widen its audience while maintaining the playful format associated with the range.

Its inclusion in the new gift pack signals the importance of the product within Flyers’ ongoing development, placing a non-liquorice flavour alongside established favourites including Cherry, Strawberry and Original Mixed Fruit.

Online growth and renewed investment

Flyers has also recorded strong momentum online, with the brand reporting 146% year-on-year growth within Amazon’s online liquorice collection. The new gift pack is expected to build on that performance by giving shoppers a compact way to sample several varieties in one purchase.

Since joining the Stockley’s portfolio in 2018, Flyers has benefited from renewed investment and product innovation. Stockley’s has focused on combining nostalgia with bolder flavour pairings, variety and updated takes on familiar confectionery formats.

The approach has helped keep Flyers relevant in a market where heritage brands increasingly need to appeal to both long-standing customers and younger shoppers looking for new taste experiences.