Raising the bar for soft eating liquorice

Tangerine Confectionery, the UK’s largest independent manufacturer of sugar confectionery, is set to launch Henry Goode’s Soft Eating Liquorice in a new grab-and-go bar format.

Since its launch in 2009, the brand has grown to become category leading with sales of £3.1 million. The new format will extend the current range with an on-the-go stick format snack. Made using all natural ingredients, Henry Goode’s Soft Eating Liquorice Bar is Halal Approved and contains less than 2% fat.

Sarah Brown, brand manager for Henry Goode’s Soft Eating Liquorice, says, “The soft eating liquorice category is growing 7% year-on-year, which we have seen mirrored by the fast-paced success of Henry Goode’s since its launch in 2009. This has been fuelled by the surge in popularity for the soft eating variety. Declared a top trend for 2011 by influential consumer titles such as Olive magazine, we are expecting the popularity of liquorice to continue. The launch of the new bar will enable us to capitalise on this continued growth.”

The launch will be supported by a consumer PR campaign centered around the brand’s quintessentially British gentleman mascot, Henry Goode. With an RRP of 59p, the bar will replicate the brown paper packaging look that the brand has become recognised for. Prior to launch, listings have been secured with Palmer and Harvey and Fosters Traditional Foods for the new bars.