Stockley’s launches Mixed Liquorice pack to bridge flavour divide
Image: Stockley's
Stockley’s will introduce a new four-flavour Liquorice Flyers pack this May, intended to support increased product trial and build on recent growth. Over the past 12 months, Flyers sales have grown by 34%, with the brand seeing strong performance both in the UK and in international markets.
Flyers currently hold an estimated 15% share of the UK’s total liquorice market and are the top-selling liquorice product on Amazon. The filled liquorice sticks include strawberry, orange, and lemon flavours, offering a mix of tangy tastes combined with a traditional liquorice base.
A second multi-pack featuring sour varieties—Cherry, Apple, and Blue Raspberry—is also planned for future release under the Super Sours range.
Stockley’s is widely recognised for its traditional confectionery, including boiled sweets and fudge, and has been operating since 1918. The company was founded by Malcolm Stockley in Lancashire after World War I, with a focus on classic British sweets.
The Flyers range reflects an effort to engage with broader taste preferences across the UK, particularly in light of regional differences in liquorice consumption. Northern areas of the UK, along with the Nordics and the Netherlands, show stronger levels of appreciation for liquorice, while southern regions demonstrate more mixed sentiment. The reasons for this divide remain unclear, though texture, aroma, and intensity are often cited as factors.
Andy Valentine, spokesperson for Flyers, commented: “One question we continue to explore is whether liquorice is an acquired taste—like coffee or whisky—or if there’s a genetic component to its appeal. With rising interest in bold and sour flavours, this could be a timely opportunity for liquorice to connect with new audiences. Flyers aim to offer a balance of traditional and contemporary tastes, and the upcoming pack format is expected to support this by being widely accessible across a range of retail channels.”
The new four-pack will carry a recommended retail price of 79p.
