Stockley’s is expanding its Flyers confectionery range with a new five-flavour gift pack, bringing together established liquorice varieties alongside the brand’s more recent sour flavour development.
Scheduled to launch on 26 September, the £9.99 pack contains five 75g products: Cherry, Sour Apple & Raspberry, Original Mixed Fruit, Strawberry and Sour Mix.
The launch follows renewed investment in Flyers since the brand became part of the Stockley’s portfolio in 2018. While retaining its traditional liquorice positioning, the company has increasingly used new flavour combinations to broaden the range’s appeal and attract consumers beyond the core liquorice market.
Building beyond traditional liquorice
Flyers is distinguished by its two-texture format, combining an outer liquorice-style confection with a sherbet crystal centre. Stockley’s describes the construction as its “magic-in-the-middle” format, which has become a recognisable feature of the range.
According to the company, Flyers has recorded 146% year-on-year growth within Amazon’s online liquorice category. The new multipack is intended to bring several of the brand’s core flavours together in a single gifting format.
One of the more significant recent developments has been Sour Apple & Raspberry, introduced in 2025. The flavour represented a departure from Flyers’ traditional liquorice-led offer and was designed to appeal to younger consumers and shoppers interested in sour confectionery.
That move also reflects a wider strategy of extending the brand beyond consumers already familiar with liquorice, while retaining the distinctive filled format associated with Flyers.
Extending a heritage confectionery brand
Liquorice remains a distinctive part of the confectionery market because of its strong flavour profile and its tendency to generate clear consumer preferences. For established brands, that presents both a challenge and an opportunity: maintaining recognition among long-standing buyers while finding formats and flavours capable of reaching new audiences.
Stockley’s has positioned Flyers as part of its wider focus on traditional confectionery, nostalgia and updated interpretations of established products.
The introduction of sour flavours and the new five-product gift pack suggest a broader role for the brand within the company’s portfolio, combining its heritage credentials with formats intended for gifting, sharing and flavour discovery.
For confectionery buyers and retailers, the development also demonstrates how established brands can use flavour extensions and mixed packs to create additional purchase occasions without moving entirely away from their original identity.
