Perhaps the primary learning we can attribute to Flyers is that you don’t have to enjoy mass-market appeal to be a compelling success story. Born 80 years ago and a leading voice within the Stockley’s success story (purchased by Stockley’s in 2018), Flyers has carved out an enviable niche within the UK’s resolute liquorice movement (Within Amazon online sales it became the No.1 seller enjoying 146% year-on-year growth.
Unique flavours
In the true spirit of Marmite, liquorice enjoys a unique flavour profile that polarises like few others with an unmistakable flavour profile that encompasses sweet, earthy and for a small number, ever so slightly medicinal.
Flyers is further differentiated from the crowd courtesy of it’s distinct, two-textured format that includes distinct sherbet cores, the medium by which a second, deliciously distinct flavour can be added to the mix (e.g. Cherry….).
Moving away from liquorice
In 2025 Flyers went further, stepping out of its comfort zone to take its first tentative step away from liquorice to create a Sour Apple & Raspberry geared at an altogether younger, sours loving audience.
This is a brand with a significant cult following overseas, especially within Scandinavia and Germany, which today accounts for almost a third of Flyer’s total sales.
In Autumn 2026 the eagerly anticipated gift pack will place their 5 most popular flavours within one perfectly proportioned pack (Cherry, Sour Apple & Raspberry, Mixed Fruit, Strawberry and Sour Mix).
For those who love it, the liquorice obsession often starts in childhood, creating compelling ties that can last a lifetime. For those who don’t, the reaction can be equally emphatic. And perhaps that is precisely where the opportunity lies; in an increasingly crowded confectionery market, liquorice has something many categories would envy: an offering that fosters strong opinions.
