Henry Goode raises the bar for soft eating liquorice

Tangerine Confectionery, the UK’s largest independent manufacturer of sugar confectionery and number one popcorn brand, is set to launch the nation’s favourite soft eating liquorice in a new grab-and-go bar format.

Since its launch in 2009, Henry Goode’s Soft Eating Liquorice has grown to become the category leading brand with sales of £3.1m* as consumers opt for the only British variety of the traditional treat. The new format will extend the current range to provide its legion of fans with the ideal on- the-go snack in a handy stick.

Made using all natural ingredients, Henry Goode’s Soft Eating Liquorice Bar is Halal Approved and contains less than two per cent – ideal for health conscious consumers with a sweet tooth.

Sarah Brown, brand manager for Henry Goode’s Soft Eating Liquorice, said: “The new pocket sized Soft Eating Liquorice Bar increases the consumption occasions catered to by the Henry Goode’s brand, giving consumers a convenient way to enjoy the nation’s favourite soft eating liquorice while on the move.

“The soft eating liquorice category is growing seven per cent 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 as both liquorice lovers and haters are converted by the distinctly milder taste and soft texture. The demand for healthier snacks has also contributed as consumers opt for a bag in place of unhealthier snacks such as chocolate.

TOP TREND

“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 and maintain our position at the top spot in the soft eating liquorice category.”

The launch will be supported by a consumer PR campaign centered around the brand’s quintessentially British gentleman mascot, Henry Goode, as he continues to encourage the nation to ‘Bite British’ when it comes to liquorice.

With an RRP of 59p, Henry Goode’s Soft Eating Liquorice Bar joins The Grocer Award-winning original bags of traditional black and strawberry-flavoured red liquorice, which are currently listed in all major grocers. 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.

*Source: IRI p/e 19th March 2011

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