Fisherman’s Friend is launching an Original Extra Strong multipack following a strong 12 months for the brand, which saw its inaugural lozenge flavour leap to a top 10 slot within the medicated confectionery category.
Launched to hit shelves in time for winter, the 3x 25g pack is expected to continue this success and spearhead growth for the 2014-15 cold and flu season.
“Sales of medicated confectionery typically mirror the numbers of coughs and colds doing the rounds, and the warmer weather over the past year resulted in a general decline across the market,” said Martin Stimson, area business manager for the UK. “But Fisherman’s Friend is bucking the trend and continuing to grow regardless of whether consumers are feeling under the weather.
“It’s been nearly 150 years since the first Original Extra Strong lozenge was produced, but our loyal fans are continuing to reach for a product they know and trust and enjoy, irrespective of winter ailments, signalling the sheer power of brand loyalty.
“Our expectation is that launching this successful variant into the multipack space just in time for the onset of a particularly delayed winter will only drive growth further among our loyalists and those seeking to bulk buy medicated confectionery products to ease their winter ails.”
The leader of the medicated confectionery category also saw sales of its blackcurrant variant soar, with the flavour emerging as a star performer in impulse outlets, recording a 26% increase in value sales.
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