An adult treat that appeals to kids?
Liquorice is one of those treats you may have reluctantly enjoyed as a child. Perhaps it went hand-in-hand with a long drive to nan and pop’s, where the kids were offered, a seemingly never-ending supply of rainbow-coloured liquorice all-sorts. So how do you make an old-world treat appeal to adults and kids alike?
Old-world with a modern heart
We first met Josh Symons at Fyna Foods when we completed the refresh of their premium superfine chocolate brand Pink Lady. In conversation with Josh we learned that their Fyna branded liquorice was underperforming and facing deletion in major supermarkets. The challenge for Fyna was that the brand was not as well known as competitor brands like Ballantyne and Darrell Lea. From a semiotics perspective, most of the category was heavily vested in an old-worldy aesthetic, and no brands were offering an alternative to this dated look.