CATEGORY LEADERSHIP AWARDS LICORICE

Thelicorice category has succeeded in captivating shoppers with a sweet tooth who appreciate the nostalgia associated with this sweet and chewy confection while simultaneously enhancing the category’s offerings with licorice that improves upon flavor, mouthfeel and packaging. Bringing together two unique types of consumers is no small feat. However, licorice category leaders have managed to captivate both sides with flavor profiles that resonate with pleasant memories and keep current consumers eagerly awaiting the next flavor. The demand for licorice rests on more than emotions. Data reveals licorice outpaces other types of popular confections. Flavors, variety and bright packaging are helping to keep licorice in consumers’ carts.

“Licorice is one of the fastest growing categories in confection today, outpacing taffy and chewy candy and non-chocolate candy,” said Kenny's Candy Company’s VP of Sales, Steve Ornell. “Unit sales continue to grow despite the average unit price being the highest within these three categories. That said, the average unit price change is the lowest in the three categories. Wiley Wallaby brand is growing three times faster in dollar sales than other top selling licorice brands, with Wiley Wallaby units sales growing faster than the rest of the category. Wiley Wallaby is No. 3 ranked licorice brand and represents 18 percent of the licorice net growth vs a year ago.”

“For years, consumers knew licorice only as traditional red and black twists,” said Kenny’s Candy Company’s Director of Marketing Jadi Anderson. “As consumers have evolved, the industries have had to change as well. This change has been vital to our success with Wiley Wallaby—the bigger bite and better flavor was something that consumers were, and continue, looking for. Moving forward, we anticipate that these standard offerings will remain core to our business. However, we continue to see a desire for more customized products that offer a variety of claims, including things like low sugar, gluten-free, beneficial add-ins.”

“Here at Kenny’s, in addition to analyzing current trends and data, we have a skilled research and development team and active sales andarketing teams that help to inform new products,” she continued. “They work hard each day to make sure that our current products remain top-notch and help us to explore innovation. Because all these teams are entirely in-house, we’re able to ideate and react faster than others. Whether it’s a new flavor, ingredient alternative or new format, Kenny’s has proven over the last 35 plus years that we’re willing to explore almost any idea that furthers the licorice market!”

“The licorice category is continuing to lean in more towards premium licorice as consumers look for softer, more flavorful and cleaner licorice to snack on,” said Megan Vail, Darrell Lea Category Manager. “Our brand is built on quality and authenticity with best in market claims as well as ingredients. We are proud to use natural colors and flavors, no preservatives, non-GMO ingredients, sustainable cocoa as well as being 100 percent palm oil-free."

Consumers are demanding betterfor-you choices across categories and licorice is no exception. What seems like a tall order coming from the confections side, leading suppliers have met the challenge to offer a better for you, less processed option. “Kenny's Candy Company has shown great leadership in better for you options which include last year’s introduction of Wiley Wallaby 1G Very Berry, which is a low sugar, and gluten-free option for consumers,” Ornell said. “At Sweets and Snacks Expo, we launched a second SKU 1G Watermelon. Both items contain no sugar alcohols, are certified gluten-free, naturally flavored, and vegan. The packaging is outstanding, and we kept the soft chewy texture and burst of flavor our consumers love.”

Darrell Lea continues to follow the same recipe its founder invested in more than 50 years ago, focusing on quality and ethically sourced ingredients, Vail said. "We have replaced 100 percent of palm oil with sunflower oil across all our Darrell Lea branded treats. We recently launched chocolate covered licorice bites which provide a unique offering as well as a great introductory item to non-licorice consumers to the licorice category. We are currently exploring flavor extensions to provide more flavorful options.”