Stockley’s, a 106-year-old confectionery company, is redefining its brand to resonate with modern consumers.
- The company is enhancing its sugar-free product lines to align with current health trends.
- Key brand lines such as Flyers liquorice are receiving a packaging update after decades.
- The company plans to enter the gifting market, tapping into export opportunities.
- Efforts are underway to establish Stockley’s as a leader in the speciality confectionery sector.
Stockley’s, a seasoned name in traditional confectionery, is embarking on a brand reinvention to better connect with today’s consumers. The company, founded by Malcolm Stockley post-World War I, aims to blend its rich heritage with contemporary trends. Through this repositioning, Stockley’s seeks to leverage its longstanding expertise while meeting the evolving tastes of modern sweet lovers.
In response to changing consumer preferences, Stockley’s is expanding its sugar-free offerings. This move is a direct response to the growing demand for health-conscious options without compromising on flavour. By focusing on sugar-free innovation, Stockley’s aims to attract a wider audience who are mindful of their dietary choices yet nostalgic about their sweet indulgences.
The company is also rolling out a new look for its beloved Flyers liquorice. This iconic product is receiving its first packaging redesign since the 1970s, signalling Stockley’s commitment to revitalising its classic offerings while maintaining the nostalgic elements that resonate with longtime fans.
Another significant step in Stockley’s strategy is its foray into the gifting market. Historically overlooked, this segment offers promising opportunities in exports and seasonal offerings. By targeting this area, Stockley’s not only diversifies its market reach but also taps into new revenue streams.
Stockley’s spokesperson Andy Valentine describes the company as “a 106-year-old start-up,” highlighting its innovative spirit in a traditional industry. He points out the unique appeal of Stockley’s products like the bespoke Treat Cartons available in select outlets, crafted to differentiate from mass-produced sweets. This initiative is part of a broader effort to cement Stockley’s presence in the speciality confectionery sector.
By creating bespoke packs featuring classic sweet combinations, Stockley’s is catering to enthusiasts who prefer curated selections over standard assortments. This approach underscores the company’s dedication to providing tailored experiences for its customers, aligning with its strategic goal to enhance consumer engagement and brand loyalty.
Stockley’s endeavours to continue its legacy by innovating and adapting to new market demands, ensuring its place in the confectionery landscape.
