Fisherman's Friend launches new blackcurrant flavour

Martin Stimson, Area Business Manager for UK and Ireland at Impex Business Management, which manages Fisherman’s Friend on behalf of Lofthouse of Fleetwood Ltd, comments: “We are backing Fisherman’s Friend for future growth with a range of high profile marketing activities that will propel the brand back into the UK consumer’s mind. The launch of Sugar Free Blackcurrant marks the start of an exciting phase for the brand and we are extremely confident that the new product will encourage significant trial amongst new consumers.”

Research carried out by Fisherman’s Friend indicates that fruit flavours appeal to a younger consumer and blackcurrant is by far and away the most popular fruit flavour in the UK medicated confectionary sector, accounting for 40% of all sales. The launch of Fisherman’s Friend Sugar Free Blackcurrant will be supported by the use of over 1 million sample packs in experiential marketing activities taking place between September 2008 and March 2009.

Fisherman’s Friend produces 13 flavours of lozenges for the global market, seven of which are available in the UK (Sugar Free Blackcurrant, Original Extra Strong, Aniseed, Cherry, Sugar Free Mint, Sugar Free Original and Sugar Free Lemon).

Fisherman’s Friend is exported to over 100 countries around the world. 70% of sales remain in Europe with the UK currently accounting for 4% of total production.
Fisherman’s Friend was first produced in Fleetwood, Lancashire, in 1865 by pharmacist James Lofthouse. Fleetwood was one of the UK’s great fishing ports and

Fisherman’s Friend was originally produced to help the fishermen combat the coughs, colds and bronchial problems that they suffered from on their long voyages into the inhospitable waters and freezing conditions of the North Atlantic fishing grounds. It was not until 1974 that Fisherman’s Friend was first exported to Norway, which remains the highest per capita consuming market in the world today.

Lofthouse of Fleetwood Ltd has won the Queen’s Award to Industry for Export Achievement on three occasions.