Page 12 - Fisherman's Friend Case Study

Markets & Availability

In 1974, Fisherman's Friend was
exported to Norway because of

their cold climate and their fishing
heritage. Germany where ‘strong

candy’ was appreciated, soon

followed and became the

dominant export market. Then came the Far East and
Fleetwood began producing 'spicy mandarin', 'cherry' and

so on.

“The Germans get through packs of Fisherman's Friend in

much the same way that we consume crisps or chocolate

bars.

Young Germans see it as a funky pick-me-up, a sort of chewy

Red Bull.

The Scandinavians enjoy a salty version designed for a palate

that thinks pickled fish is yummy.

In many Far Eastern countries, the lozenges are regarded as

a luxury item on a par with a box of chocolates.

Thailand loves fruity Fisherman's Friend in chewing gum

form.” (2)