Page 23 - Fisherman's Friend Case Study

Varieties

Fisherman's Friends are now available in over a hundred

and twenty countries, in a variety of flavours, some of

which are only available in certain countries. The majority

of flavours are sugar-free, for which the bags are striped.

(Appendix 2)

“Fisherman’s Friend launched two fruit-flavoured variants in

2014. with volume sales of Fisherman’s Friend Honey &

Lemon currently up 67.1% year on year (Ceuta: YTD October

2016). “(22)

In 2016 Fisherman’s Friend launched a new mint
flavoured lozenge to broaden the appeal of its product

ahead of winter. Research has shown that flavour is the

key driver for consumers in the medicated confectionary

category. This new variant, featured the same menthol

strength as the classic Fisherman’s Friend lozenge, but

with an added minty flavour. Such a popular flavour as

mint should further strengthen the brand’s appeal to

both new and existing customers.

The Fisherman’s Friend web site offers a challenge (23):

Which flavour are you?

Are you strong, smooth, sharp or sweet?

Take our personality test and we'll reveal which Fisherman's Friend Flavour is your
perfect match.

Take the Test!