Page 4 - Fisherman's Friend Case Study

Change however, was

forced on the family
business in the 1960s
and 70s when first, the

cod wars on fishing

rights in the North

Atlantic between the

U.K. and Iceland (1958-

76), occurred. These

disputes ended in
Icelandic victory, leading

to the destruction of the
Fleetwood’s fishing
industry. The second,

was the introduction of
Doreen into the
Lofthouse family in

1963.

It was Doreen Lofthouse, from the early 1960s, who

recognized the potential of "Fisherman's Friend". Under

her guidance, these extra strong lozenges were
turned from little more than a sideline at the chemist's

shop into a global brand selling some 5 billion lozenges

annually, worth £51 million, to some 120 countries.