Page 8 - Fisherman's Friend Case Study

began looking at foreign markets. Doreen created the
aniseed lozenge in 1974, then a sugar-free version

appeared in 1979 followed by a 'mint', 'lemon' and 'apple
cinnamon'.

'You know why our aniseed lozenge is the size it is? Because

when we invented it in 1974, Doreen said: "Make it the size of

this button on my dress."

To this day, it's exactly the size of that button on Doreen's

dress in 1974.' (2)

Original Extra Strong lozenges
contain sugar, liquorice

extract, menthol, eucalyptus

oil, dextrin, tragacanth, and

capsicum tincture.

The sugar free versions of the lozenges contain sorbitol,

aspartame, menthol, vegetable-sourced sucralose, and

acesulfame K. Often they have anti-caking agents added

such as magnesium stearate. Each different flavour will

have unique ingredients. For example, the blackcurrant

flavour variant includes elderberry juice extract. (3)

The lozenges are relatively unchanged since their

creation. The original paper packets later became foil-

lined and packaged in a cardboard carton. In some

locales the standard 25 gram paper-foil packs are
replaced by collectible tins, which can sometimes be

redeemed from the manufacturer in exchange for a