Quirky liquorice pack targets trendsetters

Fyna Foods Australia has launched a range of liquorice with quirky, bespoke illustrations on its packaging.

The product was released under the brand name of Superior Liquorice Co, and is designed to appeal to style-conscious young adults.

The packaging and branding features nostalgic illustrations by Craig McGill, whose artwork also features on Australian banknotes. The front-of-pack shows a hot air balloon with vintage lettering and the words: “The fantastic voyages of the airship”.

Fyna Foods Australia CEO Gillian Powell said the company saw the potential in marketing soft eating liquorice to younger consumers, who were recognised to have more “adventurous” tastes than previously thought.

“Superior Liquorice Co’s point of difference is its unique brand story which evokes imagination and a sense of adventure, which we know our audience will love,” Powell said.

There are smooth milk, dark and white chocolate options in the liquorice range, which is manufactured in Melbourne.