A 106-year-old traditional Lancashire confectionary maker is undergoing a major brand repositioning as it commits to “finally finding its own voice’ after a successful century in operation.
Stockley’s of the North was the proud project of Malcolm Stockley, who on returning home from the WWI trenches in 1918 decided that Lancashire provided the perfect location to launch a passionate handcrafted sweets manufacturer tasked with restoring some simple ‘sweet-themed’ joy to the world via the medium of top-drawer confectionery.
Stockley’s is still going strong but, noting consumer trends towards ‘cultural roots’ and ‘nostalgic childhood’ memories in the face ofd tough economic headwinds, has hatched an ambitious plan to build on its status as a trusted ‘below the radar’ supplier to the UK’s favourite sweet shops and become a branded speciality sector leader in its own right.
The company cites five key points to its plan to pivot to a more consumer-facing proposition:
- Respond to latest trends, for example the sugar-free range has been significantly enhanced
- Smartening up hero lines – (Flyers liquorice has had a long overdue packaging refresh for the first time since the 1970s
- Getting into gifting, historically an oversight, which provides opportunities to break into the export, hamper, seasonal specials markets
- Ensuring that the blossoming speciality sector (delis, food halls, farm shops) is a branded only arena for Stockley’s, where they will be represented by bespoke Treat Cartons ( such Berries & Cream and Cocktail Fizzers that can’t be bought anywhere else) in distinct Stockley’s livery
- Creating bespoke packs of classic combos (such as choc limes and rhubarb & custards) for those sweets obsessives who don’t want to rummage through selection packs
Stockley’s spokesperson Andy Valentine said: “In many ways you could almost consider Stockley’s to be a 106-year-old start-up that’s finally finding its own voice, because whilst confectionery aficionados have been merrily munching our squidgy-centred Cola Cubes, our long-lasting Pear Drops, our one-of-a-kind Coltsfoot Rock and Crumbly Butter Fudges, few would have been aware that Stockley’s from Lancashire were the architects of these small batch, sweet treats.
“Today, more than ever consumers want to foster stronger bonds with trusted ‘old-school’ manufacturers who remain a far cry from the small number of conveyor belt churning multinationals who continue to dominate most foodand drinks aisles.”
Whilst supplying the UK’s intricate network of independent sweet shops will remain central to the Stockley’s wider vision, there’s a growing appetite by the top team to showcase their fine confectionery flair by bringing bespoke subtle twists on everyday classics to the UK’s bustling speciality sector, be that dreamy Berries & Cream sweets packed with real cream and zingy raspberry centres, extra tangy chocolate limes and orange sweets, spicy Christmas Pudding fudge OR light, crispy salted caramel Malt Balls smothered in caramel-themed blonde chocolate, Stockley’s are determined to engage more readily with end consumers so that they become increasingly aware of Stockley’s unique legacy within top-notch sugary (and sugar-free) sweets.
“The world’s a slightly glum place at the moment,” concluded Andy. “But with Stockley’s working tirelessly in the name of ‘fine confectionery appreciation,’ we hope to keep providing some much-needed sweet relief.”
