Switching to metal tins from Glud & Marstrand has seen Finnish brand owner Halva increase sales of its Lakritsi liquorice brand by nearly 40% in just four months.
Last autumn, to differentiate itself from competing liquorice brands, Halva began selling the liquorice in 99mm diameter three-piece stainless steel cans from Glud & Marstrand. The confectionery company had previously used foil and cardboard packs, still used to some extent domestically but, with no other Finnish confectionery producer using metal for liquorice, felt it was onto a winner.
“We predicted a 10-15% sales increase, so a rise of nearly 40% came as a very pleasant surprise to us,” explains Halva marketing manager Esa Harkonsalo. The company says the sales lift has occurred even though the tins cost consumers 50% more to buy than the cardboard packs.
The cans' introduction, with their upmarket feel, has also enabled Halva to incorporate the liquorice into its duty-free range for the first time.
