Iconic Australian confectionery Brand Darrell Lea was created nearly 100 years ago under the Sydney Harbour Bridge arches. Now, the leading Australian trade agency is helping to increase its sales and expand its product range.
The business has a lot to celebrate in the coming century. It acquired the Life Savers brand and launched new chocolate blocks. Now, it is focusing on increasing exports to the United States of America and the United Kingdom.
Darrell Lea’s General Manager for New Zealand and International, Jason Clements, said that the U.S. is its largest export market and accounts for 15 to 20 percent of its total revenue.
” We own the US model and have strong infrastructure and expertise to begin tacking chocolate and confectionery on our liquorice offerings,” Clements stated in a statement.
” There are significant opportunities to expand new product distribution and development. We’re excited for the future .”
Darrell Lea’s liquorice is very popular due to the fact that it differs from American. Soft black liquorice made from plant matter, without palm oil and with natural flavors, is free of preservatives.
American liquorice is, however, harder and chewier. It also contains artificial ingredients.
” Our high-quality product has better ingredients, taste and texture than the rest,” Clements stated.
” We were the first to market with soft liquorice. Thanks to Darrell Lea .”
, Australian liquorice has become a sub-segment within the US liquorice category.
Austrade is the Australian government’s international trade agency. It supports Darrell Lea’s US- and UK ambitions by providing market information and connecting him to distributors.
Darrell Lea plans to increase sales beyond grocery stores.
“Confectionery sales are much higher than grocery sales,” Clements stated.
” We have identified channel mix to be an essential component of our future plans .”
Free Trade Agreement to open doors to UK expansion
Darrell Lea hopes to duplicate its US success in Britain once a free-trade agreement enters into force.
The Australia-UK Free Trade Agreement signed in 2021 will eliminate the current tariffs on Australian liquorice and chocolate that have made it hard for the confectionery company to compete.
” “When the FTA enters into force, the tariffs for liquorice and chocolate are set to disappear,” he stated.
” Our products will be more competitive within minutes. This will open up the UK to us .”
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Founder Harry Lea gave the liquorice away for free, in brown paper bags. The confectionery was well-received. Darrell is Harry’s fifth child and last. The name of the company was chosen because it sounded best.
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Jessie Zhang, a journalist based in Sydney who covers Australian news with a focus on the environment and health. Contact her at [email protected].
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