Norway’s most popular liquorice brand, IFA, was originally launched in Norway in 1930.
Finnish salty liquorice fans will have the opportunity to get a taste of the good stuff in January 2009 when IFA pastilles arrive in Finnish shops. Traditional IFA liquorice will be available in small boxes and the sugar-free variety in small bags.
Responsible for the launch is Norway’s leading sweets manufacturer Nidar, in cooperation with the Finnish sweets manufacturer Panda. The two companies have previously launched another Norwegian treat in Finland – the Smash! chocolate snack. It was launched in early 2008 and proved a popular success.
- We believe that Finns, a nation of liquorice lovers, will appreciate the unique IFA flavour. The product has done well in market testing in Finland. For Norwegians the brand has been an important name for decades, says Per Kåre Langlo, head of international operations at Nidar.
The IFA liquorice will be launched in three variants, the original salty liquorice variant sold in 34 gram boxes, and two sugar-free liquorice variants in 31 gram bags. The bags come in strawberry liquorice and sweet liquorice flavours.
The name of the brand comes from a popular 1930s Norwegian opera singer, Ivar F. Andresen. His name and signature still decorate the packages; an attempt was made to remove them in the 1970s, but this had a negative effect on sales. Since 1984, Ivar’s picture once again features on every IFA pack.
Norwegians like their pastilles
Salty liquorice, or salmiak, is more widely enjoyed in the Nordic countries than anywhere else in the world. Finns are the leading consumers, with an average annual consumption of 1 kg per capita. Norwegians consume exactly the half, 500 gram per year in average. Norwegians, however, eat twice as many pastilles as the Finns and Swedes, and Nidar believes that there is a market for these pocket-size packets in Finland.
- People deserve a small treat once in a while. The IFA pastilles are a perfect everyday treat, says Langlo.