Fisherman’s Friend: A Story of Heritage and Innovation

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How a brand kept in touch with the demands of the present market.

What makes a product’s credibility and success? Is it the number of years it remains strong in the market? Or is it the brand’s willingness to keep up with the times and demands of its consumers? For Fisherman’s Friend, ticking all these requirements is what made them strengthen their foothold in the industry, all while being rooted to their rich heritage dating back centuries.
The brand, which is one of the leading throat lozenges in the market, traces its history back to 1865 when Fleetwood pharmacist James Lofthouse thought of creating a menthol and eucalyptus liquid to provide relief to fishermen who are constantly plagued by the hostile conditions of their job. After realizing that it can be challenging to consume liquids while riding the choppy seas of the North Atlantic, Lofthouse decided to create a lozenge form of his product to make it easier to consume.
From there, Lofthouse decided to expand his efforts after realizing that his product has great market potential. In 1967, Fisherman’s Friend started selling their lozenges to surrounding shops from their van. Come 1974, the products are exported for the first time to Norway and Belgium.
Today, the relevance of Fisherman’s Friend remains stronger than ever when it comes to demand. Especially here in the Philippines where work industries like Business Process Outsourcing and broadcasting flourish, professionals who use their voices as capital need a product that offer relief even more.
Thankfully, the brand has remained faithful in innovating themselves to cater to the interest of their market. This can be seen in the way they have continuously expanded their flavors to make sure that they are aligned with the varied palates of consumers. In addition, the product can also double as a breath freshener, another proof of its commitment to its clientele by adding a more lifestyle positioning to its use.

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The brand launched its first flavored lozenges, Aniseed, in 1975 after 110 years since conception of the original recipe. Five years later, with innovation at the heart of its legacy, the brand in created in 1980 their Original Menthol & Eucalyptus Flavor with no added sugar.
Come 1991, Fisherman’s Friend created its sugar free mint lozenges. It was a breakthrough move for the brand, with the recipe proving to be a huge success. With this, Fisherman’s Friend becomes the first confectionary company to produce a sugar free mint.
The brand had another momentous year in 1967 after launching its first fruit flavored lozenges, the Sugar Free Lemon. Followed by another expansion in their roster of flavors, Fisherman’s created its Cherry lozenges in 2003.
The brand’s latest addition to their product range was 2007, the sugar free Blackcurrant and Menthol Flavor lozenges. The flavor has since become a favorite among consumers.
Nowadays, Fisherman’s Friend remains to be top-of-mind when it comes to providing throat relief. From being a staple among fishermen, it now caters to a wider market thanks to its continuous product innovation. It’s now friendlier to the palate, too, with flavors that even the younger generation can definitely appreciate. In this aspect, the brand has managed to make itself not only relevant, but still in touch with today’s consumers.
Fisherman’s Friend is available in leading drugstores, convenience stores, supermarkets and groceries nationwide, for as low as Php 44.75. Its colorful history is as colorful as the flavors available here in the Philippines, from the Original Extra Strong flavor that started it all in 1865, Fisherman’s Friend has come a long way reaching our shores, providing a variety of flavors – Spearmint Sugar Free, Lemon Sugar Free, Cherry Sugar Free, Mint Sugar Free, Mandarin Sugar Free and Strong Mint.
For more information about the product, visit http://www.fishermansfriend.com and Fisherman’s Friend’s Facebook page – http://www.facebook.com/FishermansFriendPH.

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