National Licorice Day: The Best American Liquorice You Can Buy in the UK
If the word “liquorice” makes you think of Bassett’s Allsorts or Pontefract Cakes, American liquorice is going to be a surprise. In the United States, liquorice is a completely different category — soft, chewy, brightly coloured ropes and twists in fruit flavours that often contain no actual liquorice root at all. The Americans even spell it differently: “licorice” without the “qu”.
National Licorice Day falls on 12 April, and it’s a good excuse to look at what American liquorice is, what brands are available in the UK, and why they sell so well in shops that stock imported American candy.
American liquorice is a different product entirely. It’s a soft, chewy candy that comes in ropes, twists, bites, and straws. The most popular flavour by a huge margin is strawberry, not traditional black liquorice. The texture is closer to a chewy sweet than anything you’d recognise as liquorice, and the flavours are bold and fruity.
This distinction matters for retailers because American liquorice appeals to a much broader audience than traditional British liquorice. Customers who would never touch a Bassett’s Allsort will happily eat their way through a bag of Twizzlers or Red Vines.
Twizzlers are a safe bet for any shop stocking American candy. The brand recognition is strong, the price point is accessible, and the strawberry flavour is universally popular. The standard 198g bag is the best-selling format.
Red Vines come in the classic Original Red and a range of other flavours. The large tub format is popular for sharing and events.
Twizzlers and Sour Punch also cross-sell well with other American candy categories. Customers buying Nerds, Sour Patch Kids, and Warheads will often pick up a pack of Twizzlers or Sour Punch Bites alongside them.
National Licorice Day falls on 12 April, and it’s a good excuse to look at what American liquorice is, what brands are available in the UK, and why they sell so well in shops that stock imported American candy.
American Liquorice vs British Liquorice
Traditional British liquorice is dark, intense, and made from liquorice root extract. It has a strong aniseed flavour that people tend to either love or hate. Pontefract in West Yorkshire was historically the heart of British liquorice production, and the flavour profile has remained largely unchanged for generations.American liquorice is a different product entirely. It’s a soft, chewy candy that comes in ropes, twists, bites, and straws. The most popular flavour by a huge margin is strawberry, not traditional black liquorice. The texture is closer to a chewy sweet than anything you’d recognise as liquorice, and the flavours are bold and fruity.
This distinction matters for retailers because American liquorice appeals to a much broader audience than traditional British liquorice. Customers who would never touch a Bassett’s Allsort will happily eat their way through a bag of Twizzlers or Red Vines.
The Best American Liquorice Brands
Twizzlers
Twizzlers are America’s most iconic liquorice brand. The strawberry twist is the classic — a hollow, chewy rope in bright red that’s been a staple of American cinemas and corner stores for decades. They’re also available in cherry, watermelon, and the pull-and-peel format where individual strands can be peeled apart.Twizzlers are a safe bet for any shop stocking American candy. The brand recognition is strong, the price point is accessible, and the strawberry flavour is universally popular. The standard 198g bag is the best-selling format.
Red Vines
Red Vines are Twizzlers’ biggest rival and have a devoted following on the West Coast of America. They’re softer and sweeter than Twizzlers, with a slightly different chew. The Red Vines vs Twizzlers debate is one of American candy’s great rivalries, and stocking both lets customers pick their side.Red Vines come in the classic Original Red and a range of other flavours. The large tub format is popular for sharing and events.
Sour Punch
Sour Punch takes the American liquorice format and adds a sour coating. The result is a chewy, tangy candy straw that taps into the sour candy trend. Sour Punch Bites are the snackable format — pre-cut pieces in bags that are easy to eat and share. Blue Raspberry is the standout flavour and one of the most TikTok-friendly products in the sour candy space.How to Stock American Liquorice
American liquorice works best positioned alongside your broader American candy range rather than with traditional British liquorice. The customer base is different — American liquorice buyers are looking for imported American candy, not Pontefract Cakes. Group Twizzlers, Red Vines, and Sour Punch together in your American candy section for maximum impact.Twizzlers and Sour Punch also cross-sell well with other American candy categories. Customers buying Nerds, Sour Patch Kids, and Warheads will often pick up a pack of Twizzlers or Sour Punch Bites alongside them.
