About us
Delivering quality liquorice to enthusiasts, retailers, and sweet lovers across the UK and beyond since 1994.
Our Story
Where It All Began
Saint Valentines Liquorice Company was founded in 1994 by Erling McCracken — born not just from a love of liquorice, but from a belief that something so simple could bring genuine joy. The spark came while travelling, when Erling met a yogi in India who claimed a stick of liquorice, a little movement, and a moment of mindfulness could change your day.
Back in the UK, that inspiration turned into action — and Saint Valentines was born. What began as a one-man mission quickly grew into a respected name in quality liquorice, with Erling at the helm sourcing products, packing boxes, and personally serving customers who’ve stayed with us for decades.
Pioneering Liquorice in the UK
The First to Bring Proper Liquorice to the UK
We were the first in the UK to import Gelco liquorice — made in Calabria, Southern Italy — with distinctive sizes, bold flavours, and a softer texture that turned heads. It didn’t take long before our stall appeared at Glastonbury Festival in 1994. We haven’t missed a year since — all the way to lockdown in 2020. The same goes for WOMAD, where we’ve traded every year since 1996.
We’ve introduced thousands of festival-goers, sweet shops, and curious newcomers to proper liquorice — and though we’ve been copied many times, we’re proud to say we’ve never been surpassed.
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What Makes Us Different
Why Customers Stick with Us
We’re not just an online shop. We’re an independent, family-run business with over three decades of hands-on experience. We select and import the finest liquorice from Italy, Finland, Spain, and Sweden — always with an eye for quality, originality, and flavour.
Whether you’re after a single bag of liquorice sticks, a gift box of sour-filled ropes, or a wholesale case of soft coins — you’ll find care, consistency, and honest service in every order.
Our incredible team are here for you
Elaine McCracken
Partner and Boss
"The best part is seeing people fall in love with liquorice for the first time — it never gets old."
Leela Joachim
Daughter and Boss
"I grew up surrounded by liquorice and laughter — now I get to share both with our customers."
Louis McCracken
Son and Boss
"You'll never find a product or a festival quite like this — liquorice has a way of sticking with you."
Erling McCracken
Everything Else
"It’s simple — do it properly, do it with heart, and people will keep coming back."
Some history liquorice has
