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Liquorice Chocolate: The Sweetest Combination, delightful.

liquorice allsorts and liquorice chocolate

Indulge your taste buds in a heavenly combination that will satisfy your sweet tooth like never before. Get ready to unravel the luscious world of liquorice chocolate, where decadent cocoa meets the aromatic allure of liquorice. In this article, we will explore the irresistible delight of this unique confectionery fusion that has captured the hearts of chocolate enthusiasts everywhere.

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How We Found Ourselves in ‘Licorice Pizza’ St Vals

licorice pizza

Just like the dream of our company, which was born on Valentine’s Day in 1994, is the character Gary Valentine from Paul Thomas Anderson’s vibrant film, ‘Licorice Pizza’. As if winking at us across the multiverse, this character, set against the eclectic backdrop of 1970s Los Angeles, shares our namesake and navigates the world with a spirit uncannily akin to our entrepreneurial ethos. The striking parallel between our journey and Gary Valentine’s had us on the edge of our seats during our first viewing of this critically acclaimed film. We couldn’t help but feel a sense of cosmic connection to this cinematic masterpiece.

While our journey as a company has been full of ups and downs, just like Gary Valentine’s path to stardom in ‘Licorice Pizza’, we have always stayed true to our roots and never compromised on the quality of our products. Much like the film itself, this is why our company has garnered a loyal following and critical acclaim. We believe that just like Gary Valentine’s character, who hustles his way towards success in the competitive world of Hollywood, we, too, have hustled our way into the hearts of our customers with our delicious liquorice treats.

Join us as we delve into the parallels of our journey and the near-miss stardom that tied us to this critically acclaimed film.

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Liquorice Allsorts: A Quick Guide to the Classic Treat  

a jar with spilled Bassetts Liquorice Allsorts Sweets

When George Bassett made the daring move to establish his company in 1842, he never predicted its success. But as of 1852, shortly after the opening of the first factory in Sheffield, South Yorkshire, his venture began to bloom and thrive.

Bassett’s steady growth was powered by its flagship product: Bassetts Liquorice Allsorts Sweets.

This product has become so beloved that it is now on sale around the world, over one hundred and sixty years later!

The company stands as a testament to sturdy business principles, directional perseverance and strategic vision.

It has endured droughts and turbulence in the history of its 165 years and continues to be a respected name even today.

But how did this delicious treat come to be?

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Uncovering the Delicious Secrets of Liquorice Sweets

bunch of liquorice sweets

Welcome to the fascinating world of liquorice sweets! It’s a treat millions of people worldwide have enjoyed for centuries. You probably already have your favourite brands and types of liquorice you love most, but have you ever wondered about the origins of this unique flavour?

The definition of confectionery is any food made from sugar, often in combination with other ingredients such as chocolate, nuts, or fruit. Liquorice is extracted from the roots of the liquorice plant, which is native to the Mediterranean and certain parts of Asia. This combination and how it’s used as a flavouring ingredient create some of the most delicious and iconic sweets and treats.

In this article, we will dive deep into the history and production of liquorice sweets and also explore the health benefits of natural Liquorice roots and the cultural significance of this popular confectionery product. So get ready to uncover the delicious secrets of liquorice sweets!

Licorice steeped in vinegar, with honey and cloves. It will give you some strength and clear your head.

Author: George R R Martin
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Barratts hard liquorice sticks 

Barratts hard liquorice sticks

Barratts Hard Liquorice Sticks – A classic British sweet made by Barratt’s. The original recipe has been kept secret since 1892. 

In recent years, the popularity of liquorice has increased significantly. It is now sold in almost every country around the globe. Because of this rise in demand, production and quality standards have gone up. Some suggest that the liquorice made today tastes and feels much better than it did in the past. It follows that improvements to processing and access to better technology have the potential to increase efficiency, but ingredients in confectionery making are pretty much the same as a century ago. 

Does nostalgia play a role in how we perceive taste? 

Today, we will look at one of the best liquorice products currently available from the UK-based company Barratts. First, we are going to look at their hard liquorice sticks. Barratts Hard Liquorice Sticks are made using only the finest natural ingredients and quality liquorice extract. They contain absolutely no artificial colours, flavours, or preservatives. Furthermore, these liquorice sticks are made using a tried and tested recipe, some say, a secret recipe. The resulting product is hard, chewy, and delicious. 

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The Best Story of Licorice Allsorts

Licorice Allsorts

When George Bassett founded his sweet company in 1842, he could never have imagined the success his business would bring him. Bassett’s first factory opened shortly after in 1852 in Sheffield, South Yorkshire, and the company has remained there ever since! One of Bassett’s most popular products is Licorice Allsorts. But how did this delicious treat come to be? 

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Discover the Many Health Benefits of Liquorice Root

liquorice root and flower for a blog on the benefits of liquorice root

The benefits of liquorice root are many and well documented. This centuries-old plant has a lot to offer us regarding natural medicine. From easing digestive issues to reducing inflammation, liquorice root is a powerful ally against many common ailments.

If you are like most people, you probably think of liquorice as a type of candy that you enjoy eating occasionally. But what you may not know is that liquorice root has some fantastic health benefits! This perennial plant, also known as Mulethi in India, has been used for centuries to treat various health issues. Read on to learn more about the benefits of liquorice root and why it might be called a “wonder plant.” 

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My Sweet Liquorice, as luck would have it, I found you love it.

ropes of sweet liquorice

Sweet liquorice is this nation’s oldest and possibly favourite confection. Pontefract, a spiritual home for it. Little did I know when I started the Saint Valentines Liquorice Co in 1994 to supply the finest quality Italian liquorice, just how passionate we are about it. Britain and specifically Yorkshire can be very proud of its liquorice roots (no pun intended). Our love affair with the sweet black liquorice stuff goes back a long, long way. But as luck would have it, my sweet Liquorice met everyone’s expectations of what “proper liquorice” should taste like.

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Valentines Day- When Love named a Liquorice business

heart drawing about how Saint Valentines Liquorice Company got its name on Valentines Day and Liquorice

Valentine’s day 1994, and I had a liquorice business concept forming, mostly in my head but I’d taken practical steps too. I secured an exclusive contract to import a brand new liquorice product to the UK. A small bank loan and all my savings bought me shipping, storage and a stall. I had a list of shows and events that liked my idea. What I didn’t have was the brand name. But on a cold February morning in my dear friend Julie’s kitchen, Saint Valentines Liquorice Company was born.

The story goes, I’d met an old Yogi, whilst travelling in India who’d instilled an idea in me. Through mediation, kindness and a stick of liquorice root for good health, I can find happiness. My encounter with Guruji was five years earlier, and the only part, I’d taken to the heart of the sage advice given me was about the liquorice. Well, that’s what I told myself anyway.

Liquorice from the Fjords

The liquorice I was about to start importing, I’d first come across four years earlier in Oslo, Norway, where I lived and worked. It was nothing like the liquorice root stick I was diligently chewing. No, this was different. Long, shiny, black twists, looking like an edible rope. It was not only black, but there were also reds, greens, browns, blues, and orange—a rainbow-like kaleidoscope of liquorice confectionery.

Not only did it look and taste amazing, but the good folks of Oslo also loved it. My friend Magna, (there’s a right old Norwegian name) sold it from a small wheeled barrow boy cart. Most days during the summer he’d roll it out, and set up shop in the popular Aker Brygge, amongst the restaurants, bars, cafe’s and shops next to Oslo fjord. I managed one of these restaurants, so I provided the overnight storage for his stall and stock. That’s when a small seed of an idea settled somewhere in my subconscious, and I became quite an expert in product tasting to boot.

A Valentines Day & Liquorice Name

It was Julie who suggested Saint Valentines on that cold morning. I understood people who liked liquorice were very passionate about just how much they enjoyed it from my earlier Norwegian experience. They claimed they loved it. What can’t we do when we are in love? Quite a lot, apparently. Our rational thinking mind disengages, but that’s another story. On a day that commonly celebrates the notion of romance and love, what has rationality got to do with it? And so the Valentines Day Liquorice Co. name began to form.

Long Liquorice, Long Name

Personal brand names are hot in 2021—Microbusiness names attract the generation Zs and millennials. They don’t trust big corporations, like Netflix, Airbnb, Apple, etc., but they love their branding. In 1994, I wanted to create a memorable brand and liked Valentines Liquorice and its long-form. It seemed to suit the products, after all until now, nobody sold liquorice sticks 50cm long in the UK. And so after bouncing ideas, listening, drawing and umpteen cups of tea, we settled on St Valentines Liquorice Co.

cropped SVLC FINAL Favicon 512

Cupid shot your arrow

Brands are continually searching for new ways to engage audiences, and many of them are discovering that art and illustration is an excellent way to go about this. A few years into the business, we did this when Elaine (my wife) illustrated Cupid in our logo.  We love our Cupid, and so it seems to do our customers. Incorporating art is vital and Elaine is our resident artist. We want our customers to connect with our brand because it is personable and familiar, even though the name is long and not automatically on-trend.

Saint Valentines Liquorice Company

And so, after 27 years, on the eve of our naming day amid a global pandemic, we’re incredibly grateful, that we have this unique story. You reacted with interest, passion and enthusiasm when we did our first show in May 1994. The same year we went to Glastonbury Festival because the trade manager liked our concept so much, but had no allocated space. We had to wait 24 hours in the wholesale compound until he found a small gap between two long-standing caterers stalls. The Festival was open, and hundreds of thousands (this was before the fence) were onsite. We set up, opened, and sold from that kaleidoscope of liquorice confectionery and made friends, some for life. And our name stuck, just like the mud.

Happy Valentine’s folks.

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