A Royal Sweet Tooth: How Kiwi Snack RJ’s Licorice Scored a Spot with King Charles
A compact New Zealand confectionery company, RJ’s Licorice, is enjoying a moment in the spotlight after a bag of its iconic black licorice was spotted in King Charles’ car. The discovery, highlighted in a video posted by the company, has sparked excitement both in New Zealand and internationally.
From Levin to Buckingham Palace: A Kiwi Success Story
Founded in 1995 in Levin, New Zealand, by Roger Halliwell and his son Regan James (RJ), RJ’s Confectionery has grown from a local favorite to an internationally recognized brand. The company offers a range of licorice and chocolate products, but it’s their black licorice that’s captured the attention of royalty.
A spokesperson for RJ’s shared that the company was “just as delighted as everyone else” to see their product featured. They also revealed that Queen Camilla previously attended a Waitangi Day celebration hosted by their UK distributor, leaving with a selection of RJ’s treats.
The Power of Social Media and Unexpected Endorsements
The story gained traction thanks to RJ’s proactive leverage of social media. Posting the video of the licorice in the King’s car with the caption “Turns out RJ’s Licorice is fit for a king” instantly generated buzz. This demonstrates the power of organic social media marketing and the impact of unexpected endorsements.
This isn’t the first time a seemingly small brand has benefited from a royal connection. Similar boosts have been observed for brands featured in royal gift guides or publicly used by members of the royal family. The “Kate Middleton effect” – where products worn or used by the Princess of Wales experience a surge in sales – is a well-documented phenomenon.
What This Means for New Zealand Exports and Brand Recognition
The incident is a significant win for RJ’s and for New Zealand exports in general. The company emphasized that being a proudly New Zealand-made product makes this recognition particularly special. It highlights the quality and appeal of Kiwi-made goods on the global stage.
New Zealand’s food and beverage sector is a key contributor to the country’s economy. Success stories like RJ’s help to build brand New Zealand and open doors for other exporters. According to data from the New Zealand Ministry for Primary Industries, food and fiber exports totaled NZ$53.6 billion in the year ended June 2023.
The Enduring Appeal of Licorice
While licorice isn’t universally loved, it maintains a dedicated following, particularly in Northern Europe and New Zealand. The unique flavor profile – a combination of sweet, salty, and slightly bitter – appeals to a specific palate. RJ’s offers a variety of licorice flavors, catering to different preferences.
Frequently Asked Questions
What is RJ’s Licorice?
RJ’s Licorice is a New Zealand-made confectionery company specializing in licorice and chocolate products.
Where is RJ’s Licorice from?
RJ’s Licorice is based in Levin, New Zealand.
How did King Charles obtain RJ’s Licorice?
A bag of RJ’s Licorice was spotted in his car. The company believes Queen Camilla may have been gifted some at a previous event.
Is RJ’s Licorice available internationally?
Yes, RJ’s Licorice is exported to various countries, including the UK.
Did you know?
Licorice root has been used for medicinal purposes for centuries, dating back to ancient Egypt.
Pro Tip:
Support local businesses! Choosing New Zealand-made products like RJ’s Licorice helps boost the local economy and showcases Kiwi ingenuity.
Desire to learn more about New Zealand’s thriving food and beverage industry? Visit the Ministry for Primary Industries website.
What’s your favorite Kiwi snack? Share your thoughts in the comments below!
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