A ‘happy accident’ inspires the launch of

Batch 37,  Australia’s freshest liquorice

Some say it was a moment of genius, others refer to it as a ‘happy accident’, but whatever the tale, the re-birth of iconic confectionery brand Darrell Lea’s soft-eating liquorice is the stuff of legends.

Darrell Lea’s new Batch 37* liquorice – so named because of its concise 37-day shelf life, making it the freshest liquorice on the market – is now available in Darrell Lea stores and distributors nationwide, offering a melt-in-the-mouth experience that is second to none.

Formerly known as Original Soft Eating Liquorice, Batch 37 was born by accident one night back in 1957 at the Darrell Lea factory.  The recipe was not followed as it should and resulted in the softest liquorice the Lea family had ever produced. 

Darrell Lea CEO, Stuart Smith, said the exact story of Batch 37 remains as enigma but the finished product is the benchmark for liquorice around the world.

“No one knows precisely what happened that night, but one thing is certain – Batch 37 is the freshest, most authentic, and best tasting liquorice on the market.  Based on an original Lea family recipe, it’s something Darrell Lea has perfected over the years and it’s little wonder its popularity has spread beyond Australia to the USA, UK, Canada, South Africa and New Zealand,” Mr Smith said.

Masterchef finalist Justine Schofield has created a selection of Liquorice-inspired recipes to tantalise tastebuds and introduce Batch 37, complete with its new retro-style packaging, to sweet tooths across Australia.

“Batch 37 is set to reignite the love affair many Australians have with liquorice – you’d be surprised at the extraordinary lengths some go to in order to get their fix!” Justine said.  “I’d love people to also experience the joys of cooking with liquorice – it has such a distinctive and delicious flavour and texture and is a surprising, yet delightful addition to a whole range of dishes,” she added.

Darrell Lea Batch 37 Liquorice is available in 300g and 500g varieties, for an RRP of $3.89 and $5.89 respectively.   For more information about Batch 37 or for store locations visit www.dlea.com.au

*Batch 37 was formally known as Original Soft Eating Liquorice and is currently being relaunched, complete with its new name and packaging, across Australia.

About Darrell Lea

Darrell Lea was established in 1927 and is privately owned by the Lea family. The company has grown over the years to become Australia’s largest privately owned confectionery manufacturer and retailer, employing over 1000 people. Darrell Lea’s confectioners pride themselves on fresh quality treats including soft eating liquorice and Rocklea Road, just two of the unique products it has perfected since first being introduced in the 1950s.

ENDS

For further information or high-resolution images please contact:

Sarah-Ann Britain

DEC Communications for Darrell Lea

dlea@decpr.com.au

02 8014 5036