Lyle's® Golden Syrup Flapjacks, our first innovation in the fast-moving consumer goods (FMCG) space, has taken U.K. supermarkets by storm. These indulgent, ready-to-eat treats combine the comforting richness of Lyle's Golden Syrup with the classic British flapjack, creating a product that has already garnered critical acclaim and customer enthusiasm.
Flapjacks, a cherished British treat dating back to the 1600s, traditionally feature rolled oats and golden syrup as core ingredients. Lyle's has perfected the recipe to deliver a luxurious twist on this classic snack. Available in stores like Sainsbury’s, Tesco, Ocado and soon expanding to Asda, these flapjacks have quickly established themselves as a standout in the competitive snack market.
Lyle's Golden Syrup Flapjacks have been further highlighted by their selection as one of the Top 12 New Product Developments (NPDs) of 2024 in the U.K. market. This recognition marks a significant milestone as we enter the FMCG category.
“This is a proud moment for our team,” said Sandra Gonilho, Head of Marketing. “Being recognized among the top innovations of 2024 validates the hard work and dedication that went into developing our flapjacks. It’s inspiring to see our brand alongside some of the most prominent names in the industry.”
The journey to create Lyle's Flapjacks began with extensive consumer research. Every detail from sensory testing to packaging design was meticulously crafted to ensure the product resonated with customers.
“We conducted deep research into consumer preferences, tested various formulations and ensured that our flapjacks delivered the perfect balance of taste and texture,” said Nick James, Marketing Director.
The recognition as a top NPD and the warm reception from both retailers and consumers signal a bright future for Lyle's in the snack category.
“As Lyle's Golden Syrup Flapjacks continue to sweeten shelves across the U.K., we are poised to become a staple in households, offering a modern take on a timeless British favorite,” said Sandra.