Tasting Kit
The story of the best liquorice ever
The story of the best liquorice of all time begins in 2015. No, strictly speaking it's 1990: that's when Klepper sr. (who was then simply called Willem Klepper, as Klepper jr. had not yet been born) opened his confectionery stall at the weekly market in Alkmaar. So in 2015, Willem Klepper has been at the market for 25 years. To mark the occasion, he wanted to create the tastiest liquorice ever. As a free gift for all his customers. Thanks to this wealth of experience, he knows exactly what he himself and what people find delicious: a full-sweet liquorice with a slight hint of ammonia in the background for the necessary spice and a pleasant bite. Not too firm, not too soft. A bite that almost evokes a sense of nostalgia. And is reminiscent of the liquorice enjoyment of times gone by. He puts the ingredients down on paper and goes to a confectionery manufacturer together with Klepper Jr. After a phase of experimenting with quantities and drying times, the breakthrough was achieved: the tastiest liquorice ever was ready for the market launch.
Klepper & Klepper show their generosity
The plan is to distribute 1,200 small bags. These 1,200 bags are gone in the blink of an eye. Klepper & Klepper seem to be holding gold in their hands. Black gold. The customers of Klepper sr. and Klepper sr. agree: this is indeed the tastiest liquorice ever. Everything is just right. People keep coming back. From all over the country. They even find their way to the Alkmaar market from the remotest corners of the country. They all love liquorice. But Klepper sr. has to disappoint them: The tastiest liquorice of all time is an anniversary gift. With no prospect of return. But he hasn't reckoned with Klepper Jr. Klepper jr. realises that this liquorice has more potential. Much more. Especially because of two things that are not even in it: Gluten and gelatine. The recipe does not contain any gelatine. In addition, the ‘wheat starch’ that is usually used is replaced by potato starch, which makes the product gluten-free. Klepper Jr. (who studied business administration, so gets to the bottom of things and recognises his opportunity) knows that this liquorice comes at exactly the right time. Gluten- and gelatine-free, but made with a lot of love: that's exactly what people want today. And they are happy to take a diversion to get it.
The best liquorice!
Klepper liquorice, as the most delicious liquorice is popularly known, needs its own packaging. And a name that expresses what people can expect. A name that captures the imagination of people who have never heard of Klepper sr. and his market stall. After intensive weighing and testing, Klepper & Klepper agree on a name for this liquorice. They do this with the self-confidence typical of market traders, not hiding their own light under a bushel: The best liquorice ever. No more. No less. After developing a packaging that ensures that the best liquorice in the world always has the right degree of dryness, Klepper jr. travels across the country to bring the best liquorice of all time to the people via upmarket specialist retailers. His method is as simple as it is daring: he knows that the liquorice sells itself, so to speak, as soon as people have tasted it. He packs a few product boxes into the boot of his car and visits the specialist shops where he thinks liquorice should be on display. He hands each owner a box and says: ‘Have a taste. If you need more, just let me know'. He adds a business card and heads off to the nearest speciality shop - safe in the knowledge that a call will come a few days later. I wonder if he can deliver a few more boxes.
Beyond the national border
The end of the story: within a year, the best liquorice of all time is available everywhere in the country. Not in supermarkets, mind you. Of course, supermarkets also call regularly. Or get in touch by e-mail. Tenor: The best liquorice ever should not be missing on the shelves. But Klepper & Klepper always politely but firmly reject such requests. They want Das beste Lakritz aller Zeiten to retain a little exclusivity. They know only too well: as soon as it is on display in the supermarket, sooner or later there will be a marketing stunt. Stunts, Klepper jr. likes to say, are for the circus. You don't do that with the best liquorice ever. Incidentally, we strongly advise against performing any stunts while enjoying liquorice. You might get the wrong idea in no time at all. Joking aside, the best liquorice of all time is best enjoyed the way you used to enjoy a good cigar: deeply relaxed in your favourite armchair. At the end of 2019, the time was ripe for Klepper & Klepper to look beyond the country's borders. Delighting the Netherlands with liquorice from a standing start is all well and good, but how much nicer it would be to share this liquorice bliss with the rest of the world. Even if our country is unique in its own way, it is still strange that people elsewhere seem to have little interest in liquorice. It's so strange that it's probably not true at all. People in all these other countries love liquorice too - they just don't know it yet. How could they, because they haven't even heard of The Best Liquorice Ever.
Brand
Product datasheet
