Businessman Derek Rodgers is hoping to shake up the confectionery market – by launching Huddersfield Town sweets.
Marketing expert Derek, 52, of Highburton, runs confectionery firm Enjoy-i and is about to tackle Italian giant Ferrero’s famous Tic Tac mints with blue and white sweets called Town Tactics.
Dad-of-one Derek is hoping his business tactics prove as tasty as his sweets as he launches with Town on September 22.
Northern Ireland-born Derek, who has lived in Huddersfield for 30 years, set up his own business six years ago after a career with some top name brands.
His company produces mint, fruit and chocolate confectionery mainly under discount chain Aldi’s own brand.
Enjoy-i sees football as a growth area and managing director Derek has signed a deal with Town which will see the club make money from every pack of Town Tactics sold.
Derek is not afraid of Tic Tac’s dominance and said: “We think Town’s loyal fan base will really go for this. We think they will switch but in what numbers we don’t know. It’s an impulse purchase.”
The packs, which cost £1.50 each, have 80 tiny white peppermints on the left and 80 blackcurrant-flavoured Town blue sweets on the right. A patented design allows a choice over which sweet is released from the box.
Derek, based at Huddersfield Media Centre, said the Tactics name came from the club and isn’t worried about its similarity to Tic Tac.
“I understand the name Tac Tics was registered in the past but that has not been renewed,” he said.
Tactics will be sold at both Town shops and at the till in all outlets in the stadium. Talks will also get underway with retailers within a five-mile radius but the club will benefit financially from all sales.
The club might also benefit on the field as well as off it.
Huddersfield Town fans take in the game against QPR below.
The pack makes a loud noise when shaken and that could generate some atmosphere inside the John Smith’s Stadium.
“It might seem a silly thought but just imagine the noise that 15,000 fans could make,” said Derek.
“The opposition fans would hear it and think ‘we want that too’. It could catch on.”
While Town fans will be the first other clubs won’t be far behind if Derek has his way. Glasgow giants Celtic could be next followed by Liverpool and Manchester United.
“The theme is transferable between sports,” added Derek. “So we’re looking at rugby union, rugby league and so on. We’re just at the start of the process.”
