The fiery lozenges produced by Fisherman's Friend have cleared the sin-uses and warmed the chests of generations of the port's mariners. But for the present day generation they just aren't the trendiest thing to be seen eating.
They may have an export market all over the globe but, according to a survey, the typical buyer of Fisherman's Friend is male, aged over 45 and living in the north of England.
Whippets and flat caps aren't mentioned, but you get the picture.
Now the Fleetwood-based company has recruited a PR agency to improve that image and help the sales drive.
That will include targeting Londoners through the Metro newspaper as well as the company's Friends Reignited website – which introduced smokers to the 'new circumstances' brought in by the ban on smoking in public places and offering a fiery alternative to the cigarette.
But on the streets of Fleetwood yesterday there were numerous young people who spoke out in defence of the menthol and eucalyptus treat.
In the port, it seems, they take them with their mother's milk.
Donna Hammill, 23, of Belmont Road, shares hers with son Lewis, aged two.
She said: "I like the aniseed and cherry ones. I like the taste – I like them all.
"I have eaten them since I was about five and I love them.
"If I'm having one Lewis will come up and say 'sweetie, sweetie' and wants one. He loves them as well."
Joshua Ingham, 16, of Mount Street, said: "I've
always had them. I eat them because they are a Fleetwood product. I think every Fleetwood household has them, don't they?
"I usually have them for a cold.
"I can understand why a lot of young people wouldn't eat them because they don't have a bright packet and they are not advertised on national TV or part of a big brand like Cadburys or Schweppes.
"They need to be marketed better and there isn't enough advertising in the town or in the press."
The task of turning the tide has gone to Richmond Towers Communications whose spokeswoman Zarya Deighton said: "There will be more press and publicity and at the moment, Fisherman's Friend is involved in sponsoring the World's Strongest Man Competition. The idea behind that is the relation to strength.
"But there will be some new flavours launched in September. There will still be an element of strength but they will make them more appealing to more people."