Simpson’s of Hawkhurst unveils new packaging for its Goupie brand

By Douglas Yu contact

- Last updated on GMT

Goupie's new packaging is a trapezoidal box  Source: Simpson's of Hawkurst
Goupie's new packaging is a trapezoidal box Source: Simpson's of Hawkurst

Related tags: Brand management, Marketing, Price

UK-based Simpson’s of Hawkhurst is aiming to take its flagship chocolate candy brand Goupie to the next level with a packaging overhaul.

The family-owned confectionery business, which is based in Kent, has launched new packaging designed to sit more comfortably in delicatessen and London food halls than the original boxes rolled out when the brand launched six years ago.

“It was vital to keep this strong branding, but our start-up packaging was chosen because we could buy it off the shelf, in relatively small quantities and when we wanted it,” said ​founder Janet Simpson, adding the original boxes had been appropriate for the initial target market of local farm shops.

The business has invested several thousands of pounds in the new design, which Simpson hopes will reflects that Goupie is a family brand, while offering an unusual yet practical shape.

Bespoke trapezoidal box

“We chose food packaging specialist Flip Flop Design because we liked their approach to design - very practical, but sticklers for detail,”​ Simpson said. 

“I think we have achieved all these things with our trapezoidal boxes; heavily branded, but far more sophisticated than our original packaging," ​she added. "We use as little packaging as possible, and what we do use is biodegradable."

Slight price increase

Following the launch of the new trapezoidal packs, the business has increased its prices by “a few pence”.

“The retail price varies between £3.95 ($5.64) and £4.95 ($7.07), and we don't expect this to change much - although some customers may take advantage of the new 'up-market' look to push the retail price upwards.”

Goupie represents around 80% of Simpson’s of Hawkhurst’s trade, which has seen year-on-year growth since Simpson started the business from her kitchen in 2010.

The company largely manages its own distribution, with some going through distributor Love for Local​.

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