Goupie launches five bespoke snack-packs to target impulse-buy consumers

By Jenny Eagle

- Last updated on GMT

Orange Mini snack-packs. Picture: Goupie.
Orange Mini snack-packs. Picture: Goupie.

Related tags Brand Brand management Graphic design

Hand-made chewy chocolate manufacturer Simpson’s of Hawkhurst has launched five bespoke Goupie snack-packs in Original, Mint, Orange, Espresso and Salted Sticky Toffee flavors. 

The announcement is an expansion of the artisanal confectionery brand’s trapeziodal Kraft boxes​ for which it was shortlisted for Cartonboard Pack of the Year at UK Packaging Awards 2016.

Cool contemporary colors

Orange Minis 2

Joe Simpson, sales and marketing director, Simpson’s of Hawkhurst, said at the time it wanted to create a striking new brand identity with strong shelf appeal and worked with Flip Flop Design to develop eye-catching graphics.

With this striking suite of snack-packs we are building on the proven appeal of our existing trapezoidal Kraft boxes, while offering a 80g size, ideal for the impulse-buy/snacking market​,” said Grace Simpson, brand manager, Goupie. 

True to the design ethos of our current 180g Goupie boxes, the Mini snack-packs feature eye-catching vector graphics, powerful Goupie branding and cool contemporary colors​.”

As well as clear color-coded graphics, the Goupie Mini snack-packs feature full allergen, QUID (Quantitative Ingredients Declaration) and nutrition information; individual product barcodes, social media and website details.

Simpson added Goupie appeals to both male and female consumers and every flavor of its snack-packs are vegan friendly and come in gluten-free recipes.


The company is led by Janet and Joe Simpson, in Goudhurst, Kent. Aside from Flip Flop it has worked with Wisden Packaging and Castle Colour for its wrapper bands. The products are also recyclable. 

Our ethos with Goupie is that it’s all about the taste​,” said Janet Simpson, founder/MD, Simpson’s of Hawkhurst.

Full Orange Mini Box

We sell the contents, not the box. What we have achieved with the new packaging is a very strong piece of design based on a beautifully crafted box, but we have been able to value-engineer this packaging to maintain our great retailer margin​. 

It is also fully recyclable, which reflects our commitment to sustainability across the business​.”

Our packaging communicates Goupie’s brand values. We are proud of producing hand-made confectionery with proven provenance; and now we have packaging that really does Goupie justice​.”

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