The Easter Eggs will consist of 100g of Goupie’s chocolate confectionery, a Faberge-style reusable tin egg, and a fully recyclable Kraft box in Goupie’s trapezoidal shape.
“We are always disappointed with the usual Easter offering, especially vegan options. They are either cheap looking or covered in unnecessary plastic molding, or super dark chocolate and a bit too grown up,” said Grace Simpson, brand manager, Goupie.
“We wanted to create an Easter Egg that tasted delicious and was free from unnecessary packaging, at a reasonable price point. We’re really excited to be launching these eggs in their new and improved format, and can’t wait to hear what people think of them.”
Simpson added the biggest change Goupie is going to make in 2019 is its PP (polypropylene) bags.
“They are widely recyclable, but we’d like to find a compostable alternative that gives the same shelf-life and doesn’t affect the product. Currently, we’re looking at a cellulose-based product, which we’re hopeful will do the trick,” she said.
“We constantly try to review our packaging, as well as the ingredients to see if we can make any improvements. We’ve always been determined to be 100% recyclable but there’s always more you can do.
“For example, we reuse our label backing as shred to pack up deliveries, and the delivery boxes of our ingredients go out again to customers. However, it would be better if the label backing itself was compostable.
“If everyone’s asking these questions it’ll help move the industry along in the long-run.”
Goupie’s vegan Easter Eggs are available in two flavors: Original Goupie and Salted Sticky Toffee Goupie. Each piece will be cut into slightly smaller pieces than usual, to give them a bigger proportion of chocolate.
There are 36 individual egg designs for customers to choose from, and instructions on the back of the box on how to reuse the packaging.
Goupie Easter Eggs will be sold for £9 ($11.48) and £10, available to buy from February 15 on the Goupie website (goupiechocolate.com), or through Vegan Kind and select outlets across the UK.
Goupie consists of a cocoa-rich syrup base, which is filled with toasted rice and other natural ingredients (depending on the filling) before being fully enrobed in 54% Belgian chocolate.