SPECIALITY FOOD MAGAZINE January/February 2004
Cake Producers Court the Impulse Buyer
Acting on impulse
Honeybuns never intended to pursue the impulse side of the market. In fact,
the company, which makes a vast range of biscuits, cakes and flapjacks, didn’t
offer any pre-wrapped items, in the beginning as it felt that a gimmicky packaging
might detract the product. However, due to customer demand and the discovery
of a good flow wrap machine, the company began packaging them for retail.
Explains Emma Goss-Custard, owner of Honeybuns, “When the cakes, cookies
and slices are individually wrapped they instantly begin to appeal to the impulse
sector of the market. Cookies tend to be the most impulse driven choice as
they are sold at a lower price to cakes and are easy to handle when eating
on the move.
“
People have great demands on their time and often have to travel during their
working day to meetings. Having pre-wrapped products gives the consumer more
control, as they can eat when they have time.”
The packaging reflects a homespun feel and Honeybuns has always prioritised
the quality of the product, with packaging taking a backseat. However, the
producer is in the process of drawing up new designs for its pick and go products.
Continues Ms Goss-Custard, “We are aiming to improve on our old design,
providing more relevant product info whilst retaining the charm of the naïve
original. Surprisingly, our customers have asked us not to create anything
too fancy!”
Brownies, which combine French and Belgian chocolate, are Honeybuns’ most
popular offering. Ms Goss-Custard comments on consumer desire for better quality
snacks. “I think a growing number of consumers expect a subtly interesting
treat with character. In line with this, the hand made feel is attractive,
rather than something produced to have the appeal at a knock down price.” She
continues, “Quality means so many different things to different people.
Not so long ago customers would have been taken aback that we only used butter
and no margarine, now an increasing number of customers expect it. We enjoy
taking things to the next level in terms of quality and uniqueness. We now
source butter from a local Dorset farm and an increasing number of customers
really appreciate this added value.”