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.” |
