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Simpson Ready Foods are undertaking a complete re-design of the packaging for the entire Simpson’s and Goblin branded ranges of products, ensuring that the new designs reflect the differing brand essences and positionings whilst maintaining the heritage that the Simpson family is proud of. Product ranges incorporating the new designs are being launched from early July onwards and are available for purchase in a wide range of retailers including Asda, Morrison’s, Sainsbury’s, Tesco, Home Bargains, B&M Bargains and Poundland.


Simpsons have been working with FMCG food design specialists, Sphere Design, to create a new look for the Simpson’s range which captures the brand essence of “delicious, contemporary British food you can trust”. The design for this range draws on the strong family heritage of the brand and uses the founder’s signature on every product.

William Simpson’s original recipe book from 1910 has been used as a treasure trove of ideas and his handwriting is evident in the backdrop to the new labels. Products being repackaged under the Simpson’s brand include microwaveable sponge puddings, canned sponges as well as new and exciting products, which are soon to be launched.

The Goblin brand is also being re-launched with new packaging and additional products. The essence of Goblin brand is “good value, traditional, comfort food” and as a result the design incorporates elements familiar to consumers, such as the 1920’s Goblin logo, but with a modern feel in the form of vibrant colours and tasty food images. Recent packaging innovations mean that the Goblin canned meat puddings now retail in a microwavable plastic pot with a new cardboard sleeve. Other Goblin products receiving the new design treatment include the sweet sponge pudding range as well as Irish stew and chilli con carne which are key selling lines within the ready meal range.

Having led the project, Managing Director, Mathew Simpson, great-grandson of William, is proud of the way the product’s now look. “Both ranges look fantastic which reflect the quality of the products we make and sell. Personally, I like the Simpson’s Beef Pasta Bake, as that’s my favourite, but we want to make sure there is a Simpson’s or Goblin product for every eating occasion for every consumer.”

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