Goupie launches protein flavor in response to consumer demand

By Jenny Eagle

- Last updated on GMT

Sesame Butter Goupie to be launched on April 3. Photo: Goupie.
Sesame Butter Goupie to be launched on April 3. Photo: Goupie.
Goupie has launched a vegan friendly, gluten-free chewy chocolate bar containing 15.7g of protein per 100g.

Sesame Butter Goupie is in addition to the brand’s five Goupie Minis, and comes in 80g snack boxes, to be launched on April 3. 

Consumer taste testing 


Grace Simpson, brand manager, Goupie, told ConfectioneryNews, it developed the flavor after tests at its Goupie Factory, a consumer taste testing session at Vegan Life Live (London, March 9-10) and a poll on its social media platforms. 

We've seen an increasing demand for protein rich products, this is especially prevalent with the newly vegan community who are concerned about replacing the meat protein in their diets​,” said Simpson. 

This has led to a huge influx of plant proteins coming onto the market to try and compete with whey protein, a by-product of the on-going healthy lifestyle trend​. 

We chose a soy-protein as this has the highest proportion of protein for quantity and so did not affect the taste and quality of our products, whilst providing an additional benefit that we've seen our customers crave​. 

We also chose to use tahini which in itself has a reasonably high protein content, but provides a great deal of flavor​.” 

Continue to refine its recipes

She added, while Goupie is aware it will always be an indulgent brand, its product should also be enjoyed alongside a balanced diet. 

We're determined to continue to refine our recipes to add more nutritional value and make them accessible to a wider range of people, without the need to rise prices.​”  

Janet Simpson, co-founder, Goupie, said it will initially launch 8,000 Sesame Butter Goupie mini boxes as a limited edition, with a view to further expanding the range if it proves to be popular with customers. 

Sesame Butter Goupie is free with orders over £10 on the Goupie website in April and is available from selected retailers in the UK. 

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