Background
Paul and Jane Hatcher launched Prosperity Brownies in 2005 after being persuaded by friends that their chocolate brownie-making skills could be turned into a money-making venture. Made with chocolate chunks and fresh fruit, and free of e-numbers and preservatives, Prosperity Brownies got off to a flying start, selling at farm shops and cafes across the south east. Just two years later the company was named Best Sussex Food Producer at the Sussex Food and Drink Awards.
The challenge
The market for the company’s brownies was limited as they were mainly sold individually, unwrapped, or packed in fives in a simple plastic wrapper which did not allow the product to be seen. Expansion depended on the ability to significantly prolong their shelf-life with the help of packaging that would also reflect the premium quality of the product.
The response
Design Associate Gavin Pryke was assigned to Prosperity Brownies and he helped Paul and Jane to kick-start their design projects.
“Gavin was great at ‘walking’ us through the whole process and mapping out the business, highlighting the internal and external perspectives,” said Jane. “After we’d thrashed out the way forward he introduced us to a number of design agencies and we chose to work with Brighton-based Ape Creative.”
The outcome
Paul and Jane are delighted with the results of their investment in the Designing Demand programme. “The shelf life of our brownies used to be 10-12 days,” Paul said. “The Food Hub has now given us 30-day approval although we actually mark them at 21 days. This has made a huge difference to our potential marketplace”.
Now Paul and Jane, who donate 10% of all the company’s profits to the Viva Network, a children’s charity, are working hard to expand their customer base still further. They have also added a new product to their range, and are already supplying their ‘Prosperity Jacks’, an individual flapjack embodying all the premium qualities of their brownies, to Waitrose in the South East.
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