Confectioner produces winning flavours to capture new markets

Now Simpkins, which has been based in the same Sheffield factory since it was founded in 1921, is launching new products and hoping to expand after winning new contracts in Japan and South America.

The third-generation, family-owned business wants to launch new flavours, such as passion fruit and lime and chilli. It is also going to invest 50,000 in machinery to produce smaller tins and sweets especially for the Japanese market. The larger tin has been produced throughout the firm's history but now it believes that a smaller box will suit Eastern tastes, where pocket-sized packaging is popular.

The sweets will also be smaller, at 1.7g, and the other new flavours will include coffee, caramint, sour lemon, tropical and strawberries and cream.

Adrian Simpkins, managing director, said: "About 10 per cent of our sales are exports to Japan. It's an important and loyal market for us to grow, and to demonstrate our commitment, we have tailored our product to the increasing consumer demand for smaller packaging.

"Over the years, they have been asking for smaller tins. It was a no-go area for us because we weren't geared up for small tins."

Simpkins has been selling confectionery to Japan for more than 50 years and was one of the first British firms to win permission to do so. The new tins will be cheaper in an attempt to attract more impulse-purchases.

The firm, which is based in the Hillsborough area of Sheffield, turns over 3.5m and has 60 staff. It has expanded overseas after agreeing deals with a geographical spread of distributors in New York, Florida, Texas and Washington.

In Japan, it sells through distributor Takara Shoji Group to Mitsukoshi, an upmarket chain of department stores based in Tokyo, chocolate maker Leonidas and also to shops in South Korea.

"We are already stocked in the premium Japanese stores and, unknown to us, our biggest distributor has created T-shirts with our branding on and sold them to a major high street chain. It is very encouraging to learn we have a cult following so far away, and it's something we're happy to build on."

In January, Simpkins exhibited some of its new lines at an international trade show in Germany.

Mr Simpkins said: "Hopefully those will be coming through in the next quarter. The reception has been exceptionally good."

The company is owned by Mr Simpkins, his sister, Karen, the production manager, and their brother, Ian, who is a shareholder but works for a separate car-hire firm.

The UK is still its biggest market and includes Yorkshire branches of Tesco as well as delicatessens, health stores, stately homes and Harrods. Its sweets are sold in 99 per cent of British chemists, Mr Simpkins said.

Sweets that helped to conquer Everest

Simpkins was set up in by Leslie Simpkin in 1921, and his grandchildren run the business today.

It is still based at the original Hillsborough factory, in Sheffield, where the same machinery, copper pans and recipes are used.

His inspiration came after being nursed to health with liquid glucose after his First World War service.

The sweets were taken by Sir Edmund Hillary on his ascent of Everest and were also eaten at high altitude by Second World War pilots.

Today, Simpkins exports to more than 40 nations, and

Euro Disney, in France, which orders 50,000 tins a year from its bespoke range, featuring Minnie and Mickey Mouse, Winnie the Pooh and

Tinker-bell.