PACKAGING PREMIUM


Suzanne Callander gathers together advice and examples of how to ensure that the packaging matches consumer perceptions about premium products.


the crowd P


Standing out from


ackaging premiumisation can be a powerful tool in helping  premium brand. It should aim to engage multiple senses, enhance the visual appeal of the product and enrich the


consumer experience. Getting it right can help elevate a product to a premium product and will help it stand out from the crowd. Offering advice to confectionery brands looking to create a premium product, Clare McKeown, Sales Manager UK, Ireland and Nordic at Futamura, says: “Packaging plays an important role in helping a product stand out from the crowd and quality packaging are necessary to echo the quality of the product. 


30 Kennedy’s Confection March 2025


years to achieve a premium product look within the confectionery sector. Futamura can         colours, as well as clear and metallised options to create attractive wrappers that can help       well suited to small, twist wrap formats. “Not only do they create high end, jewel like packs,         without the need of heat sealing or adhesives. This means that the wraps can be easily  Clare believes that confectionery manufacturers are also searching for sustainable packaging for their brands today  created from renewable resources that can be


composted at the end of life in a home compost  8 weeks. This offers a good sustainable option        twist wraps, which are otherwise impractical to effectively collect and recycle. “In the unfortunate event that a NatureFlex wrapper was littered, then it would still break down, ensuring it had a lower environmental impact than wrappers produced with conventional 


First impressions


Adding to the advice from Futamura, Richard Bell, Head of R&D Converting at Adapa,  physical point of contact with the consumer and so the quality of a product will usually be


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