PREMIUMISATION


As premiumisation advances, brands that can successfully combine emotional appeal with strong technical performance will be the ones that create experiences that resonate.


First impressions count Matt Francklow, Director at Eco Flexibles, argued that premiumisation in confectionery is being driven by more than just flavour innovation or artisanal credentials. “Increasingly, it is packaging that defines the perceived value of a product,” he says. “It can shape first impressions, can reinforce brand positioning and can help justify higher price points. This means that material choice and design are no longer secondary considerations – today they are central to how confectionery brands are able to differentiate themselves in a competitive and fast-moving market.” Also highlighting the role of


sustainability, Matt argued that it is no longer enough for


premium products


to look and feel exceptional – they also need to align with consumers


INCREASINGLY, IT IS


PACKAGING THAT DEFINES THE PERCEIVED VALUE OF A PRODUCT… IT CAN SHAPE FIRST IMPRESSIONS, CAN REINFORCE BRAND


POSITIONING AND CAN HELP JUSTIFY HIGHER PRICE POINTS


while also supporting recyclability and reducing environmental impact,” he says. Modern recyclable mono-material films and paper-based alternatives allow brands to achieve a premium aesthetic without compromising sustainability goals. The tactility, finish and structural integrity of a pack all contribute to consumer perception. A well-chosen material helps communicate quality before the product is even tasted. “In a sector where gifting, indulgence and impulse purchases are key, the initial impact is critical,” continues Matt. However, material is only part of the


environmental values. “This means that material selection now has a dual role – high-quality flexible packaging needs to be able to deliver strong barrier performance and shelf presence,


premium equation. Design execution, and how quickly brands can evolve it, can increasingly offer a competitive advantage. “Premium confectionery relies heavily on storytelling. Whether rooted in heritage, provenance, craftsmanship or occasion-led marketing, packaging design is the primary medium through which that narrative is delivered,” continues Matt. Vibrant colours, intricate graphics and high-definition imagery can help create


MARCH 2026 • KENNEDY’S CONFECTION • 35


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