PREMIUMISATION PREMIUM PACKAGING


As packaging regulations continue to tighten, premium confectionery packaging looks set to become leaner, smarter and more sustainable. Suzanne Callander reports.


remium confectionery has long relied on packaging to communicate quality, craftsmanship and


P


indulgence. Increasingly, however, the changing regulatory landscape and increasing consumer aware about environmental issues is refining what premium confectionery looks like. Across the European Union, the


proposed Packaging and Packaging Waste Regulation (PPWR) is set to place tighter controls on the materials used in packaging, the amount of packaging permitted, and the recyclability of packaging components. The regulation aims to ensure that all packaging placed on the EU market is recyclable by 2030, while also targeting reductions in unnecessary packaging. For premium confectionery brands that have historically relied on multi-layered packaging structures and decorative elements, this requires a rethink about packaging design. At the same time, Extended Producer


Responsibility (EPR) schemes are becoming more widespread. In several European markets, producers already need to fund the collection, sorting and recycling of the packaging they place on the market. The UK is moving in a similar direction, with the introduction of a reformed packaging EPR framework that will increase the cost of difficult to recycle packaging. Outside of Europe, packaging


requirements are also tightening. Several countries are introducing restrictions


a complex compliance environment, which is increasingly favours simpler, more recyclable packaging formats. This shift is also forcing a rethink of what premium actually means in the context of packaging. The shift towards more sustainable


packaging does not need to undermine the premium positioning of confectionery products. In many markets, sustainability is itself becoming part of the premium proposition. Consumers who are willing to pay more for high-quality chocolate increasingly expect the product to be packaged responsibly.


CONFECTIONERY MANUFACTURERS


EXPORTING INTO MULTIPLE MARKETS ARE THEREFORE FACING A COMPLEX


COMPLIANCE ENVIRONMENT, WHICH IS INCREASINGLY FAVOURS SIMPLER, MORE RECYCLABLE PACKAGING FORMATS


The importance of design Design is becoming more important as a route to delivering a premium experience with fewer materials. Embossing, debossing, high-quality printing and carefully selected materials can all contribute to a sense of luxury while remaining compatible with recycling systems. In some cases, manufacturers are also exploring refillable or reusable packaging concepts for gift and seasonal products, allowing the packaging itself to become part of the product experience. A change of packaging material might


also require adjustments to forming, sealing and wrapping processes. Fibre- based packaging may behave very differently from plastics, while thinner films can place tighter tolerances on sealing equipment. It is important, therefore, to ensure that packaging machines are compatible with any material changes. The most successful premium


on single-use plastics, while others are implementing packaging reduction targets or mandatory recycled content thresholds. Collectively, these measures are driving a shift towards packaging solutions that prioritise recyclability, material reduction and clear end-of-life pathways. Confectionery manufacturers exporting into multiple markets are therefore facing


confectionery brands going forwards are likely to be those that learn to express premium quality through restraint rather than excess. Thoughtful material selection, strong graphic design and intelligent packaging engineering are increasingly replacing the traditional reliance on multiple layers and decorative complexity.


MARCH 2026 • KENNEDY’S CONFECTION • 37


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