LUXURY AND GIFT PACKAGING


in 2025. Across the sector, luxury brands are embracing sustainability as a hallmark of quality, with recyclable rigid boxes, FSC-certified paper stocks and minimal plastic becoming standard. Premiumisation continues to blur the line between everyday treats and giftable indulgence, while e-commerce has turned packaging into a key digital storytelling tool — the image that sells the first box, and the tactile moment that brings customers back for more. As luxury confectionery continues


to grow globally, heritage brands like Audrey’s demonstrate how authenticity and innovation can coexist. Their refreshed identity, underpinned by thoughtful packaging, embodies what modern consumers increasingly seek: meaning, responsibility, and the pleasure of a beautifully made product. Heritage confectioners like Audrey’s


may celebrate British craftsmanship, but in parallel, global brands are rewriting the rules of gifting by merging authenticity with design sophistication. A case in point is Haldiram’s UK, the


international arm of one of India’s most iconic sweet and snack houses, which has been steadily redefining how traditional Indian mithai is presented and perceived. Long synonymous with celebration and festivity, mithai has deep cultural significance across South Asia — but in Western markets, it has often struggled to


Audrey's and Family


find its footing as a luxury gift. That’s precisely the gap Rhea Agarwal,


who leads Haldiram’s UK’s luxury gifting division, set out to close. “In the UK market, we identified a clear


gap: consumers looking for premium gifting options often turned to Western luxury retailers like Fortnum & Mason, but there were few equivalents for Indian sweets,” explains Rhea. “With Haldiram’s, we wanted to change that. Our vision has been to elevate


Indian gifting by pairing authentic flavours with sophisticated, contemporary packaging.” Haldiram’s UK has invested heavily in


packaging innovation, creating a visual and tactile experience designed to sit comfortably alongside the world’s best-loved luxury confectionery brands. “We are investing in packaging that feels


luxurious and design-forward,” says Rhea. “This includes elegant colour palettes, embossed finishes, reusable keepsake boxes,


5


Trends Shaping Luxury Confectionery Packaging


1. Sustainability as Status Eco-conscious materials — FSC paperboard, minimal plastics, compostable wraps — have become marks of quality, not compromise.


2. Heritage Revival Archives, regional roots and artisanal cues are being rediscovered to lend authenticity and narrative depth to premium brands.


3. The Gift Economy Packaging is now part of the gift — layered reveals, magnetic closures, and bespoke ribbons turn a product into an experience.


4. Tactile Minimalism Understated palettes, embossed logos and soft-touch coatings signal confidence through restraint.


5. Digital Presence Packaging must photograph beautifully — structured boxes, tonal branding, and detail-rich design translate the luxury feel to social media and e-commerce.


36 • KENNEDY’S CONFECTION • OCTOBER 2025


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