LUXURY AND GIFT PACKAGING
packaging reduces weight by up to 61% compared with the previous solution and is recyclable through the paper stream in France. The pack also uses a natural kraft
appearance, linking its visual identity to the product’s organic positioning. Crucially, the material is designed to provide barrier performance against water vapour and grease, demonstrating that the move towards fibre-based packaging depends on technical performance as well as consumer perception.
The case should not be interpreted as
evidence that paper is universally preferable to other materials. Recycling outcomes depend on the actual packaging construction and the collection and processing systems available in each market. The appropriate solution must be assessed against product protection, material use, manufacturing requirements and end-of-life infrastructure. For luxury confectionery, the question is
therefore not simply which material looks or sounds more sustainable. It is whether the chosen structure delivers the necessary
performance while reducing material use and supporting a credible disposal route.
Designing out excess Premium presentation can be associated with multiple layers: an outer sleeve, a rigid box, an insert, a separate tray and decorative accessories. While these elements may contribute to the unboxing experience, they can also increase material use, assembly time, storage requirements and transport volume. A more integrated approach is
emerging in packaging development, with designers examining whether each component is necessary and whether different materials or structures can perform the same function. Antalis Packaging’s 2026 premium
packaging work provides two relevant examples.
In its wider service
announcement, the company described a gift-box and retail-bag redesign for a major retailer that removed lamination and magnets from the boxes. The company said the revised solutions were fully recyclable at end of life. In a separate chocolate-egg mailer project published in September, Antalis combined a moulded-pulp protective insert, a presentation carton and an outer corrugated mailing box. The egg mailer illustrates the demands
placed on gifting packaging as direct-to- consumer sales expand. The presentation carton needed to create a premium impression, while the internal structure
52 • KENNEDY’S CONFECTION • OCTOBER 2026
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