Meridian Speciality Packaging forecasts key trends for 2011/12 in confectionery packaging. Please note - feedback is really important to us. So tell us how we've inspired you - what you agreed with and what you disagree with - and other trends you feel we've missed. Please go to Facebook and search for Meridian Speciality Packaging to leave fedback there - or likewise find us on Linkedin and leave feedback on the company pages.

1. trends ahead in confectionery packaging
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4. SEEKING SIMPLIFICATION NEONS FADE PASTELS RISE
- Lightweight, minimal packaging structures - Earthy, pastel tones will return in fashion,
will be the goal but product protection will interior and product/packaging design
be key issue
- Retro patterns and interesting colour
- Modern cubism will see minimalist visual combinations will lift muted tones
design and good use of white space in cartons
- Curves will meet straight edges for visually
arresting packaging design
KEY CONFECTIONERY PACKAGING TRENDS AHEAD IN 2011/12
GOOD FOR ME GOOD FOR THE WORLD ARTISANS SETTING THE AGENDA
- Sustainable materials will be demanded by - Packaging designs in artisan chocolate will be
consumers and businesses alike inspired by the origin of raw materials –
Moorish, Indonesian, African and Latin-
- Health benefits of chocolate will be a key American styles will emerge
focus
- 50s retro styling will return

5. LUXURY BITES BACK ME-THREE INNOVATION
- Packaging will be required to offer an - Consumers will demand perpetual adaptation
exciting opening experience in line with the to remain interested
pleasure of indulgence
- Short (trial) runs will focus on delivering
- Artisan chocolatiers will continue the upward innovation and excitement and
trend into super-premium and packaging will responsiveness to demand changes
reflect this
KEY CONFECTIONERY PACKAGING TRENDS AHEAD IN 2011/12
THE SHAPE OF THINGS TO COME SUPPLY CHAIN ISSUES
- Carton board ‘wraps’ for bags will be widely - Folding box board (FBB) will be in short
used in place of cartons or boxes supply so dialogue in agreeing packaging
specifications will be essential
- Cartons and boxes will use windows with
additional, integrated layers beneath to - Compromises on material grade may be
create depth and shadow forced so innovative design will be required
- Curves will meet straight edges in
innovative carton shapes

7. SEEKINGSIMPLIFICATION The latest wave of major food manufacturers to sign
up to the revised Courtauld Commitment 2 So expect to see the following in the best
underlines the fact that packaging minimisation is confectionery packaging in 2011/12:
here to stay and with a renewed focus on carbon
reduction. • Interrupted and false creases allowing curves to
compliment angular straight edges
The balancing act that can be forgotten is ensuring
that packaging waste reduction doesn’t ultimately • Increasing use of white space to offer crisp, clean,
lead to food waste increase: currently in the UK simple, modernist visuals
only 3% of food is wasted before it reaches the
shops (source: Advisory Committee on Packaging)
but this could increase with an undue focus on
lightweight packaging.
Designing protective primary packaging with an
eye on lightweight, minimal structures will be
have to be a source of great innovation. Some early
examples include Chesapeake‟s much talked about
Cadbury‟s Roses tin replacement of 2009 which
suffered initial rejection at the hands of the consumer
due to a love of the iconic tin but surely represents
the future of weight reduction. This will continue to
challenge the consumer’s loyalty to traditional
packaging formats.
From a consumer perspective the move towards
“
simpler packaging will resonate with the return in
fashion and design of modern cubism (source: From a consumer perspective the
Trendhunter). In packaging this will mean use of
move towards simpler packaging
white space in design and an extension of some of
the thrilling combinations of angular lines and will resonate with the return in
unexpected curves brought about through the fashion and design of modern
designing in of scalloped edges, and false and
cubism
interrupted creases.

9. NEONSFADEPASTELSRISE This year will be about the beginnings of a
dampening down towards more pastel shades
(source: MPD Click) from the neon flare of the 80s
retro chic which seems to have persisted recently for
almost a decade in its own right – but which more So expect to see the following in the best
recently developed into full-blown electro in all its confectionery packaging in 2011/12:
shiny glory. Even if this develops into a duly rational
electronica revival the general design trend will be • Artful colour combinations using contrasting
towards the more muted tones, particularly as the colours to accentuate more subtle pastel shades
summer turns into autumn (source: Pantone).
• Even more demand for uncoated print finishes
Ever the industry‟s colour bible, Pantone‟s suggested
colours for Autumn 2011 are shown below. • Retro patterns, styling and nostalgic, homely
imagery in tune with the geriatric couture movement
which is embracing embroidery, bygone, feel-good
Autumn 2011 sentiment and vintage fabrics
“ The trend towards uncoated print
and textured finishes is also
expected to continue as colours and
coatings become increasingly subtle
How will this manifest in packaging? – we expect a
higher demand for understated colours, earthy,
pastel tones, print to the uncoated face of the board
”
and also matt finishes.

11. GOODFORMEGOODFORTHEWORLD During the global financial crisis consumers and The most innovative confectioners will therefore
businesses alike could be forgiven for beginning to seek to harness the health benefits of chocolate in
turn blue as they saw themselves drawn towards the the coming years and will combine this with
red; but as the global outlook improved reduced packaging from sustainable sources.
(temporarily?) so the agenda turned green once
more in 2011. (sorry!) So expect to see the following in the best
confectionery packaging in 2011/12:
Unilever set an admirable and ambitious agenda
with the unveiling of its Sustainable Living Plan • Sustainable materials will be a must – and
which details hard-edged targets based on reduced energy from waste may place a greater emphasis
carbon footprint, reduced waste, water conservation on using materials with strong fuel/ignition
and ethical trading. Of course Marks and Spencer potential rather than recycling.
had already made headlines with its Plan A which
details 180 commitments to achieve by 2015. Some • Cut-aways to reduce weight, sleeves instead of
of the early impact can be seen with the adoption of cartons, and increasing focus on compostable
corn starch vac-formed trays and the use of sleeves materials
instead of cartons in many cases.
Although as a carton maker we have an advantage
through using materials sourced from sustainable
forests, there is still so much more we can do – the
minimisation of our environmental impact is a key
strategic focus as part of our route to 2014 action
plan. We are also very keen to get involved in our
customers‟ packaging waste reduction plans where
innovation in material selection and pack design
can make an enormous difference.
Another major trend for 2011/12 is the drive for
increasing transparency in ingredients (source: Food
Business News) and a focus on the health benefits the
food we are consuming (source: Business Insights).
“ T h e m in im is a t io n o f o u r
e n v ir o n m e n t a l im p a c t is a
k e y s t r a t e g ic f o c u s a s p a r t o f
Indeed 1-in3 Europeans now want chocolate with o u r r o u t e t o 2 0 1 4 a c t io n p la n .
health benefits (source: PRNewswire)

13. ARTISANSSETTINGTHEAGENDA UK chocolate making is now beginning to contribute
to the global agenda for excellence and innovation, So expect to see the following in the best
driven by artisan chocolatiers and the arrival in the confectionery packaging in 2011/12:
UK of bean-to-bar transparency in ingredients
sourcing (source: seventypercent.com) • Deep, interesting colour combinations and
detailed patterns inspired by Moorish, Latin-
Catalysed by increasing focus on fine dining, and the American art and design.
UK popular culture idolisation in of culinary experts,
this is driving a wave of demand and recognition • 50s retro/kitsch styling, muted colour patterns
for premium chocolates and establishing new and the use of uncoated, brown card and paper.
expectations in confectionery.
• Focus on ethical sourcing coming through in
The intense focus on ingredients entered the packaging material selection not just in ingredients
mainstream when Cadbury (then still UK-owned)
launched an advertising campaign centred around
the glass-and-a-half of fresh milk that it puts into its
Dairy Milk bars and through Channel 4‟s Willy‟s
Wonky Chocolate Factory documentary in 2008.
Packaging inspired by the product ingredients is
certainly a continuing trend for 2011 as the drive
for differentiation in this increasingly fashionable
and keenly competitive segment is ever increasing.
Chocolatiers and their designers are drawing
inspiration from on the ingredients themselves and
from the culture and art of the origin of the cacao,
meaning that Moorish, Indonesian, Ivorian and Latin-
American infused flavourings and visual designs will
increase. Chocolate may be the new creole cuisine.
We can also expect to see more 50s retro designs
(source: Trendhunter) as our desire for nostalgic
retreat as an antidote to the gloomy financial
“ UK chocolate making is now setting
the global agenda for excellence
environment increases (source: Euromonitor). and innovation

15. LUXURYBITESBACK Fears of a double-dip recession still haven‟t
disappeared but we’re not very good at austerity So expect to see the following in the best
any more and signs of the re-emergence of luxury – confectionery packaging in 2011/12:
albeit luxury for 2011 with a slightly muted edge –
have started to show (source: Trendhunter). • Packaging that allows the product to provide the
key impact through apertures, windows or bag
In particular the growth of retailer own brands in components
the UK and their vertical expansion into premium
confectionery categories is forcing chocolatiers with • Focus on experiential aspects of packaging -
truly fine ingredients and artisanal processes to providing an exciting opening experience
follow the upward trend from premium into new
speciality-gourmet or super-premium segments
(source: Business Insights). The focus here is on
indulgence – satisfying consumer needs with a less-
for-more approach to quantity but a more for the
same quality message.
This periodic small-scale indulgence in luxury
foods chimes with the significant health trend for
2011 and those that can combine the message that
a little of what you like is good for you with the
delivery of appealing luxury will succeed in
convincing even austere consumers to treat
themselves.
In packaging this will not come through in
ostentatious luxury, so the use of rigid boxes will
continue to drop in favour of lighter-weight
cartons, but we will see the use of elegant finishes,
combinations of matte and gloss materials and
coatings, the use of embossing to add further texture
“ The focus is on indulgence –
satisfying consumer needs with a
definition and a focus on small detailing that adds less-for-more approach to quantity
value for the consumer. but a more for the same quality
message

17. ME-THREEINNOVATION Increasing numbers of brands are responding to the
release of “me-too” innovations in the confectionery
This is not just about being a me-too fair trade
brand, but about demanding ethical trading within
market by adapting their marketing mix through a brand which is based on experimentation and a
playing with the original concept, offering twists that celebration of tasting chocolate.
engage the consumer: what we‟re calling me-three
innovation for 2011.
So expect to see the following in the best
The perpetual small adaptations (source: confectionery packaging in 2011/12:
Trendhunter) appeal greatly to change-hungry
consumers who love to try different things. • Innovation! Perpetual adaptation through short-
Challenger brands and those in innovative segments runs to keep the consumer interested.
can adapt by using short-run specialists to keep the
innovation flowing at the lowest possible cost. • Challenges in commoditised categories through
packaging innovation, e.g. pack-size alterations
This “me-three” approach has similarities to mass and rip off sections for indulging on the go.
customisation – see www.chocomize.com - (source:
Crenk.com) whereby new manufacturing techniques,
responsive design and packaging companies – or
indeed artisanal hand-finishing – allow last minute
trend-based changes to ingredients, appearance
and packaging to react to consumer demands.
Examples of me-three innovation that works can be
seen when considering Zotter, and the apparent holy
trinity of organic, fair-trade, bean-to-bar chocolate.
Go*Do Chocolate‟s recent launch combined organic
(me-too), sustainable (me-too), and bean-to-bar
(me-too), adding solid insights on indulgence-on-the-
“
go, quality, and a focus on distinctive branding.
Examples of me-three innovation can
However, Zotter trumps this through “me-three” be seen when considering Zotter, and
innovation - offering an incredible diversity and
range of flavour options and the opportunity to the holy trinity of organic, fair-trade,
customise the packaging in low volumes. bean-to-bar chocolate

19. THESHAPEOFTHINGSTOCOME Earlier in this trend report we mentioned the use of
interrupted creases to create interesting visuals with
So we expect an increasing focus on the shape
of the carton to assist in the overall mix -
straight edges falling into expansive curves to push angularity and efficient use of space combining to
the boundaries of carton making. False creases are meet the key objectives of protecting, preserving,
also allowing twists and angles that would seem presenting and promoting.
impossible but allow machine gluing processes to
ensure cost-effective production with no design
compromise. This will mean that 2011 sees designs
that not only reduce packaging still further but
which offer exciting shapes which challenge
category norms and demand consumer attention.
ISM 2011 and the Packaging Innovations 2011
(Easyfairs) trade shows also highlighted some
common shapes and styles of packaging which seem
set to dominate over the next 12-24 months:
• Carton board „wraps‟ for bags giving a solid base
to allow the bag to stand on shelf and room for
branding but allowing product display through open
sides and thereby minimising packaging
• Carton board choc-bar wraps which unfold to
make even the smaller bars an experience
• Use of windows with additional layers beneath to
create depth and shadow
“ UK chocolate making is now setting
the global agenda for excellence
and innovation

21. SUPPLYCHAINISSUES Chaos theorists had a field day in 2010 as an
earthquake in Chile, a Finnish dockworkers strike,
falling capacity in Europe and a recovery in
demand saw prices for folding box board continue
to inflate at astonishing levels (+33% in 18 months).
Combined with rising UK fuel prices and no planned
capacity increases through Europe in 2011, the
evidence suggests that the supply-side issues are
unlikely to ease off.
What this means for packaging is that lead-times for
raw materials are increasing significantly at just the
squeezed by the mills and merchants. Equally, it is
wrong time (see perpetual adaptation in “Me-Three”
important to attempt to unite against retailer
Innovation). The onus is on manufacturers to hold
power and be clear about the necessary price
more inventory, leading to potential reductions in
increases that must be absorbed in order to
investment in new technology, so design
maintain the quality of product they demand.
innovation will almost certainly have to be forced
through traditional channels – true innovation you
If you want more information on any of the issues
could say!
raised in this section, please contact:
On a more positive note we may see resultant
Adam Heath, Operations Manager
experimentation in different materials - as prices
adam@meridiansp.co.uk
rise to levels previously thought impossible, the cost
+44 (0)1684 578441
premium of trialling new materials is proportionally
“
less, encouraging otherwise difficult trade-offs.
One of the main concerns will be the use of lower
Combined with rising UK fuel
grade carton boards in place of premium folding prices and no planned capacity
box board or even solid bleached board – and this increases through Europe in
could result in unacceptable increases in food waste.
It will be important for brands to speak to their
2011, the evidence suggests that
packaging manufacturers to ensure that they are the supply-side issues are
maintaining standards or at the very least running unlikely to ease off
difficult compromises past them as they are
squeezed

22. DATASOURCES the following sources were used in the creation of this document:
The Advisory Committee on Packaging (ACP Communications)
Business Insights - www.globalbusinessinsights.com
MPD Click - www.mpdclick.com
Pro Carton - www.procarton.com
BPIF - www.britishprint.com
Cadbury - aglassandahalffullproductions.com
Crenk - crenk.com
Euromonitor - blog.euromonitor.com
PR Newswire - www.prnewswire.co.uk
Trend Hunter - www.trendhunter.com
ISM - www.ism-cologne.com
Food Business News - www.foodbusinessnews.net
Packaging Innovations - www.easyfairs.com
Pantone - www.pantone.co.uk
Zotter - www.zotterchocolate.co.uk
Chocablog – www.chocablog.com
Pira - www.pira-international.com
Marks and Spencer - plana.marksandspencer.com
Seventypercent.com - www.seventypercent.com
Unilever - www.sustainable-living.unilever.com
All images adapted from files accessed through morguefile.com

23. Report by Adam Heath, Operations Manager: adam@meridiansp.co.uk
www.meridiansp.co.uk © Meridian Speciality Packaging insight, 2011
www.chocolatepackaging.co.uk If you wish to re-produce any of the material in this report please contact the author for permission.