BAKERY & CONFECTIONARY
Nanuki uses bright colours, simple designs, and bold‘ Free From’ icons, such as glutenfree, dairy-free, nut-free, etc., to instantly communicate trust.“ Before anyone tastes Nanuki, the packaging is already telling them they’ re safe with us.”
The textures, the feel of the wrapper, the illustrations – they all reflect the heart we put into making each product. I want someone to pick up our snack and feel that we made it thoughtfully, intentionally, and with real pride,” says Moolman.
Differentiation is crucial:“ Sometimes that means choosing a matte finish when everyone else is glossy, or selecting an unexpected colour palette. But for Nanuki, it also means being the clearest communicator on the shelf. Beauty matters, but purpose matters more.”
Sustainability and transparency are key pillars.“ Consumers want packaging that’ s better for the planet, but they can also spot greenwashing a mile away. Any sustainability claim must be backed by real certifications and clear disposal instructions.” Moolman also highlights radical transparency:“ People want to know everything – not just what’ s in the product, but where ingredients come from, who made them, and how. QR codes linking to supply-chain stories will become the norm.” Across global giants, boutique favourites, and health-focused brands, one theme is clear: packaging is no longer secondary. It’ s central to consumer experience, brand storytelling, and sales performance. Packaging sets expectations, communicates values, evokes emotions, and in today’ s visual-first world, can be the decisive factor in winning a shopper’ s attention. TT
“ For smaller, artisanal brands, packaging is often the key differentiator.”
78 TRADE & TASTE / 2026