Taste, price, brand: these are the three most important aspects that consumers consider to play a role when buying confectionery. Followed by the factors of childhood memories and packaging, which are also relevant for the purchasing decision, according to a representative consumer survey by the Federal Association of the German Confectionery Industry (BDSI). For the Italian company Ferrero, which produces brands and products tied to childhood memories such as Nutella, Kinderüberraschung and Duplo, packaging is an important part of its brand and sustainability strategy.
Almost all brands sold in Germany are produced in Stadtallendorf in central Hesse. Ferrero Germany has become the market leader in the German confectionery market and the plant in Stadtallendorf is one of the largest in the Ferrero Group. Michael Krätke, Category Team Leader and PM Manager Packaging, has been working there for many years on the development of sustainable and functional packaging.
Ferrero Germany's headquarters are located around 100 kilometers away from the plant in the metropolis of Frankfurt. There, Almut Feller, Senior Manager Inst. Affairs and Sustainability, deals with sustainability, the circular economy and institutional matters and liaises with decision-makers in politics and associations. She has also been with Ferrero for more than two decades. Feller and Krätke reported on the confectionery giant's packaging strategy to an audience of more than 200 at the German Packaging Congress in Berlin organised by the dvi. FACHPACK is a premium partner of the congress.
At the Centre of Megatrends
Food production is always caught between the conflicting priorities of megatrends such as health/lifestyle, food safety, sustainability, recyclability and location security – because Ferrero is also a major employer with around 5,000 employees in Germany and more than 47,000 worldwide. According to Feller, the overarching responsibility has partly opposing objectives.
Packaging protects the flavour and aroma of the chocolate, provides information about ingredients and nutritional values and offers the necessary visibility at the point of sale. On the other hand, the aim is to use less packaging in order to conserve resources and thus protect the environment. Sustainability is a key corporate goal, from the procurement of raw materials to packaging.
Small Portions for the brand „Kinder“
However, the confectionery industry in general uses a lot of packaging material. Since the invention of the iconic "Kinder" brand in 1968, Ferrero has been creating products in small portions, for example. "We attach great importance to offering our products in appropriate portion sizes to help consumers better manage their daily energy intake as part of their overall diet and healthy lifestyle," the company states on its website.
But what size should packaging be? What is superfluous? Ferrero is trying to make its products more sustainable and reduce packaging waste on several levels. On the one hand, consumers are informed about how to properly separate and dispose of waste through targeted communication via packaging information and the media. "We are trying to get better at providing disposal instructions," says Krätke. "Design for recycling" also plays an important role. "But design for recycling has also changed over the years," says Feller.
How much Packaging for Hanuta?
Using the example of the Hanuta hazelnut slice, the Ferrero experts explained how sensitive the issue of packaging changes can be. For example: The wafer must remain fresh, the pointed hazelnuts must not break. The company also responds to customer criticism. When Hanuta changed the packaging a few years ago, some consumers reacted very strongly and expressed their displeasure on social media, reports Krätke. At the time, cardboard cards were inserted into the 2-pack to guarantee stability and product protection. However, the cardboard cards inserted in the primary plastic packaging were not well received by customers and were then removed again.
The Hanuta packaging has a high barrier function, explained Krätke. The recycling rate is 89 per cent. According to the latest sustainability report, 90.7 per cent of Ferrero packaging is now designed to be recyclable, reusable or compostable; in 2022, this figure was 88.5 per cent.
Thinner materials for packaging are possible while maintaining the same level of quality protection, but then one would also have to ask oneself whether a food product still has to have a shelf life of nine months, says Krätke. Many participants at the dvi congress agreed with this objection. According to statistics, confectionery in particular is eaten within a short time of purchase and only a fraction is thrown away. As a packaging developer, he says he know that: "Sustainability has a price."
Feller also knows that there is still potential when it comes to standardized regulations at an international level. Ferrero Germany, with an export share of 60 per cent, welcomes the PPWR, but is aware that country-specific differences still need to be taken into account, explains Feller.
By Anna Ntemiris, Editor