Major confectionery brands are accelerating trials of paper-based packaging as pressure grows to reduce reliance on hard-to-recycle flexible plastics. The shift is being driven by a combination of EU regulation, consumer expectations and the persistent difficulty of creating circular food-grade plastic film systems at industrial scale.

For decades, flexible plastic has been the dominant choice for sweets, chocolate bars, pralines and lollipops because it is light, affordable and highly functional. It seals well, protects against moisture and grease, and runs efficiently on high-speed packaging lines. However, the same multilayer structures that deliver performance often create recycling challenges, especially when they are contaminated, small in format or not collected through mainstream systems.

This has opened space for fibre-based innovation. Packaging producers are now developing paper-dominant structures that aim to meet the EU Packaging and Packaging Waste Regulation direction, including the 95/5 principle for paper-based packs, where paper represents the vast majority of the structure and plastic is limited to a small functional share. Coveris has introduced a lightweight paper-based solution for single- and double-twisted candies, chocolate pralines, lollipops and flow-wrapped chocolate bars, designed to run on existing form-fill-seal lines without major machinery modification.

The challenge for confectionery is to find the sweet spot where paper packaging is recyclable in practice, protective enough for the product and economical enough for high-volume brands.

Progress remains uneven. Large confectionery groups including Mars, Mondelēz International, Ferrero and Nestlé have all faced challenges reducing virgin plastic use, partly because flexible plastic packaging is difficult to replace without compromising product protection or manufacturing efficiency. For chocolate and sugar confectionery, packaging must manage grease, water vapour, sealing integrity, shelf appeal and high-speed production demands.

Paper is attractive, but it is not a simple replacement. Fibre packs often require coatings, barriers, adhesives or thin polymer layers to deliver the necessary performance. If those components are poorly designed, the package may become difficult for paper mills to recycle, despite being marketed as paper-based. This is why recyclability must be assessed according to real local recycling infrastructure, not only theoretical material composition.

The circular plastics route is also still developing. Industrial trials by Coveris and Nextek are exploring how post-consumer polyethylene and polypropylene film waste could be converted into high-quality recycled resin. If successful, such processes could support future food-grade recycled flexible packaging. However, regulatory approval, contamination control and scale-up timelines mean confectionery brands cannot rely on this pathway alone in the short term.

Some brands are already testing paper solutions in market. Amcor has partnered with French organic snack producer Alter Eco on recyclable paper-based packaging for chocolate, designed to protect against water vapour and grease while maintaining shelf appearance. Mars has used paper-based packaging for Mars and Snickers in Australia and New Zealand, although recycling compatibility can still vary between markets due to differences in infrastructure and technical guidelines.

• Performance: paper formats must protect chocolate and confectionery from moisture, grease and handling damage.
• Recyclability: fibre-based packs need to work in real paper recycling streams, not only in claims.
• Responsible sourcing: increased paper demand must be managed with certified and traceable fibre supply.

Responsible sourcing is becoming a critical part of the discussion. Paper is widely perceived by consumers as more sustainable, but higher fibre demand can increase pressure on forests if sourcing is not carefully managed. Certification, recycled content where appropriate and compliance with deforestation rules will become increasingly important as brands move toward paper-based alternatives.

Extended Producer Responsibility systems are also expected to influence material choices. Well-designed EPR fees can reward packaging that is easier to collect, sort and recycle, while penalising formats that create waste management burdens. In this environment, confectionery packaging will be judged by both environmental design and end-of-life performance.

The future is unlikely to be paper versus plastic in simple terms. Instead, confectionery brands will need a portfolio approach: improved recyclable plastics where circular systems can work, paper-based formats where fibre delivers clear benefits, and packaging reduction wherever product protection allows. The winners will be those that combine material innovation with honest recyclability claims, strong sourcing standards and practical compatibility with existing packing lines.

For the packaging industry, confectionery is becoming a crucial test case. Small, high-volume packs are among the hardest to make circular, yet they are highly visible to consumers and regulators. Finding scalable paper solutions without creating new environmental problems will define the next phase of sustainable confectionery packaging. Source: user-supplied article. :contentReference[oaicite:0]{index=0}

Image concept: a confectionery packaging innovation table showing paper-based chocolate wrappers, twisted candy packs, recyclable fibre samples and comparison materials for flexible plastic alternatives.