Christmas remains the biggest moment of the year for bakery and confectionery brands, and packaging plays a huge role in shaping the season’s excitement. Shoppers look for products that feel special, gift-ready, and full of festive charm, which has pushed brands to elevate their designs with richer colours, more luxurious finishes, and clever formats that suit both gifting and celebration.
Seasonal packaging has become more than a decorative touch — it now influences purchase decisions, builds brand storytelling, and creates memorable moments for consumers.
This year’s collection of festive packs reveals how brands blend tradition, creativity, sustainability, and innovation to capture the spirit of Christmas and stand out on crowded shelves.
Key Trends in Christmas & Festive Packaging Design This Year
- Rich hues like gold, copper, silver, emerald, burgundy and midnight blue mixed with tartan, plaid and Nordic patterns.
- Premium textures such as foil, embossing and soft-touch varnish, plus simple icons like snowflakes, stars and winter greenery.
- Strong demand for gift-ready formats, including selection boxes, advent calendars and sharer packs.
- Advent calendars are growing in creativity with themed sets, baking kits, mixed treats and daily surprises.
- Retro logos and vintage artwork paired with rigid boxes, gold foil and elegant typography for a nostalgic yet refined look.
- Rising use of recyclable papers, compostable films and single-material formats, along with reusable tins and refillable calendars.
- Festive designs are showing up earlier to build excitement and boost early shopping
- Winter-themed visuals are used to keep momentum into the new year.
- Cross-category collabs linking chocolate, biscuits, coffee and bakery items with shared styles and co-branded designs.
Preview of Bakery Packaging Design Highlights for Christmas This Year
Greggs – Christmas Buns
Greggs, the UK’s largest bakery chain, is known for its accessible comfort foods, seasonal specials, and playful approach to branding — and its festive Christmas Buns perfectly reflect that spirit. A sweet vanilla fairy bun dipped in fondant icing and topped with sprinkles and a festive sugar-paste decoration, it’s designed to deliver a small moment of Christmas joy with every bite.
The packaging amplifies that feeling: a cheerful blue carton decorated with stars and a friendly reindeer, creating instant shelf appeal. Inside, each bun features a different festive character — from Santa and a Christmas tree to a penguin or Rudolph — bringing Greggs’ trademark light-heartedness to life.
Simple, nostalgic, and fun, the Christmas Buns remain one of the brand’s most charming seasonal highlights.
Greggs – Chocolate Christmas Tree
As a brand that thrives on simple pleasures and impulse treats, Greggs extends its festive creativity with its Chocolate Christmas Tree. Known for balancing affordability with delight, Greggs uses the product itself as the hero: a moulded milk-chocolate tree decorated with multicoloured sprinkles and topped with a golden star.
Minimal outer packaging keeps the focus on the product’s sculptural, gift-like presence. It’s a continuation of Greggs’ ability to turn everyday treats into festive moments that feel personal, playful, and celebratory.
Hovis – “Ho Ho Hovis” Festive Bread Range
Hovis® brings back its popular “Ho Ho Hovis” limited-edition Christmas packaging for 2024, rolling out across the full Soft White 800g range — Medium, Thick and Extra Thick — from 4 November.
Designed to stand out during the key pre-Christmas trading period, the festive packs aim to boost shopper appeal in the UK’s largest pre-packaged bread sector. The launch is supported by a nationwide social media campaign running through November and December, including chances to win exclusive Hovis merchandise.
Priced at £1.15, the seasonal loaves will be available across major supermarkets, independents and wholesale channels, building on the success of previous festive designs.
Fray Bentos – Festive Turkey Pie
Fray Bentos, famed for its iconic tinned pies since the 1880s, occupies a unique place in British pantry culture. Known for hearty, nostalgic comfort food, the brand leans heavily on tradition in both its products and visual identity.
This year’s Festive Turkey Pie embraces that heritage while dialing up the Christmas cues. The classic round tin is dressed in a bold red seasonal wrap, adorned with holly sprigs, snow-like speckles, and a generously illustrated puff-pastry top. The green banner tying in the “Festive Turkey” variant subtly echoes the colours of Christmas. It’s a timeless design update that transforms an everyday staple into a festive dinner shortcut with nostalgic appeal.
Donutelier – Luxury Festive Pastry Collection
Donutelier, a premium patisserie brand known for its artisan doughnuts and elevated bakery craftsmanship, brings haute-couture elegance to seasonal treats. The brand’s identity leans into precision, artistry, and luxury — and their festive pastry lineup reflects that ethos beautifully.
Rather than bright colours or cartoon motifs, Donutelier opts for sophisticated minimalism. Each creation — from the White Forest to the Santa Baba, Pistachio Raspberry Croissant, and Spiced Apple Crumble — is photographed against a clean white backdrop with refined typography.
The packaging and presentation highlight premium ingredients, intricate decoration, and patisserie-level finesse. It’s Christmas expressed through culinary artistry rather than traditional seasonal tropes.
Preview of Confectionery Packaging Design Highlights for Christmas This Year
Cadbury – Cadbury Heroes box
Cadbury, synonymous with Britain’s favourite family-sharing chocolates, delivers one of the most significant festive packaging developments this year with its Cadbury Heroes box.
As part of its ongoing push toward more sustainable packaging, the brand is trialling a new fully recyclable paper tub—available exclusively in select Tesco stores—and introducing Cadbury Flake into the Heroes assortment for the first time, temporarily replacing Eclairs. Created with DS Smith, the new paper format not only reduces reliance on virgin plastic but also signals Cadbury’s willingness to experiment with future-facing packaging models.
As Christina Bland, Brand Manager for Cadbury, explains: “The Heroes paper tub trial represents a step in our active work to explore new packaging solutions for our portfolio. This trial will inform our long-term packaging approach, and we are also excited to introduce Cadbury Flake to the assortment for this trial, offering a new favourite for consumers to enjoy.”
Customers are encouraged to scan a QR code inside the lid to share feedback, and Cadbury is supporting the trial with an in-store competition offering fans the chance to win cash prizes or Tesco vouchers with each paper tub purchase. The result is a festive packaging update that blends sustainability, innovation, and seasonal excitement—positioning Cadbury Heroes as a leader in the future of confectionery gifting.
Nestlé – KitKat Christmas Cabin Kit
Nestlé, known for transforming everyday treats into playful rituals, expands its festive lineup this year by inviting consumers to “break into Christmas” with a series of holiday products designed to spark connection. Alongside the new KitKat 12 Breaks of Christmas Advent Calendar and Allen’s BonBon, the much-loved KitKat Christmas Cabin Kit returns with a refreshed design.
Positioned as a hands-on holiday ritual, the build-it-yourself cabin turns the brand’s iconic “Have a break” ethos into a festive activity that brings friends and family together. The updated kit features customisable decorations, including new red and green mini Smarties, encouraging creativity and shared moments in the lead-up to Christmas.
As Nestlé notes, each item in the range is crafted to “dial up connection at Christmas—giving Aussies new traditions worth sharing, one delicious bite at a time.” The result is packaging that is warm, interactive, and deeply in tune with the idea of slowing down and savouring the season’s joyful breaks.
Haribo– Merry Mix
Haribo, beloved for its gummy icons and childlike sense of fun, brings its energetic personality to the season with the Merry Mix. Famous for its motto “Kids and grown-ups love it so,” the brand leans fully into that inclusive joy through colourful winter characters, snowy illustrations and a bright, friendly layout.
The packaging keeps Haribo’s playful DNA intact while adding festive cues that make the bag ideal for stocking fillers and party bowls. With a mix of classic gummies and seasonal shapes, Merry Mix turns confectionery into a moment of cheer — and reinforces Haribo’s role as the brand that makes the holidays feel just a little more magical.
Kinder – Festive Minis
Kinder’s Christmas minis feature a delightful snowy scene with cheerful characters and the brand’s classic white-and-red palette. The packaging design balances familiarity with festivity, using soft winter graphics and smiling figures to appeal to both children and adults. It’s a minimal yet emotive take on seasonal packaging that feels friendly, cosy, and unmistakably Kinder.
Rowntree’s– Safari Mix
Rowntree’s goes wild for the holidays with its Safari Mix, adding a festive spin to its playful jungle theme. The green background is stylised with Christmas trees and twinkling lights, while the cheeky animal illustrations bring humour and charm. It’s a creative crossover between nature and Noel — a clever seasonal adaptation that feels lively and modern.
Aero – Festive Selection
Aero, famous for its light, bubbly aerated chocolate and smooth melt, brings a more refined aesthetic to the season with its Festive Selection. Soft bronze tones, metallic accents and ribbon-like design elements give the packaging the feel of an elegant Christmas gift, while still showcasing Aero’s iconic bubble imagery.
By leaning into warmth and sophistication rather than overt novelty, Aero positions its festive collection as a premium yet approachable treat — ideal for gifting, sharing or elevating the holiday chocolate bowl. The packaging communicates lightness, indulgence and celebration all at once.
Ferrero – Golden Moments
Ferrero, globally associated with luxury gifting and golden-wrapped indulgence, extends its festive opulence with the Golden Moments assortment. The packaging embraces shimmering gold hues, delicate star motifs and premium finishes that echo the prestige of Ferrero Rocher. Designed to feel like a ready-made present, Golden Moments blends elegance with approachability, making it one of the season’s most giftable confectionery items. This is Ferrero’s brand DNA at its best — thoughtful presentation, rich flavours and a celebration of golden generosity.
Thorntons – Classic Christmas Collection
Thorntons, a heritage British chocolatier known for hand-finished confections and personalised gifting, leans proudly into tradition with its Classic Christmas Collection. Deep reds, gold script and holly-inspired illustrations give the box an old-world charm that aligns perfectly with the brand’s century-long reputation for craftsmanship.
The assortment inside reflects Thorntons’ commitment to comforting, nostalgic flavours, making this collection a timeless choice for families who associate the brand with meaningful seasonal rituals. It’s festive, familiar and rooted in British chocolate tradition.
If you’re looking to refresh your holiday packaging, Goulding Media can help you shape designs that feel festive, polished, and true to your brand.
As a UK packaging designer company, we work closely with businesses to create seasonal packs that stand out on shelves and deliver a warm, memorable experience.
When you’re ready to bring your Christmas ideas to life, our team is here to guide you through every step.
Wrapping Up
This year’s festive packaging shows how creativity, emotion, and smart strategy can elevate bakery and confectionery products during the busiest season. Rich palettes, nostalgic motifs, and luxurious finishes help brands create packs that feel special, while sustainable choices and reusable formats keep pace with modern expectations.
Interactive formats, early launches, and cross-category tie-ins also add excitement that carries through the entire holiday period. For businesses of any size, the message is clear: thoughtful design, a strong sense of story, and an enjoyable unboxing moment can turn seasonal items into memorable gifts that customers will look for year after year.
