Packaging has become one of the most decisive touchpoints between brands and consumers. It is no longer seen as a mere protective layer, but as a critical element of brand equity, consumer experience, and purchasing behavior. In fact, around 7 in 10 consumers say packaging plays a significant role in their purchasing decisions, with 77% citing recyclability as extremely or very important*. This rising expectation has placed pressure on companies to deliver packaging that is not only functional but also sustainable, visually distinctive, and aligned with modern lifestyles.

This is where Foopak and PinProof step in. One brings expertise in sustainable, high-performance paperboards. The other delivers creativity in design formats that demand attention. Together, they have developed bakery and cinema packaging that redefines how products are presented, carried, and consumed formats that are not only practical and recyclable, but also designed to stand out in an increasingly competitive marketplace.

A Collaboration Born from Market Demand

The collaboration is rooted in market reality: consumers now expect packaging to deliver on multiple dimensions—presentation, usability, and responsibility. The new formats were tested with these criteria in mind, ensuring strong retail appeal, consumer convenience, and standout visibility in social settings.

PinProof, a European design expert specializing in trend-driven concepts, brings creative vision. Foopak, APP Group’s innovative paperboard brand, provides the materials—recyclable, greaseproof, and moisture-resistant boards that meet both performance and regulatory requirements. The result is a pairing of design innovation with material science, producing packaging solutions that deliver immediate retail appeal while answering long-term industry demands.

Juozas Baranauskas (left), Director of PinProof Packaging, led the packaging concept development.

“Most packaging in the market is stuck in a loop. Same box. Same opening. Same tired format. Meanwhile, consumers are craving originality – something they can bring to a party, an office, or post on social media. We created two patented packaging concepts designed for the food and confectionery sector—and made them available for licensing,” said Juozas Baranauskas, director of PinProof Packaging unboxing experience studio.

Wahyu Rahyuni Butarbutar (far right) and Ricca Windysari (second from right) from Foopak, APP Group, showcased the packaging collaboration during the Vietnam International Printing & Packaging, 10-13 Sept 2025.

Wahyu Rahyuni Butarbutar, Product Marketing Manager at Industrial White BU, APP Group, highlighted how the partnership strengthens industry outreach: “Through this collaboration with PinProof, we’re combining our expertise in paperboard with their innovative design approach to better serve the industry. We hope this partnership helps us communicate more clearly with the market, both in terms of the solutions we offer and the strength of our brand as a premium paperboard designed for food and beverage packaging. We’ve showcased this collaboration at Vietnam Print & Packaging and Fachpack Germany, with more to come at Pack Expo Las Vegas, Paperex India, and future global events.”

Adding a market perspective, Benny Chiadarma, Regional Sales Head for Europe at Foopak, APP Group, noted: “These projects respond to a growing demand for packaging that is both sustainable and practical. They show how strong materials, and innovative design can come together to create solutions that meet real consumer and business needs, while being ready for market.”

Francesca Gavagnin (left) from Foopak, APP Group, showcased the packaging collaboration during Fachpack 2025 in Germany, 23-25 Sept 2025, and Uwe Melichar (right) from EPDA visited the booth.

Packaging Experiences Consumers Actually Want

The partnership’s first results are two packaging innovations built for both consumer engagement and operational practicality:

• Dual-Floor Bakery Box – Constructed with Foopak Greaseproof Board, this design resists oil and moisture while neatly separating products for improved display and convenience in serving.
• Snackie Cinema Box – Developed with Foopak Bio Container, this hexagonal layout organizes multiple snacks and dips in one compact format. It prevents mixing, enables stacking, and provides a differentiated cinema snacking experience.

Both solutions demonstrate how packaging can evolve beyond function to become a differentiator—delivering practicality, sustainability, and consumer appeal in equal measure.

Looking Ahead

As packaging continues to shift from utility to strategy, collaborations like this set the tone for the future. For bakeries, cinemas, and food brands, the message is clear: the next wave of consumer engagement will not be won by product alone, but by the packaging that delivers it.