From fibre-based formats to premium gift tins, a PKN store check reveals how Easter chocolate packaging is evolving across Australian supermarkets and speciality chocolatiers.
With Easter approaching, PKN took to the shelves to see how packaging is shaping one of the year’s most visually driven confectionery categories. Across supermarkets and speciality retailers, a clear shift is underway with fibre-based materials, premium presentation formats and more considered pack designs coming to the fore, even as the category remains inherently packaging-intensive.
One of the most visible changes on shelf is the growing predominance of cardboard and paper-based formats. Shelf-ready displays across major supermarkets are now overwhelmingly fibre-based, replacing the plastic-heavy merchandising units that once dominated seasonal confectionery aisles.
Plastic is still visible in shelf-ready shippers and for individual items where it plays a protective role for delicate shapes, but overall the material is far less visible than in years gone by.
Fibre leads the materials shift
Brands including Cadbury and Lindt are leaning into carton-based packaging structures, with simplified designs that reduce plastic components while maintaining a strong shelf presence. In Woolworths and Coles, Lindt displayed its gold bunny and egg with cardboard packaging that has an open window to show the product, and most Cadbury Easter eggs were in cardboard packaging.
Independent chocolatiers are also advancing fibre formats. Koko Black showcased a moulded fibre egg tray paired with a cardboard wraparound, which is a format that signals a move towards plastic-free presentation while retaining protection and premium appeal. The brand also offered an Advent-style calendar called ‘Twilight Treasure Hunt’ 9see below) made mostly of paper-based packaging, and cardboard packaging for ‘a dozen praline eggs’ shaped to hold the eggs securely.
The shift aligns with broader global trends, where brands are under pressure to reduce plastic use, even in categories traditionally reliant on elaborate packaging.
Premiumisation drives format innovation
At the same time, Easter continues to be treated as a gifting occasion, with packaging playing a central role in perceived value. Across both supermarkets and specialty stores, premium formats are increasingly prominent, with metallic finishes used to elevate presentation.
Metal, in particular, is making a strong showing, with gift tins and keepsake-style packaging observed across ranges. Koko Black is merchandising its Easter-themed 'Discovery Tin'; Haigh has a limited edition egg-shaped tin with an Easter mix, while Ferrero Rocher is presenting a premium gold egg-shaped keepsake tin.
These formats are designed not only to stand out on shelf, but to extend the life of the packaging beyond the product itself, reinforcing value at a time when confectionery prices remain under pressure.
Creativity and theatre on shelf
Easter remains one of the most creative packaging seasons, and that is clearly reflected in-store. Novelty and storytelling are key, particularly among premium chocolatiers.
Koko Black’s ‘Twilight Treasure Hunt’ advent-style calendar is a standout example, bringing an interactive, multi-day consumption experience into the Easter category. The format borrows from Christmas advent traditions, demonstrating how brands are experimenting with new packaging concepts to drive engagement.
Traditional icons also remain strong. The Lindt Gold Bunny continues to anchor shelf displays, with its familiar gold foil and red ribbon delivering instant recognition and seasonal continuity.
Smaller formats, more variety
Another noticeable shift is the move towards smaller formats and multi-pack offerings. Instead of a single large egg, shelves are increasingly populated with a mix of mini eggs, share bags and bundled gift packs. Haigh’s offered a large, egg-shaped tin that contained multiple smaller eggs inside, while Cadbury had a 20-piece hollow Easter egg offering presented in a single, integrated packaging format.
This format diversification creates more purchasing occasions and price points, but also results in a broader range of packaging types and formats on the shelf.
Balancing sustainability and tradition
While the transition to fibre-based materials is evident, Easter remains a category where packaging is central to the product experience. Protective layers, foil wrapping, decorative elements and gifting formats all contribute to its enduring appeal.
What we're seeing on shelf demonstrates that brands are seeking to reduce unnecessary materials, simplify structures and introduce recyclable components, while still delivering the visual impact and sense of occasion consumers expect.
