After successfully navigating the railway strike and pouring rain, we finally arrived at the Speciality Fine Food Fair (SFFF) 2025, full of anticipation for what the show would reveal.

Our mission was straightforward: Can bakery goods truly compete in the gift market? The answer lay in what we would discover on the show floor.

Learning from the Masters

The confectionery and cosmetics industries have elevated gift packaging to a fine art. Consumers want to feel excited when they receive the box—and when they open it to discover the delights inside, that's just the beginning of the experience.

Remember those iconic tins of Roses that seemed to grace every grandmother's sideboard? Long after the chocolates were gone, those tins found new life storing buttons, sewing supplies, or treasured keepsakes. That's the kind of lasting impression and nostalgic value that exceptional packaging can create.

Perhaps you need to be of a certain generation to fully appreciate this sentiment, but there's something universally appealing about receiving an advent calendar filled with delicious surprises in each compartment. It's about creating

moments of joy and anticipation.

What We Saw at SFFF 2025

Walking the show floor, we encountered an impressive array of baked goods—from artisanal biscuits

and traditional panettone to gourmet pies and premium pizza bases. But here's what caught our attention immediately: the products with beautiful packaging were the ones that drew crowds.

Take New Forest Shortbread, for example. Owner Tracy explains:

"Beautifully presented in eco-friendly packaging, each box features hand-drawn images of the New Forest by a local artist, paired with rich stories on collectible tear-off cards about our very special National Park."

This approach transforms a simple purchase into a complete journey of discovery about place, tradition and craftsmanship.

Seggiano demonstrated how vibrant boxes with bold color choices can make seasonal baked goods irresistible. Their Colombian Easter cake packaging was particularly striking, proving that confident design choices can transform traditional celebration cakes into premium gifts.

Meanwhile, Grateful Pies caught our attention with their twist on French-Canadian tourtière pie—traditionally a Christmas Eve staple. Displayed in beautiful, traditional dark green packaging, it immediately evoked nostalgia and artisan comfort, perfectly positioning this seasonal product for the gift market.

Even pizza bases were elevated to gift status. BIGA by Pizza Si was launched in what could only be described as Disney princess packaging, with muted pinks and elegant gold font that transformed premium pizza bases into something truly gift-worthy.

But perhaps the most compelling story belonged to Wedgewood Nougat, to be branded as Walters &Bee in the UK, who have branched into biscuits that incorporate the trimmings from their nougat production. Their timeless packaging would delight any gift recipient, but there's a deeper layer to the creation of these boxes. They're crafted through their handmade box project, which creates meaningful work for previously disadvantaged people who overcome physical and mental challenges to provide income for their families. Here's packaging that doesn't just tell a product story—it creates social impact with every purchase.

We found ourselves ready to purchase items before we'd even tasted them. The packaging was doing the selling. But here's the crucial point for our industry: the products lived up to their packaging promises. Quality matched presentation.

The Industrial Baker's Opportunity

For industrial bakers, this presents a significant opportunity. While you've mastered the art of consistent, high-quality production, the gift market requires thinking beyond the product itself to the complete consumer experience.

Key considerations for industrial bakers entering the gift segment:

The packaging tell a should tell a story that justifies premium pricing. Consumers buying gifts are willing to pay more for products that feel special and thoughtfully presented.

Seasonal packaging can transform everyday items into gift-worthy products. Consider limited-edition designs for holidays, celebrations and special occasions.

Durability matters in gift packaging—recipients often keep attractive containers long after the contents are consumed, extending your brand's presence in their homes.

The Bottom Line

SFFF 2025 demonstrated that with the right packaging approach, baked goods can absolutely compete in the lucrative gift market. The question isn't whether your products are good enough—it's whether your presentation conveys their quality and gift-worthiness to consumers.

The industrial bakers who recognize this opportunity and invest in premium packaging solutions will find themselves accessing new market segments and commanding higher margins. In an industry where differentiation can be challenging, packaging might just be your competitive advantage.

The future of industrial baking isn't just about what's inside the package—it's about creating the complete gift experience that consumers crave.