In a delectable blend of tradition and innovation, Polish confectionery brand Brześć has taken a bold step toward sustainability by giving its popular puffs a packaging makeover. Now wrapped in a fully recyclable monomaterial film developed by Coveris Rypin, the brand’s flagship products are not just sweet on the inside they’re smart and sustainable on the outside.
The transformation comes as the European confectionery market continues to evolve, with Poland ranking fifth in Europe and generating an impressive €4.7 billion in 2024. Retail giants like discounters, supermarkets, and small-format stores have played a key role in pushing packaging innovations forward, and Brześć is leading by example with this eco-friendly move.
“Our new packaging is a direct response to the EU Packaging and Packaging Waste Regulation,” explains Arkadiusz Drążek, CEO of Brześć Sipa Sp.k. “It’s not just about compliance it’s about making meaningful changes that reduce waste and align with our values.”
Brześć, a name synonymous with quality sweet and savoury treats for over 40 years, is best known for its steamed dough puffs mini éclairs, crunchy bites, and fill-your-own puffs. Already beloved across Poland and internationally (including Germany, Slovakia, the USA, and even Dubai), these puffs now come wrapped in a packaging solution that matches their growing global appeal.
The recyclable BOPP film, produced at the Coveris Rypin facility, combines sustainability with functionality. With high transparency for product visibility and support for eight-colour flexographic printing, including matte or glossy finishes, the film adds premium appeal without compromising recyclability.
“We are proud to have successfully launched these recyclable films with Brześć,” said Wojciech Jankowski, head of sales at Coveris Rypin. “This collaboration is a strong example of how packaging innovation can support brand growth while helping retailers and manufacturers meet their sustainability goals.”
Brześć’s forward-thinking approach doesn’t stop here. Armed with Halal certification and a solid export strategy, the brand is poised to expand further into Western Europe and the MENA region. And with the continued support of Coveris, Brześć plans to roll out recyclable packaging across even more products in the near future.