In a delectable blend of tradition and innovation, Polish confectionery brand Brześć has made a significant advance toward sustainability by revamping the packaging of its popular puffs. These treats are now encased in a fully recyclable monomaterial film developed by Coveris Rypin. As such, Brześć’s flagship products are not only delightful on the inside, but also smart and sustainable on the outside.
This transformation aligns with the evolving dynamics of the European confectionery market, where Poland is poised to rank fifth, generating an impressive €4.7 billion by 2024. Retail giants—including discounters, supermarkets, and small-format stores—have been pivotal in advancing packaging innovations. In this landscape, Brześć is setting a benchmark with its eco-friendly initiative.
“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.”
With a legacy of quality sweet and savory treats spanning over 40 years, Brześć is renowned for its steamed dough puffs, mini éclairs, crunchy bites, and fill-your-own puffs. Loved across Poland and internationally—including markets in Germany, Slovakia, the USA, and Dubai—these puffs now feature packaging that reflects their expanding global appeal.
The recyclable BOPP film, produced at Coveris Rypin’s facility, seamlessly marries sustainability with functionality. Its high transparency enhances product visibility, while the film supports eight-color flexographic printing options, including matte and glossy finishes. This elevates the product’s premium appeal without compromising recyclability.
“We are proud to have successfully launched these recyclable films with Brześć,” stated Wojciech Jankowski, head of sales at Coveris Rypin. “This collaboration exemplifies how packaging innovation can drive brand growth while assisting retailers and manufacturers in achieving their sustainability objectives.”
Brześć’s forward-thinking strategy doesn’t end here. Equipped with Halal certification and a robust export plan, the brand is well-positioned for further expansion into Western Europe and the MENA region. With ongoing support from Coveris, Brześć aims to extend recyclable packaging across a broader range of products in the near future.
