Pure indulgence
Spending time in the confectionery section of London’s famously luxurious department store Fortnum & Mason last week was a joy. The mainstream confectionery brands that we know and love in the UK have their place – elsewhere – of course, but this is somewhere you might go to find something extra special. That is, if you don’t mind jostling with a few tourists!
The products on sale have obviously been selected for their superior ingredients and taste appeal, but what is also noticeable is that the quality of the packaging is at least if not more important. Everything looks expensive!
There are a noticeable number of ornate tins on display, which obviously make particularly appealing gifts, both for tourists to take home and to be given by the locals. These products of course command a premium price, which is what allows the product manufacturers to select such an expensive packaging option. Having spoken to a metal packaging supplier at a recent trade show, I was in awe of some of the etching and printing effects that can be achieved. And actually, thinking about it, innovation in this area has meant that other products that aren’t quite so premium can also afford to indulge.
Alongside the premium packaging materials are the products displayed in glass cases. The huge blocks of nutty nougat caught my attention, as did the pastel coloured artisan marshmallows and macarons. Then there’s the fresh chocolate counter and the ultra pretty cup cakes. Overall, the effect is pure indulgence.
