Sonoco: Aluminium packaging evolving beyond protection with premium design and digital engagement

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Brands are increasingly using aluminium packaging not only to protect products, but also to create premium designs, connect with consumers digitally and support circular packaging goals, according to Sonoco. 

"Across fish and pet food applications, aluminium packaging demonstrates its versatility: not only through product protection and recyclability, but also through the premium decoration possibilities that enable brands to stand out on the shelf and create lasting consumer engagement," speaking to Packaging Insights, Francesco Giannolo, Vice President for Commercial at Sonoco Consumer Packaging EMEA and APAC, said. 

Premium aluminium packaging supports evolving consumer demand

Sonoco said brands are increasingly turning to aluminium packaging to improve shelf appeal while meeting growing demand for more sustainable packaging.

Among its latest developments is a collaboration with Fábrica de Conservas da Murtosa on the Portuguese Gold sardine tin, which combines lithographic printing with embossing and debossing to transform a traditional sardine tin into premium packaging that reflects Portuguese heritage. 

The company is also seeing rising demand for 85 g aluminium cans used for wet pet food, as manufacturers review packaging choices in response to the European Union's (EU)Packaging and Packaging Waste Regulation (PPWR).

According to Giannolo, aluminium's barrier properties, recyclability and established recycling infrastructure make it an attractive alternative to multi-material flexible pouches while helping preserve product quality and shelf life.

To support this growing market, Sonoco has expanded its metal packaging capabilities for wet pet food through a new production line in Outreau, France, alongside its paper packaging operations for dry pet food products.

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Design becoming a key differentiator for aluminium packaging

Sonoco said packaging design is playing a growing role as brands look to strengthen their visual identity and engage consumers more effectively.

Giannolo said aluminium offers high-quality printing capabilities that allow brands to combine heritage-inspired designs with modern aesthetics across different product categories.

"We are responding by working closely with our customers to develop packaging solutions that combine functional performance with impactful design, supporting brand differentiation and consumer engagement," he stated. 

Digital connectivity expands aluminium packaging's role

Beyond appearance, Sonoco believes digital technology is expanding the role of aluminium packaging by improving traceability and consumer interaction. 

The company said its printing capabilities allow unique QR codes to be incorporated directly onto aluminium packaging, enabling consumers to access product information, provenance details, recycling guidance and sustainability credentials.

"Beyond transparency, connected packaging opens new possibilities for consumer interaction and brand storytelling, transforming the pack into a gateway between the physical product and digital experiences," he said.

Circularity expected to drive future aluminium packaging growth

Looking ahead, Sonoco expects aluminium to play a bigger role as packaging regulations place greater emphasis on recyclability and circular economy goals.

Giannolo said aluminium's property of infinite recyclability and well-established recycling infrastructure position it strongly under evolving sustainability frameworks, including the PPWR and its focus on high recyclability standards.

He added that while no single packaging material is suitable for every application, aluminium continues to offer a combination of product protection, lightweight performance and premium decoration that supports a wide range of food packaging applications.

“At Sonoco, we see this evolution as an opportunity to further support our customers by combining material expertise and advanced printing capabilities, helping them unlock the full potential of aluminum not only as a sustainable packaging material, but as a platform that connects performance, storytelling, and digital engagement," Giannolo said. 

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