Recently, a chocolate brand founded in 1993 (praised as the “Rolls-Royce of chocolate”) won the first prize for sustainable packaging in the Dieline Awards 2025 with its pulp molded egg-shaped packaging. The brand was acquired by Mars for RMB 4.8 billion (£534 million) in 2024. The market popularity of each 250g box, two packs per set, priced at about RMB 600, reflects the breakthrough of pulp molded packaging in the field of high-end food, opening the door to high-end development for the pulp molded industry.

From an industry perspective, the breakthrough of pulp chocolate packaging in the “luxuryization” of high-end food products confirms its dual advantages of sustainability and styling flexibility. When Dieline Awards awarded the pulp molding works, it was not only a recognition of the material itself, but also highlighted the pulp molding equipment’s ability to support process accuracy and modeling complexity – from the formation of the egg-shaped structure to the stability of mass production, all rely on advanced equipment and full-chain technology.

This case promotes the upgrading of industry cognition: pulp molding is no longer limited to conventional packaging, but can enter the high value-added track through the technical iteration of pulp molding equipment, creating differentiated competitiveness for the brand.

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