December 3, 2025

This article was originally published by European Supermarket Magazine. Click here to view it on the website.

SFA Packaging has developed a sustainable molded fiber (paper pulp) inlay for the Tony’s Chocolonely Advent calendar, supporting the brand’s ambition to transition to a fully mono-material packaging format.

The new inlay also needed to run efficiently on the co-packer’s production line.

Innovation In Molded Fiber

In many food packaging applications, cardboard outer boxes are combined with plastic inlays, which complicates recycling.

For this project, SFA Packaging created a molded fiber inlay that can be processed together with the cardboard box, in the same recycling stream.

This mono-material approach supports a circular material flow and aligns with the 2030 European PPWR guidelines.

Precision In Design And Development

Developing the inlay required a high level of accuracy. Each cavity had to correspond exactly with the position of the chocolates behind the doors.

The limited discharge angle in molded fiber production posed a technical challenge, prompting several design iterations and prototypes.

SFA Packaging ultimately achieved the right balance between sturdiness, discharge angle, and fit for both the large and small Advent calendar formats.

Improved Efficiency For The Co-Packer

The molded fiber inlay is easier to fill and insert into the outer box, resulting in a smoother and faster packing process.

Production staff now handle fewer manual steps, and the co-packer benefits from improved speed, stability and efficiency during filling.

Cooperation And Results

The cooperation between Tony’s Chocolonely and SFA Packaging was constructive and positive.

Laura van Veen, purchaser at Tony’s Chocolonely, said, “This project with SFA has helped us take a great first step towards a more efficient and sustainable packaging solution. Despite scheduling challenges, we appreciate the team’s commitment and flexibility.

“We look forward to continuing to build on improvements for future editions together.”

Growth And Vision Of SFA Packaging

SFA Packaging has been developing mono-material, 100% recyclable plastic packaging for more than 30 years.

There is a growing demand in the market for alternative raw materials with similar levels of sustainability.

With the introduction of molded fiber, SFA now offers customers a choice between plastic and a fibre-based alternative, with the same quality and 100% recyclability rate.