MM Packaging Deeside is tapping into increased demand for stand-out on-pack special effects by introducing a new value-creating design effect that allows detailed print to be applied directly onto hot foil. The move expands the cartonboard firm’s finishing capabilities and gives brands more creative freedom when designing packaging and promotional materials.

This development allows printed details to sit cleanly on reflective foil without additional layers, producing a brighter, more vibrant finish with a flatter appearance that enhances clarity and impact. Hot foiling can also be combined with embossing/debossing in order to create a 3D printed effect and the high-impact packaging embellishments brands are now demanding.

The addition forms part of MM Packaging Deeside’s end-to-end service, allowing projects to move seamlessly from concept through to final production. By integrating this capability, the team can offer greater consistency, shorter lead times and more efficient development for customers.

Julian Freeman, Managing Director at MM Packaging Deeside, said: “It was encouraging to see how well our trials performed. The results confirmed the process works reliably and produces high-quality, durable finishes.

“Being able to offer hot foil printing will help customers see the added value that can be achieved. It gives them more choice when developing pack designs, allowing them to create features that draw attention, support stronger product differentiation and deliver added value to their packaging.”

The MM Packaging team has seen enquiries rise as brands look for new ways to make seasonal and premium packaging stand out. Across the industry, there is a growing trend to combine print, foil and texture to create tactile designs that grab consumers’ attention on-shelf. MM Packaging helped produce the award-winning carton for Toblerone Truffles, demonstrating their expertise in bringing high-impact, luxury product finishes to life.

This new capability supports projects across confectionery, beauty, gifting and retail sectors, where reflective finishes and the desire for premium cues are often key requirements. The ability to combine detailed print with foil and textured effects opens up new creative possibilities for brands looking to make a stronger impression on-shelf.