Sales packaging as a success factor

The advertising appeal of packaging is becoming increasingly important. Sales packaging has considerable potential for brand building, brand loyalty and sales success. It is in direct contact with the end consumer, shortens the time taken to make a purchase decision and provides guidance at the point of sale. Packaging does more than just protect the contents; its design underlines brand values and creates a multitude of added values. But that is not all: Cardboard sales packaging is eco-friendly because it is made of renewable raw materials and, at over 80%, has the highest recycling rate of all types of packaging.


What packaging do I have to licence?

Sales packaging

Sales packaging is packaging that is ‘offered to the end consumer as a sales unit comprising goods and packaging’.

Packaging in the mail order business

Mail order packaging is also considered to be sales packaging if it is sent filled to the end consumer. It must be licensed by the initial distributor (in this case the mail order and Internet trading company, for example).

Service packaging

Service packaging includes packaging that is filled as soon as the products are purchased and that is absolutely essential for transporting the goods. This includes the likes of bakery bags, fast food packaging and pizza boxes. Here, too, there is a licensing obligation that can be transferred to the manufacturer of the service packaging or the pre-distributors (paper wholesalers).

Important: Gift packaging is not service packaging; instead, it is considered to be sales packaging when it is filled and delivered to the end consumer.

Commercially used packaging/transport packaging

All packaging that is used between companies/traders (i.e. does not accumulate on private end consumers’ premises) is considered to be commercial sales packaging or transport packaging and is not subject to licensing.

Can I transfer the registration and licensing obligation and the requirement to submit a letter of representation to a third party?

  • Service packaging:

    In the case of service packaging (bakery bags, wrapping paper, etc.), a third party (pre-distributor/manufacturer) can take over responsibility for licensing.

  • Sales packaging:

    For sales packaging, the registration and licensing obligation cannot be transferred to a third party. According to the German Packaging Act, this obligation rests clearly with the initial distributor. A third party who, for example, transfers annual reports to a waste disposal company can only be appointe However, the licensee is always the initial distributor, since only they – and not the third party – know what packaging enters the German market in what quantities as sales packaging and therefore has to be licensed under a dual system.

Karl Knauer’s packaging experts will be delighted to inform you of the legal framework conditions for packaging solutions.

Packaging – your super seller – or: How to turn your product into an attention-grabber

Finishes boost buyers’ acceptance of prices

Finishes are worthwhile, as they underline quality and set brands apart from the competition. They help consumers to make purchase decisions at the POS and highlight the product’s value. The higher the packaging’s quality, the more willing customers are to accept prices.

Discover our range of finishes now

Silver circular embossing
Celebrate occasions with the perfect packaging

Windows simplify the purchasing decision

If someone is interested in a product at the POS, they want to see as much of it as possible, hence the trend towards open packaging. Open boxes offer more than just sufficient advertising space; they also give a view of the product that incites the buying impulse and offer optimum product protection. From partial to complete visibility – everything is possible.

Folding boxes for muesli with window
Clear view of the product

Spectacular packaging attracts all the attention

A stage for your product: Integrating light is an ideal option for contents that are particularly valuable. There are a wide range of techniques available – choose from light choreographies that last a few seconds, flashing when the packaging is opened, or light-up presentation. The options are outstanding! (280)

Discover the world of illuminated packaging


Illuminated packaging for Bombay Sapphire gin in blue
An award-winning eye-catcher: Illuminated packaging

Sustainable packaging is on trend

75% of consumers state that packaging’s environmental impact influences their purchasing decision. More than 50% believe that cardboard is the most eco-friendly and recyclable packaging material. 77% of consumers would pay more for greener packaging. More than half of all consumers have already switched brands because of the packaging.

Folding box for tomatoes with cut-outs
Tomato shaker made of cardboard from agricultural waste, using as little material as possible
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