The many nuances of goodness, according to Loacker
After three generations and a century of history, Loacker has grown into a global multinational without losing sight of its roots based on values expressed in its brand, packaging and product quality. To learn more, ItaliaImballaggio spoke with Andrea Canale, Art Director and Head of Graphic Arts for Global Marketing at Loacker.
Maria Costanza Candi
In 1925, Alfons Loacker, a South Tyrolean confectioner with a passion for football, chose to specialise in wafer production because, unlike other chocolate specialities, wafers could be produced with a schedule that left weekends free, allowing him to focus on his beloved football team. It was that same team spirit that helped establish Loacker's first sales network: Alfons encouraged his teammates and fellow fans to ask for his biscuits in the cafés of Bolzano, where the company was originally based. In 1958, with the arrival of the second generation, Armin and Christine Loacker became the custodians of what is now a hallmark of the brand: the crispness of the wafer combined with the unmistakable taste of the cream fillings, made possible by the high quality of the raw materials. Driven by the need to preserve these unique qualities, the company decided to relocate to the Renon plateau, at an altitude of 1000 metres. The lower humidity at this elevation proved ideal for producing wafers with the legendary crispness that has become Loacker's signature, today distributed in 120 countries worldwide.
Let’s talk about new trends, particularly smart packaging, which creates a dialogue between the consumer and the product.
“In our view, smart packaging is closely linked to the sensitivities of individual countries”, says Andrea Canale. “Just think of the widespread use of QR codes in China compared to Europe. It's a tool that enables multi-target communication across different channels: from B2B to B2C. China and Saudi Arabia are just two examples of the many markets where Loacker is considering the development of specific packaging clusters that meet local regulatory requirements. At Loacker, we are moving in two directions. On the one hand, packaging is a strategic communication tool – take, for example, the Scelte Buone (Good Choices) campaign. Here, the concept of ‘goodness’ is linked not only to ingredients and taste but also to sustainability policies, aimed at reinforcing the company’s commitment to becoming a certified BCorp by 2027. In this journey, QR codes play a crucial role as tools for information sharing and product traceability, an area of growing importance for certification bodies. We are working with GS1 to define the framework for what can be communicated to the market through multi-level QR codes, with the goal of ensuring traceability for both buyers and consumers, while also providing additional content”.
Therefore, does interactivity mean both traceability control and dialogue with the consumer?
“Yes. On the back of our packs, we've added the message ‘Discover our sustainability paths’, which links to a dedicated landing page”, explains Canale. “This year, to mark our 100th anniversary, we have introduced the claim Ribelli ma buoni (Rebellious but Good), which bridges our classic slogan Loacker che bontà (Loacker, What Goodness) with ethical values that go beyond taste and quality. What we want to convey is that, for us, goodness represents a set of actions that encompass the entire life of the company. It's also a good-humoured nod to the stereotype of us South Tyroleans, often seen as rigid, yet deeply committed to quality. The goal is to give the brand a personality that's closely tied to its place of origin. It’s not just logos or colour schemes that define us, but the values we convey through our intrinsic quality, of which packaging is an integral part. It began with simple paper, evolved into tin foil, and has since followed a path shaped by the principles of modernity, while remaining firmly anchored in our traditional values. Our packaging reflects both content and values, combining a strong brand identity with nutritional information. As our president, Ulrich Zuenelli, puts it, we strive for ‘the perfect balance between vertical integration and horizontal differentiation’. Vertically, i.e. on the shelf, Loacker must be instantly recognisable, even from a distance. As customers come closer, they should be able to perceive the breadth of our product range and sense how our brand continues to evolve, all while preserving the identity and pride of a traditional company that consistently goes beyond market trends”.
What about materials?
“In the last 15 years, we have taken several key steps forward – moving from paper to metallised polypropylene, and then making another major leap by reducing the plastic component. We place great importance on the performance of the packaging, as we believe it is essential to fully preserve both the product's organoleptic qualities and the integrity of the packaging itself. Driven by our commitment to sustainability, we began by reducing packaging weight by 25-30%. Then, three years ago, we transitioned to a mono-material solution, embracing all the technological changes that this requires. In 2025, we will have come to the end of the path, none of our packaging will be destined for mixed waste. Looking ahead, we are developing innovative solutions that honour the promise our founder, Armin Loacker, made to consumers. In fact, he often used to say, “We are famous because we are good”. When this philosophy is reflected in our packaging, it means that we are staying true to the product's characteristics. It all starts with the recipe, which must remain faithful to the original. From there, we focus on sustainability, where, in our opinion, consumer satisfaction is a key component and packaging plays a central role. This comprehensive approach also extends to our innovative lines, such as those dedicated to wellness, consumers with intolerances, and the growing segment of so-called ‘flexitarians’ – consumers who, despite having no dietary restrictions, actively choose ‘free-from’ products. This is a new market segment that we are monitoring closely, offering product lines that are identical in every way to the ‘original’ ones: one of our key strengths. Think of options like 30% less sugar or wholegrain: different nutritional profiles, but the same quality and taste. These represent new platforms through which we offer all the quality and goodness associated with the Loacker name.
As we celebrate our 100th anniversary, it is important to reaffirm that our sense of tradition is rooted in the positive evolution of our brand values. Rather than altering the brand, we continue to focus on goodness and integrity as the core of our production, qualities that continue to resonate with consumers. One of our most distinctive commitments is the complete absence of both natural and artificial flavourings in our products. This same level of rigour extends to the choice of our packaging materials, for example, we have eliminated the use of chlorine-based inks from our production process. In a nutshell, we define our values and bring them to life in every aspect of what we do”.
When does packaging influence your marketing decisions?
“I come from a background as a converter, and I owe a great deal to that experience. When engaging with different audiences of professionals, whether technicians or communicators, having an understanding of production issues gives you a real sense of the technical requirements needed to develop innovative solutions through constructive dialogue with the different professions. It also helps you to recognise the complexities behind the development of packaging. That’s why our department is designed to be self-sufficient, bringing together both creative and pre-press expertise. It is a single team with two complementary souls, working in constant collaboration to develop innovative packaging. Everything is designed in-house, thanks to a team equipped to handle the technical challenges related to country-specific distribution, sealing, painting and the creative vision that defines our unmistakable brand identity."
