.png)
Beyond Kraft: Why 2026 is the year of colour in food packaging
As we move further into 2026, consumers can expect a noticeable shift in food packaging colour trends.
With “dopamine packaging” appearing on shelves and in local coffee shops, brands are exploring how colour can capture attention and elevate everyday food and drink experiences.
Around ten years ago, the foodservice industry was deep in what many called the Kraft era. As demand grew for more sustainable packaging for food and coffee, the kraft cup quickly became the standard for takeaway drinks. Its natural tone suggested simplicity and environmental responsibility, aligning with consumer expectations for sustainable packaging.
Today, however, many foodservice brands and takeaway vendors are moving beyond kraft tones and embracing colourful food packaging. The shift is partly driven by a desire to avoid “shelf sameness”, where similar packaging styles make products blend into the background.
But where has this trend come from? And how can a simple change in colour turn a routine coffee purchase into a small moment of delight for customers?
The psychology of colour: How to influence your customers' appetite
Colour has long played a role in consumer decision making, particularly in the food sector. Brands have used food packaging colour strategically for decades because it directly affects how people perceive taste, quality and emotion.
- Red signals urgency and excitement. It can raise heart rate and stimulate appetite, which is why fast-food brands such as McDonald's, Five Guys and KFC incorporate it so prominently in their branding.
- Blue communicates trust and reliability. It is less common in food branding because it can naturally suppress appetite, but there are notable exceptions. Brands such as Pepsi and Deliveroo use blue to signal consistency and dependability, while Greggs uses the colour to create a familiar and comforting brand identity.
- Yellow conveys optimism, warmth and affordability. It is often paired with red to create an inviting environment, sometimes referred to as the “ketchup and mustard” effect. This combination can be seen across brands such as McDonald's, Burger King and Lay's.
- Pink is frequently used to signal sweetness and indulgence, helping brands create a playful and energetic identity. Companies such as Dunkin' and Taco Bell use pink tones to create a distinctive and youthful brand presence.
- Green remains the strongest visual cue for freshness and nature. It is commonly used by brands that want to emphasise natural ingredients and sustainability, including Subway, Starbucks and HelloFresh.
In a crowded market, strategic use of colour can help packaging stand out instantly while strengthening brand recognition. A distinctive colour cup or takeaway container can also create a moment of visual enjoyment that customers remember and share.
In a crowded market, strategic use of colour can help packaging stand out instantly while strengthening brand recognition. A distinctive colour cup or takeaway container can also create a moment of visual enjoyment that customers remember and share.
Stand out in the feed: Colour packaging and the ‘Instagrammable’ moment
So why has colour taken centre stage in recent years?
Colourful food packaging directly taps into emotion and impulse. Known as dopamine packaging, this approach uses bold colour and design to create an immediate positive reaction when someone first sees the product.
It is effectively designed for the modern scrolling mindset. Much like social media content, packaging needs to grab attention within seconds.
If a takeaway drink arrives in a striking colour cup or visually distinctive packaging, customers are more likely to notice it, photograph it and share it online. That simple visual appeal can transform packaging into a subtle marketing channel, increasing brand visibility far beyond the original purchase.
We have already seen this effect in other sectors. Restaurants, bars and cafés regularly design interiors or signage with social media in mind. The same principle increasingly applies to food packaging colour, turning a simple coffee cup into a shareable brand moment.
Sustainability meets style
For brands and suppliers alike, sustainability remains essential. The move towards colourful packaging does not mean abandoning environmental responsibility.
The original kraft movement was driven by a desire for sustainable packaging for food and coffee. That expectation has not disappeared. Consumers still actively seek brands that prioritise environmental impact alongside design.
In fact, research suggests that 78% of consumers consider a product’s environmental impact to be very important when making purchasing decisions.
Modern packaging innovation means that brands no longer need to choose between sustainability and visual appeal. Forest Stewardship Council-certified materials and new technologies such as aqueous coatings make it possible to produce vibrant packaging while maintaining responsible sourcing and recyclability.
At the same time, functionality remains crucial. Even the most visually striking packaging will fail if it does not perform well. Consumers still expect packaging to protect food, maintain temperature and help to preserve the aroma and temperature of hot drinks.
The future of food packaging is therefore about balance: combining sustainability, performance and visual impact.
Transitioning from kraft to colour
Ready to elevate your hot drinks offering with colour cups that are both eye-catching and sustainable?
Our vibrant Confetti range is designed to help brands stand out while maintaining the functionality and responsible sourcing customers expect. The result is packaging that delivers a feel-good moment while improving shelf appeal.
With under 5% plastic content, our colourful paper cups are recyclable across the UK and Ireland at dedicated cup recycling facilities and fully aligned with EPR requirements. Available in 8oz, 12oz, and 16oz, the mixed-colour sleeves add a pop of personality, while the double wall build keeps hands comfortable.
If you are interested in exploring bespoke branding or colour options, our team can help you develop packaging that aligns with both your brand identity and the latest industry trends.