Advent Calendars: Creativity and Sustainability in Packaging to Delight and Impress
Every year, advent calendars become a powerful way for brands to spark anticipation, build emotional connection and showcase their products in a gift-ready format. For 2025, MM Group brings its full range of design, material and innovation expertise to the category, proving that even a familiar seasonal classic can become a standout retail experience.
To showcase the complex and aesthetic advent constructions that MM’s fibre-based portfolio makes possible, designers at MM C.P. Schmidt created the MM-branded “Advent Townhouse Calendar.” The elegant tower structure integrates SimplyTray – a more sustainable, flexible, and cost-effective tray made entirely from cartonboard which replaces standard plastic trays.
Another innovation, the Carton Cavity System (CCS) developed by MM Premium Vienna also replaces traditional thermoformed polymer trays with a patented fibre-based mono-material construction. Available using an assortment of board qualities from MM Board & Paper, the CCS inserts are delivered flat and nested, reducing storage volume and transport emissions. Designed for recyclability within established paper and cartonboard waste streams, the system supports product protection and shelf presentation while reducing overall plastic consumption.
Used in several advent calendars produced with ALASKA® STRONG — including Heindl, Lübecker Edel-Marzipan and MM’s own advent calendar for employees — the CCS accommodates variable cavity numbers, shapes and depths, making it suitable for confectionery, cosmetics and a range of advent calendars such as coffee, fragrance and makeup advent calendars.
Award-Recognised Advent Calendars Across Food and Beauty
A standout this year is the Kotányi Advent Calendar, manufactured by Bösmüller Print Management using ALASKA® WHITE cartonboard. This calendar earned the Jury Award 2025 at the Carton Austria Award — a recognition of its refined design, high-quality material use and thoughtful construction that transform a seasonal product into a premium, more sustainable gift solution.
In addition, two MM Group projects were named finalists in the European Carton Excellence Awards this year: the Milka Advent Calendar and the Forsman Tea Advent Calendar. Milka’s edition combines festive storytelling with interactive play, featuring pop-up structures and ornaments children can assemble throughout December. The calendar is printed with water-based inks and designed for fibre-based recyclability, creating a more responsible chocolate advent calendar format.
The Forsman Tea Advent Calendar demonstrates the impact of material choice on design and environmental responsibility. Using ALASKA® BRIGHT board from MM Kotkamills, the entire production process took place in Finland. In addition, the calendar avoids polymer coatings and includes reusable inner tea boxes, supporting extended product use beyond the holiday season.
In addition, the Heindl and Forsman advent calendars are nominated for the WorldStar Global Packaging Awards, highlighting MM’s leadership in fibre-based packaging solutions that are both responsible and creative. Fingers crossed, they will be among the winners announced in January!
Award-Recognised Advent Calendars Across Food and Beauty
With technical versatility, recyclable fibre-based construction and high shelf impact, MM Group’s diverse advent calendar portfolio shows how seasonal packaging can deliver meaningful consumer experiences and measurable environmental benefits. Whether for beauty, food or lifestyle products, MM supports brands in creating packaging that delights customers, reduces plastic usage and is designed for recycling within established waste streams – both during the holidays and every other day of the calendar.
