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Holiday gifting is no longer just about what’s inside the box.

This year, the wrapping paper has leveled up and is stealing the show. Scented, lickable, textured, pastry-coded—these brands are giving December a whole new sensory category.

Photo Credit: @polychromegoods

Why now? Blame the “make everything an experience” era. People want their gifts to smell like soda, feel like a baguette or taste like a KFC burger. TikTok’s already treating wrapping paper like a personality test, and brands are sprinting to make sleeves that slap—on sight and on sniff.

Here are a few of our faves to gift up your spirit:

Olipop’s Soda-Scented Wrapping Paper

Photo Credit: Zenda Trieu

Olipop said “holiday serotonin” and dropped cola-, ginger ale- and crisp apple–scented wrapping paper inspired by their limited-edition cans. They’re not even selling it. They’re giving it away to 1,000 fans during a nine-day giveaway.

Cinnabon’s Cinnamon Roll Wrapping Paper

Photo Credit: Cinnabon

If your love language is mall-food-court nostalgia, Cinnabon understood the assignment. Their teal and pink rolls smell like warm, sticky cinnamon rolls, meaning your presents now whisper “treat yourself” before anyone even opens them.

Aldi’s Pigs-in-Blankets Lickable Wrapping Paper

Photo Credit: Aldi

UK Aldi shoppers are competing for the chance to snag lickable wrapping paper flavored like the retailer’s cult-favorite pigs in blankets. Stickers peel back to reveal edible(ish) zones. It’s festive and unhinged, which is precisely why it’s trending.

KFC’s Stuffing Stacker Lickable Wrap

Photo Credit: KFC

KFC teamed up with London artist SOLDIER to create a festive burger-flavored wrapping paper infused with notes of chicken, stuffing and cranberry. The lickable bits come with protective covers. Free online, because nothing says holiday spirit like poultry-coded packaging.

Bakermee’s Bread-Inspired Wrapping Sheets

Japan’s Bakermee said “carbs but make it couture” with wrapping sheets that mimic baguettes, flaky danishes and fluffy white bread. The texture even feels like real crust. Your gifts will look like they walked out of a boulangerie.

Manly Man Co.’s Bacon-Scented Wrapping Paper

For the person who owns a novelty grill apron and means it, there’s scratch-and-sniff bacon wrapping paper. It’s 30 inches wide, eight feet long and smells like breakfast whenever you swipe it. Your living room may never recover.

Wrapping paper has officially entered its “why stop at cute patterns when you can trigger all five senses?” era. If your holiday presents don’t smell like cola, cinnamon rolls or pork products, are you even participating?