Cellophane became widely used in the 1930s. The thin transparent film could be wrapped around any pack to seal it – making it more hygienic and keeping contents fresher. A Swiss inventor, Jacques Brandenberger, had discovered the formula as far back as 1869 but it was not until 1913 that it was first manufactured under the name of Cellophane, being made from an extrusion of wood pulp.
By the 1920s, transparent sheets were being used in the confectionery industry to wrap boiled sweets individually and also a variety of cartons and boxes such as cigarette packets. The first brand of cigarettes to do so in Britain was Craven ‘A’ in 1932.