The Diploma thesis concentrates on innovation of products’ packaging of company ANTON ANTOL, s. r. o. The main goal of this work is to make a research and to determine factors influencing customers by innovation of bakery products´ packaging of examined company and on the basis of these to make a suggestion about the innovation of products’ packaging for the company. The theoretical part consists of 3 chapters in which there are definitions of terms such as product, product´s packages and innovation of packages. The practical part characterizes examined company and its product portfolio. After that the customers’ perception of products and packages of examined company is analysed and the evaluation of realized research in the form of questionnaire and in the form of personal discussion with customers is also analysed. And the end of this work based on gained information we provide the company several recommendations for innovations of packages that can be helpful for company to achieve its goals, to make itself known and to achieve great benefits.