The invention relates to a packaging (32) for a food product (10), such as a confectionery product which is wrapped in a rectangular strip (14) of material which is wound around the product, characterized in that the packaging comprises: an outer sleeve (32) comprising an upper sheet (36) and a lower sheet (34) joined together by a vertical rear back (38) and each facing opposite faces of the product; and means (50, 80, 82) for retaining the product (10) inside the sleeve (32). The packaging sleeve advantageously constitutes an advertising medium.