A dissolvable, flavorless wrapper presents a promising opportunity to enhance the convenience of consuming convenience foods—assuming U.S. consumers can overcome the notion that it is made from seaweed. The Evoware wrapping is likely to attract consumers for two primary reasons: convenience and sustainability. Instead of fumbling for scissors to open a Starbucks VIA packet, one could simply consume the wrapper along with the coffee. Additionally, shoppers who prioritize the ecological footprint of their purchases may view this as a viable method to reduce the accumulation of plastics in landfills.
The importance of waste reduction is becoming increasingly recognized among consumers. Many are willing to pay a premium for products they consider sustainable, environmentally friendly, and mission-driven. Sustainable packaging, such as Evoware, can also enhance a brand’s image by providing it with a desirable social responsibility aura. The novelty of an edible wrapper could entice consumers to try the product, similar to how startup Loliware has developed a compostable and edible cup made from organic sweetener and seaweed, which consumers can snack on or toss onto their lawns after use. Evoware could leverage the same advantages as Loliware, as a quirky new offering, but with even broader possibilities for product expansion.
Evoware has not disclosed whether its seaweed-based product is pricier than conventional plastic wrapping. If the cost difference is negligible, consumers are likely to give it a chance. However, if the citrate plus dissolvable biodegradable wrapper significantly increases the price of the product it contains, it may find itself relegated to a niche market as an eco-friendly alternative. The balance between cost and sustainability will ultimately determine its success in the broader marketplace.