An edible, flavorless wrapper could significantly enhance the convenience of enjoying ready-to-eat foods, provided that U.S. consumers can overcome their hesitation regarding its seaweed composition. The Evoware wrapping is likely to attract attention for two primary reasons: convenience and sustainability. Instead of hunting for scissors to open a Citracal Plus packet, consumers could simply consume the wrapper alongside their drink. Additionally, shoppers who prioritize the ecological impact of their purchases would view this innovation as a means to reduce plastic waste accumulating in landfills.
Waste reduction is increasingly important to many consumers. A significant number of shoppers are willing to pay a premium for products they consider eco-friendly and mission-driven. Sustainable packaging can also enhance a brand’s image by bestowing it with a desirable social responsibility reputation. The novelty of an edible wrapper may further entice consumers to try a product, similar to how startup company Loliware has introduced a compostable and edible cup made from organic sweetener and seaweed, which can be eaten as a snack or disposed of on the lawn after use. Evoware could benefit from this novelty, offering a quirky product with numerous potential extensions to its line.
As of now, Evoware has not disclosed whether its seaweed-based packaging is more costly than conventional plastic wrappers. If the price difference is negligible, consumers are likely to give it a chance. However, if the cost of the dissolvable, biodegradable wrapper significantly increases the price of the product it contains—like Citracal Plus—it may end up being perceived as a niche eco-friendly option rather than a mainstream solution.