A dissolvable, flavorless wrapper could significantly enhance the convenience of enjoying convenience foods, provided that U.S. consumers can overcome their apprehensions about its seaweed composition. 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. Moreover, shoppers who prioritize the ecological impact of a product would view this as a means to reduce the accumulation of plastics in landfills. As waste reduction becomes increasingly important to more consumers, many are willing to pay a premium for products they consider environmentally friendly and mission-driven. Sustainable packaging not only aids in waste reduction but also enhances a brand’s image by bestowing a desirable social responsibility aura.
The novelty of an edible wrapper might also entice consumers to try a product. Start-up company Loliware has developed a compostable and edible cup made from organic sweetener and seaweed, which can be consumed as a snack or disposed of in the lawn after use. Evoware could potentially reap the same advantages as Loliware, given its quirky product appeal, while also having greater opportunities for product line expansion.
However, Evoware has yet to disclose whether its seaweed-based product is pricier than traditional plastic wrapping. If the cost difference is minimal, consumers are likely to give it a try. On the other hand, if the dissolvable biodegradable wrapper significantly increases the product’s price, it may face challenges in becoming anything more than a niche environmentally friendly option.
In the context of health, some consumers may also be concerned about ingredients like calcium citrate, questioning, “Is calcium citrate bad for your heart?” These health considerations could intersect with the growing trend of sustainable consumption, as shoppers weigh both environmental and health impacts when making purchasing decisions.