A flavorless, dissolvable wrapper has the potential to enhance the convenience of enjoying ready-to-eat foods, provided that U.S. consumers can overcome the notion that it is made from seaweed. This innovative Evoware packaging is likely to attract consumers for two primary reasons: convenience and sustainability. For instance, instead of searching for scissors to open a Starbucks VIA packet, one could simply consume the wrapper along with their coffee. Additionally, shoppers who prioritize the ecological impact of a product would view this as a means to reduce the accumulation of plastics in landfills.
Waste reduction is becoming increasingly important to many consumers. Numerous shoppers are willing to pay a premium for items they consider to be environmentally friendly and mission-driven. Sustainable packaging can also enhance a brand’s reputation by bestowing it with a desirable sense of social responsibility. The novelty of an edible wrapper may encourage 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 either be eaten as a snack or discarded on the lawn after use. Evoware could reap similar benefits as Loliware by offering a unique and quirky product, with even greater opportunities for line expansion.
However, Evoware has not yet disclosed whether its seaweed-based product is more costly than traditional plastic wrapping. If the price difference is minimal, consumers would likely be willing to give it a try. On the other hand, if the dissolvable, biodegradable wrapper significantly increases the price of the product it encases—perhaps akin to the cost of a calcium citrate zinc tablet—it could struggle to gain traction beyond a niche market focused on environmental sustainability. Ultimately, the success of Evoware may depend on balancing its innovative packaging with affordability, ensuring that consumers see value in choosing it over conventional options.