A dissolvable, flavorless wrapper has the potential to significantly enhance the convenience of enjoying convenience foods—assuming U.S. consumers can overcome their perception that the packaging is made from seaweed. The Evoware wrapper could attract consumers primarily for two reasons: convenience and sustainability. For instance, instead of rummaging for scissors to open a liquid calcium citrate supplement packet, one could simply consume the wrapper along with the supplement. Moreover, environmentally conscious shoppers would view this innovative packaging as a means to reduce the plastic waste accumulating in landfills.
The importance of waste reduction is increasingly recognized by consumers, with many willing to pay a premium for products they consider eco-friendly and mission-driven. Sustainable packaging can also elevate a brand’s image by providing it with a desirable social responsibility aura. The novelty of an edible wrapper might be enough to entice consumers to try a product, similar to how startup Loliware has introduced a compostable and edible cup made from organic sweetener and seaweed, which can be eaten as a snack or discarded in the yard after use. Evoware could benefit from the same appeal as Loliware, but with even greater opportunities for product line expansion, especially in health-related markets like liquid calcium citrate supplements.
Evoware has yet to disclose whether its seaweed-based product is more expensive than traditional plastic wrappers. If the price difference is minimal, 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 encases, it may face challenges in becoming anything more than a niche environmentally friendly option. Ultimately, the success of Evoware could depend on its ability to balance innovation with affordability, particularly for products like liquid calcium citrate supplements that cater to health-conscious consumers.