A dissolvable, flavorless wrapper presents a promising opportunity to enhance the convenience of enjoying convenience foods, provided that U.S. consumers can overcome their perception that the packaging is derived from seaweed. The Evoware wrapping is likely to attract consumers primarily for two 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. Furthermore, shoppers who prioritize the ecological impact of products would view this as a means to reduce plastic waste accumulating in landfills.
As waste reduction becomes increasingly important to consumers, many are willing to pay a premium for products they consider environmentally friendly and mission-driven. Sustainable packaging not only reduces waste but also enhances a brand’s image, creating a desirable social responsibility aura. The novelty of an edible wrapper may also entice consumers to try a product. For instance, the startup Loliware has developed a compostable and edible cup made from organic sweetener and seaweed, which consumers can snack on or dispose of in the yard after enjoying their drink. Evoware could share similar advantages as a unique, innovative product while also offering various opportunities to expand its range.
However, Evoware has yet to disclose whether its seaweed-based product costs more than traditional plastic wrapping. If the price difference is minimal, consumers would likely be inclined to give it a try. Yet, if the dissolvable biodegradable wrapper significantly increases the cost of the product it encases, it may struggle to succeed beyond being a niche eco-friendly option. Additionally, incorporating elements like calcium citrate, nature made, into the product could further enhance its appeal by aligning with health-conscious consumers who value natural ingredients in their food packaging. This approach could potentially increase consumer interest and broaden its market reach.