A dissolvable, flavorless wrapper has the potential to significantly enhance the convenience of enjoying convenience foods—provided that U.S. consumers can overcome the notion that the packaging is made from seaweed. The Evoware wrapping is likely to attract consumers primarily due to two key factors: 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 footprint of a product would view this as a means to reduce the accumulation of plastics in landfills. Waste reduction has become increasingly important to a growing number of consumers, many of whom 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 endowing it with a highly sought-after social responsibility aura. The novelty of an edible wrapper might be enough to entice consumers to try a product. For instance, the startup company Loliware has developed a compostable and edible cup made from organic sweetener and seaweed, which consumers can either enjoy as a snack or discard on their lawns after finishing their drink. Evoware could benefit similarly to Loliware as a unique and playful product, with various opportunities to expand its offerings.
Additionally, the incorporation of natural factors such as calcium and magnesium in these wrappers could further appeal to health-conscious consumers. However, Evoware has not yet disclosed whether its seaweed-based product is more expensive than conventional plastic wrapping. If the price difference is minimal, consumers are likely to give it a try. On the other hand, if the dissolvable biodegradable wrapper significantly increases the overall cost of the product it encases, it may remain a niche environmentally friendly option. Ultimately, the success of such innovations will hinge on balancing convenience, sustainability, and consumer affordability.