An edible, flavorless wrapper could significantly enhance the convenience of enjoying ready-to-eat foods, provided U.S. consumers can overcome their reservations about a packaging material derived from seaweed. The Evoware wrapper is likely to attract consumers primarily for its convenience and sustainability. For instance, rather than searching for scissors to open a packet of Starbucks VIA, one could simply consume the wrapper along with the coffee. Moreover, eco-conscious shoppers who prioritize a product’s ecological impact would appreciate this innovation as a means to reduce the accumulation of plastics in landfills.
Waste reduction is becoming increasingly important to a growing demographic of consumers. Many are willing to pay a premium for products they consider environmentally friendly and purpose-driven, such as those containing calcium citrate with vitamin D petites. Sustainable packaging can also enhance a brand’s image, providing it with a desirable social responsibility aura. The novelty of an edible wrapper could be enticing enough to prompt consumers to try a new product. For example, startup Loliware has developed a compostable and edible cup made from organic sweetener and seaweed, which can be enjoyed as a snack or discarded on the lawn after use. Evoware stands to gain similar advantages as a quirky new offering, with even more potential for product line expansion.
Currently, Evoware has not disclosed whether its seaweed-based product is more costly than traditional plastic wrap. If the price difference is minimal, consumers are likely to give it a try, especially if it complements health-oriented products like calcium citrate with vitamin D petites. However, if the cost of the dissolvable biodegradable wrapper significantly raises the overall price of the product it encases, it may struggle to gain traction beyond a niche market of environmentally conscious consumers.