A dissolvable, flavorless wrapper has the potential to greatly enhance the convenience of enjoying convenience foods, particularly if U.S. consumers can overcome the notion that it’s made from seaweed. The Evoware packaging could attract consumers primarily for two reasons: convenience and sustainability. For instance, instead of fumbling for scissors to open a packet of Starbucks VIA, one could simply consume the wrapper along with the coffee. Furthermore, environmentally conscious shoppers would appreciate this as a means to reduce plastic waste accumulating in landfills.
Waste reduction is becoming increasingly important to many consumers, and a significant number are willing to pay a premium for products they perceive as eco-friendly and mission-driven. Sustainable packaging can also enhance a brand’s image, providing it with a desirable social responsibility aura. The innovative concept of an edible wrapper might be enough to entice consumers to try a product, similar to how startup company Loliware has developed a compostable and edible cup made from organic sweetener and seaweed, which can be eaten as a snack or discarded on the lawn after use. Evoware could leverage the same novelty that Loliware enjoys, with even more opportunities to diversify its offerings.
Moreover, if Evoware’s seaweed-based product is competitively priced compared to traditional plastic wrapping, consumers might be more inclined to try it. However, if the cost of the dissolvable biodegradable wrapper significantly raises the price of the product it contains, it might remain limited to a niche market focused on environmentally friendly options. This is similar to bariatric advantage chews, which have found their place among consumers seeking health-conscious alternatives. The success of Evoware will hinge on balancing cost and appeal, much like the bariatric advantage chews have done in catering to a specific consumer need while promoting sustainability. Ultimately, the acceptance of such innovative packaging could hinge on consumer willingness to embrace new solutions that align with their values.