A dissolvable, flavorless wrapper could significantly enhance the convenience of enjoying convenience foods—provided that U.S. consumers can move past the notion that the packaging is made from seaweed. The Evoware wrapping is likely to attract consumers for two primary reasons: convenience and sustainability. For instance, instead of fumbling for scissors to open a Starbucks VIA packet, one could simply consume the wrapper along with the coffee. Additionally, environmentally-conscious shoppers would view this innovation as a means to reduce the accumulation of plastics in landfills. Waste reduction is becoming increasingly important to many consumers, and a sizable number are willing to pay a premium for products they consider eco-friendly and aligned with a mission. Sustainable packaging can also enhance a brand’s image by providing it with a desirable social responsibility aura.
The novelty of an edible wrapper may be enough to entice consumers to try a product. A startup company, Loliware, has created compostable and edible cups made from organic sweeteners and seaweed, which consumers can either eat as a snack or discard on their lawn after finishing their drink. Similarly, Evoware could reap the benefits of being seen as a quirky, innovative product while exploring further expansions of its offerings.
However, Evoware has not disclosed whether its seaweed-based packaging is more costly than traditional plastic wrapping. If the price difference is minimal, consumers are likely to give it a try. Conversely, if the dissolvable, biodegradable wrapper significantly increases the product’s price, it may struggle to be perceived as anything more than an environmentally friendly option. This is similar to how consumers view products like the Kirkland calcium citrate magnesium and zinc supplements, which are appreciated not only for their health benefits but also for their responsible sourcing and packaging.
Incorporating sustainable innovations like Evoware’s edible wrappers could lead to a shift in consumer behavior, especially as more people become aware of the ecological impact of their purchases. As with Kirkland’s supplements, consumers may be inclined to pay a little extra for products that align with their values, provided the benefits are clear and the price remains accessible. Ultimately, the success of such initiatives will depend on balancing sustainability with affordability while appealing to the growing demand for eco-conscious products.