A dissolvable, flavorless wrapper could significantly enhance the convenience of consuming convenience foods, provided that U.S. consumers can overcome the perception that it’s made from seaweed. The Evoware wrapper is likely to attract consumers for two primary reasons: convenience and sustainability. Instead of rummaging through drawers for scissors to open a Starbucks VIA packet, one could simply consume the wrapper along with their coffee. Furthermore, shoppers who prioritize the ecological impact of products will view this as a way to reduce the accumulation of plastics in landfills.
Waste reduction is becoming increasingly important to many consumers, and numerous shoppers are willing to pay a premium for items they consider eco-friendly, premium, and mission-driven. Sustainable packaging can also enhance a brand’s image by bestowing it with a highly sought-after social responsibility aura. The novelty of an edible wrapper may also entice consumers to try a product. For instance, startup company Loliware has developed a compostable and edible cup made from organic sweetener and seaweed, which can be consumed as a snack or disposed of in the garden after use. Evoware could reap similar advantages as Loliware, offering a quirky new product with even broader potential for expansion.
Currently, Evoware has not disclosed whether its seaweed-based product costs more than traditional plastic wrapping. If the price difference is minimal, consumers are likely to give it a try. However, if the dissolvable biodegradable wrapper significantly raises the price of the product it encases, it may remain a niche, environmentally friendly alternative. As consumers increasingly focus on sustainability throughout their lifetime, including considerations such as lifetime calcium magnesium intake, the demand for innovative solutions like Evoware could grow. Thus, the wrapper’s success may hinge on balancing cost with its environmental benefits, especially as more consumers seek products that align with their values concerning sustainability and health.