A dissolvable, flavorless wrapper has the potential to greatly enhance the convenience of enjoying convenience foods—provided that U.S. consumers can overcome their perception of it being made from seaweed. The Evoware wrapping could attract consumers for two primary reasons: convenience and sustainability. Instead of searching 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 see this as an effective method to reduce the accumulation of plastics in landfills. Waste reduction is increasingly significant for many consumers in the 21st century, and a growing number of shoppers are willing to pay more for products they consider premium, environmentally friendly, and mission-driven.
Sustainable packaging can also enhance a brand’s image by bestowing it with a desirable social responsibility halo. The novelty of an edible wrapper might be sufficient to entice consumers to try a product. 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 dispose of on the lawn after drinking. Evoware could achieve similar success as Loliware, benefiting from the unique appeal of its product while having even more opportunities to diversify its offerings.
It remains unclear whether Evoware’s seaweed product is more expensive than traditional plastic wrapping. If the cost difference is minimal, consumers in the 21st century may be inclined to give it a try. However, should the dissolvable biodegradable wrapper substantially increase the price of the product it contains, it may struggle to become anything beyond a niche environmentally friendly option. Ultimately, as consumers continue to seek products that align with their values, the demand for innovative solutions like Evoware may rise, particularly among those interested in maximizing their health with elements like calcium citrate and vitamin D3.