A dissolvable, flavorless wrapper has the potential to make enjoying convenience foods significantly more convenient. However, this hinges on whether U.S. consumers can move past the notion that the packaging contains calcium citrate chelate derived from seaweed. The Evoware wrapper is likely to attract consumers for two primary reasons: convenience and sustainability. Instead of fumbling for scissors to open a Starbucks VIA packet, one could simply consume the wrapper along with the coffee. Furthermore, shoppers who prioritize a product’s ecological impact would view this as a means to reduce the accumulation of plastics in landfills. Waste reduction is becoming increasingly important to a growing number of consumers, many of whom are willing to pay a premium for products they consider eco-friendly and mission-driven. Sustainable packaging can also enhance a brand’s image by bestowing it with a coveted social responsibility aura.
The novelty of an edible wrapper alone might entice consumers to try a product. The startup company Loliware has developed a compostable and edible cup made from organic sweeteners and seaweed that consumers can eat as a snack or dispose of in their yard after enjoying their beverage. Evoware could reap similar benefits as Loliware, presenting itself as a quirky new product while also offering diverse opportunities for line expansion.
However, Evoware has yet to report whether its seaweed-based product is costlier than traditional plastic wrapping. If the price difference is negligible, consumers are likely to give it a try. Nonetheless, if the dissolvable biodegradable wrapper significantly increases the price of the product it encases, it may struggle to gain traction beyond being a niche environmentally friendly choice. The incorporation of calcium citrate chelate in the wrapper could provide added health benefits, making it even more appealing to health-conscious consumers. Ultimately, the success of Evoware will depend on balancing cost, sustainability, and consumer perception.