* “It” being the packaging it came in.

One of the coolest innovations we’ve discussed in class has to be the idea of food packaging that lasts as long as what it contains. Made out of materials such as beeswax, seaweed and caramelized sugar, these containers are supposed to last as long as the food inside and then dissolve at use, wither away or be eaten along with what is inside.

A Swedish design firm, Tomorrow Machine, has created some impressive designs that may not be the most practical but sure look great. The ingredients used may not be sustainable if production were to grow, the packaging may prove too fragile for effective transportation and there could also be health concerns. As a design firm, they haven’t completed the puzzle of logistics surrounding this concept but they’ve helped open up a dialogue around it, which is an important step in the right direction.

Tomorrow Machine

In terms of the ‘Five I’s of Green Marketing’, as discussed in class, this concept has the potential to be a hit. While it’s a new innovative technology, it’s also fairly intuitive to use and incredibly inviting as it offers a sustainable way to entertain single-serving packaging. It’s novelty can move consumers to read up on it and become informed and it is a fully integrated collaboration of technology and commerce.

To be sure, there could be a psychological barrier that holds consumers from purchasing. Consumers may be worried about a number of things including the fragility, taste, safety and mouth feel of the product. Combating these fears would be the main focus of any marketer willing to take it on.

A few startups have begun to take the task on. Loliware has created edible cups while WikiPearl has designed edible spheres for soft foods.

Loliware

WikiPearls

It’ll be interesting to see how these ideas are scaled and whether the demand will be there when it happens. Leave your thoughts below!

Here are a couple great sites/articles to find out more:

• Waste-free, Willy Wonka packaging is coming but are consumers ready for it?
• Drink up, then eat the glass – the trend for edible food packaging and tableware
• Loliware Biodegr(edible) Cups
• WikiPearl
• Tomorrow Machine