Aluminum bottles, mushroom-fiber trays are all part of a new wave of materials used to create eco-friendly packaging
By Margaret Rhodes Feb. 23, 2020 9:00 am ET The first time Seed Health Inc.’s probiotics arrive at a new subscriber’s door, they come in a handsome glass jar with a powdery finish and minimal branding. The capsules nestle in a compostable mushroom-fiber tray and a recycled paper box that is the same moss green as the jar.
“We try to think about the ritual of filling up the jar with new capsules—the feeling that you’ve started this ongoing relationship,” said Ara Katz, who co-founded Seed Health in 2018 and developed the sustainable packaging system in-house. Orders have increased 600% since early 2019, Ms. Katz said, declining to be more specific.
For some companies, packaging creates a cachet around the product—especially when it becomes the subject of admiring “unboxing” videos on Instagram or YouTube. The January launch of Crown Affair played out in real time via a slew of unboxing videos on Instagram posted by early recipients of the brand’s pale avocado-green boxes, each of which display Crown Affair’s signature brush, comb and hair oil with museum-like care. Other posts played up compostable and reusable elements of the packaging.
“For packaging Amazon deliveries, we’re moving from mixed material packaging solutions—paper with plastic cushion mailers—to material that is fully compatible in either paper or plastic recycling streams,” the spokesman said, adding that the company expects the move to be complete by next year. Sixty percent of Amazon packaging is compostable, he said.
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