'Eat your drink' packaging aims to make packaging disappear

And not just your drink, either: a London-based start-up called Notpla has already made a million takeaway food boxes that also biodegrade naturally. So, what's the story here? Well, we all know that vast quantites of single-use plastic get chucked away every day as we consume and waste, consume and waste in the name of convenience. Plastic bottles are ubiquitous at public events, replacing water fountains - though those are making something of a comeback - and sports competitions like marathons. Food deliveries to our homes is another convenience we've grown used to, and it often involves the same consume and waste pattern of behaviour. This ad is for Notpla, one of the British entries for the upcoming Earthshot Prize whose five winners will each scoop one million pounds to scale their environmental projects. Notpla's slogan is 'We Make Packaging Disappear' and its seaweed-based products include the kind of boxes, coating, capsules and film that we all throw into the bin every day after consuming the contents. (https://www.notpla.com/products/) What do you think of the campaign? Fun and informative? Raises more questions than it answers (e.g. how does that biodegrade in my mouth/system, is it too heavy on the mineral mining to be truly environmentally friendly?)? Or just, who cares, it highlights a good step in the right direction? Notpla, as you'll see from the ad, has already partnered up with some big names like food delivery service Just Eat, and made its mark on events that may be fun but are also typical of our throwaway culture. Britain's Prince William said when announcing the UK's finalists that they represent "many reasons to be optimistic about the future of our planet".

Keywords: Notpla Making Packaging Disappear, sustainability, Earthshot Prize, sustainable packaging, seaweed packaging, edible packaging, single use plastic, Superunion agency