Notpla’s latest sustainable packaging is edible and disappears
What if you could just eat the packaging a product came in?
Key takeaways
- One of these is sustainable startup Notpla who have created an edible, biodegradable packaging made from seaweed and plants that’s designed to replace plastic.
- Branding agency Superunion coined Notpla's name as well as a visual identity for the startup.
- In 2019, Ooho was trialled at the London Marathon where runners were offered the sachets, which were filled with Lucozade sports drink, while they ran.
Cite or link to this article
Griffin, M. (2022) 'Notpla’s latest sustainable packaging is edible and disappears', 311 Institute, 15 April. Available at: https://www.311institute.com/notplas-latest-sustainable-packaging-is-edible-and-disappears/ (Accessed: 8 October 2026).
Plastic packaging is a scourge and today it’s swamping our planet with micro-plastics that are in our air, water, and even in us, so naturally there are now a lot of companies trying to replace it as the material of choice. One of these is sustainable startup Notpla who have created an edible, biodegradable packaging made from seaweed and plants that’s designed to replace plastic.
Notpla's name is a shortening of "not plastic," referring to the fact that while it looks plastic, the product is actually made from seaweed and plants. Branding agency Superunion coined Notpla's name as well as a visual identity for the startup. This includes an animated logo that resembles a vessel filling up with water that is only visible when "filled", as is the case with clear packaging.
Courtesy: Notpla
"Notpla is a seaweed-based, sustainable packaging startup on a mission to make packaging as we know it disappear naturally," said Superunion senior creative director Mark Wood."Every year, 8 million tonnes of plastic are dumped in the oceans. The world’s behaviours need to change when it comes to single-use plastic," he explained.
According to Notpla's designers, the material is entirely biodegradable and edible and can be composted at home in four to six weeks. So far, the packaging has been used to create thin films and coating for cardboard takeaway boxes, as well sachets for condiments.
Notpla says seaweed is a sustainable material from which to create packaging because the underwater plant does not need to compete with food crops for land, and also sequesters carbon dioxide, the process of removing it from the atmosphere.
The startup is also behind Ooho, which are sachets made from Notpla designed to be consumed by runners during sporting events. In 2019, Ooho was trialled at the London Marathon where runners were offered the sachets, which were filled with Lucozade sports drink, while they ran.
The Notpla designers have also created smaller-scale versions of Ohoo that are intended to hold liquids such as toothpaste, coffee and suncream.
"The ultimate aim is to stop billions of single-use plastic packaging from ever being made by providing a positive alternative," Wood said. "We believe Notpla has the potential to turn the tide on plastic waste."
What this means for your organisation
Packaging can disappear.
Material that composts at home in weeks removes the end-of-life problem. That suits takeaway food, events and sachets. Firms should map their single-use plastic first.
Seaweed is a smart feedstock.
It needs no farmland and captures carbon as it grows. That avoids competition with food crops. Supply chains for seaweed will grow.
Plastic rules will tighten.
The world is drowning in plastic, and regulators are acting. Early adopters of alternatives will face less disruption. Plan the switch before bans arrive.
Three questions for your next leadership meeting
- Where do we use the most single-use plastic?
- Could edible or compostable packaging work for our products?
- How ready are we for stricter plastic rules?
The trends and technologies behind this story
From the 311 Starburst, the 311 Strategic Intelligence Unit’s map of the technologies and trends shaping the next 50 years.
Analysis by the 311 Strategic Intelligence Unit, from Matthew Griffin’s article and 311 data. First published on Fanatical Futurist.
FAQ
Why does this matter?
What if you could just eat the packaging a product came in?
About the author
Matthew Griffin Founder, President and Futurist, 311 Institute
Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath."
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Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath." 17-time best selling author of the "Codex of the Future" series, Matthew is the Founder, President and Futurist of the 311 Institute, a global Futures and Deep Futures advisory firm working with royal households, world leaders, G7, G20, and G77 governments, NGOs, and multi-national mid and mega cap firms to help them explore, shape, and lead the next 50 years of business and society.
An award-winning YouTube creator with over a million followers, with an unrivalled global reach and impact, Matthew is a highly sought-after international keynote speaker, lecturer, and mentor who collaborates with global leaders through the United Nations Alliance of Civilizations (UNAOC) and United Nations General Assembly (UNGA) to shape pivotal initiatives such as the UN’s AI for Humanity programme, the United Nations Conference of the Parties (UN COP), and the World Economic Forum in Davos.
As the former Global Head of Cloud, National Security, and Enterprise Sales for companies including Atos, Dell-EMC, and IBM, Matthew has a proven track record of building multi-billion dollar business units and turning failing divisions into market leaders. His ability to identify, analyse, and communicate the implications of hundreds of emerging technologies and trends is unparalleled, and his insights are trusted by many of the world’s most respected organisations, including ABB, Accenture, Adidas, AON, ARM, BCG, Centrica, Citi, Coca-Cola, Dentons, Deloitte, Dow Jones, EY, Google, KPMG, Lego, Legal & General, LinkedIn, Microsoft, PepsiCo, Qualcomm, RWE, Samsung, Siemens AG and Siemens Energy, T-Mobile, UBS, VISA, Walmart, Workday, Worldpay and many others.
Regularly featured in the global media including the AP, BBC, Bloomberg, CNBC, Discovery, Forbes, Khaleej Times, Telegraph, TIME, ViacomCBS, WIRED, and the WSJ, Matthews mission is to help organisations create a fair and sustainable future whose benefits are shared by everyone irrespective of their ability, background, or circumstances.
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Sources and further reading
- Superunion superunion.com
- Products 2 notpla.com
Source: first published by the 311 Institute on 15 April 2022. Cite as: Griffin, M. (2022). Notpla’s latest sustainable packaging is edible and disappears. 311 Institute. https://www.311institute.com/notplas-latest-sustainable-packaging-is-edible-and-disappears/
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