HP acquires Choose Packaging to bolster commercialized paper bottle’s global footprint
07 Feb 2022 --- HP is acquiring paper bottle pioneer Choose Packaging for a temporarily undisclosed fee. Choose Packaging is a packaging development company and inventor of the world’s first commercially available zero-plastic paper bottle.
The patented paper bottle technology can hold various liquid products, providing a viable alternative to plastic bottles. The bottles are made with naturally occurring and non-toxic materials.
Technology company HP says it is well-positioned to “disrupt the US$10 billion fiber-based packaging market.” Its first step in transforming this industry was introducing its 3D printing-enabled Molded Fiber Tooling Solution, designed to bring customizable, fiber-based products to market faster and more affordably.
“This announcement is an important next step on our journey to accelerate the adoption of molded fiber packaging solutions, unlocking new sources of value for HP,” Mariona Company, global head of HP Molded Fiber Solutions, tells PackagingInsights.
“Choose Packaging has built a truly differentiated technology,” adds Savi Baveja, chief strategy and incubation officer at HP. “This acquisition is a great example of how we continue to strengthen our capabilities in attractive verticals like [environmentally] sustainable packaging while also driving progress against HP’s broader sustainability goals.”
Mariona Company, global head of HP Molded Fiber Solution: “HP is supporting the immense migration from plastic to molded fiber packaging solutions.”
Disrupting plastics
HP will integrate Choose Packaging into its Personalization & 3D Printing business, scaling its technology and customer footprint to expand the addressable market. The company says more than 150 million tons of single-use plastics are produced each year, and it intends to disrupt this market with fiber-based, plastic-free packaging.
“As a plastic-free packaging development company, we’ve successfully created technology that can provide a viable alternative to plastic bottles to help eliminate single-use PET packaging,” explains James Longcroft, founder and managing director at Choose Packaging.
“HP’s world-class capabilities and expertise can help scale our impact at a global level. We are thrilled to join the HP team and couldn’t have chosen a better match in terms of our shared goals for business, technology, sustainability, and a values-oriented culture.”
Company says HP has built strong momentum in the fiber-based packaging market with its Molded Fiber solution, which optimizes the manufacturing process and quality of parts.
“The solution is designed to enable fiber-based products to be brought to market faster and more affordably by reducing the packaging production cycle time by 50% and using 15% less material,” she explains. “Choose Packaging will be using HP’s Molded Fiber solution to help increase volume and scale the bottles.”
HP says it is not sharing the financial details of the transaction at this time. Choose Packaging’s employees and production facilities will remain in Edinburgh, UK. HP indicates it will consider adding resources to create a Center of Excellence, utilizing Choose Packaging’s facilities, technology and expertise to accelerate industry disruption.
Choose Packaging’s patented paper bottle is made with naturally occurring and non-toxic materials and can hold various liquid products.
Big brand support
In response to consumer demand, many big brands have pledged to shift to more circular packaging solutions by 2025. For example, HP plans to eliminate single-use plastic packaging waste and accelerate industry-wide plastic waste reduction, supporting what Company calls “the immense migration from plastic to molded fiber packaging solutions.”
Choose Packaging works with large global companies, like Accolade Wines, one of the biggest wine companies in the world with over 50 brands including Hardys, Banrock Station and Grant Burge, available in more than 130 countries; Henkel, one of the world’s largest consumer and industrial goods companies; and Malibu Rum, one of the strategic international brands in Pernod Ricard’s global portfolio.
“At Accolade Wines, we put innovation and [environmental] sustainability at the heart of everything we do in our mission to be the world’s most innovative wine company. We are excited to see Choose Packaging join a recognized leader like HP who puts these topics at the top of its agenda,” comments Sandy Mayo, chief marketing officer at Accolade Wines.
HP has built a reputation for fiber-based packaging with its Molded Fiber solution, which optimizes the manufacturing process and quality of parts.
“Consumers are demanding more [environmentally] sustainable alternatives, and we look forward to continuing our work together to be the first wine company globally to deliver 100% biodegradable packaging across some of our leading brands, including Banrock Station and Hardys.”
Berthold Schreck, R&D vice president for Laundry Care at Henkel, adds: “Choose Packaging and HP bring together a game-changing combination of packaging technologies. We are excited to collaborate to develop new [environmentally] sustainable packaging solutions and reduce plastics in our consumer goods products.”
Growth-oriented portfolio
HP’s strategy is to create a more growth-oriented portfolio and deliver strong financial results rooted in environmental sustainability commitments.
“A key part of our strategy is disrupting large industries where our differentiated IP and technology can make the biggest impact,” explains Company. “We’re first going after verticals where we see the most immediate growth opportunities, including orthotics, footwear, and packaging.”
Today, we also explored HP’s digital printing technologies for the evolving labeling and packaging landscape.
By Joshua Poole
