Busy: Marketing and Edible Food Packaging Essay

Submitted By aimeigh15
Words: 649
Pages: 3

A few articles

CNN tech –This edible wrapping tastes as good as the food it is protecting –

Bloomberg Business week tech- David Edwards's WikiCell Makes Edible Food Packaging

Edible bottles, edible bags- huffington post

Idea is WikiCell’s – making edible packaging for everything from soup to alcohol and yogurt

Grape like skin that is completely edible

Example is a martini wrapped in olive so you can put it in your pocket and take it out when your ready to toast----but doesn’t the olive need a wrapper??

Monosol and Wikicell

Keeps food fresh as long as conventional packaging

apples and grapes, he says, with insoluble particles that keep out bacteria and other substances.

This disposable wrapping is in high demand products such as dishware, cutlery and the valued at $20billion

Currently WikiCell has had partnership talks with large food and beverage companies, but could not be named

Brazilian food chain using edible wrapper-

Also used in meat packaging and fruits and vegetables research shows extends shelf life up to 50%

market ice cream packaged in an edible shell-target market

Problem being appearance, texture and taste. Psychological barrier,

How would you market/communicate -market analysis, demand, need - 4p’s product place price promotion

Is there a consumer need for this product?

Competing against paper and other packaging companies.

Similar water-soluble products out there now

+ reduces environmental waste offers value and satisfaction to consumers

Hygiene—burger example touching each persons hands, sitting on the counter, tray.

Sustainable advantages


What does the customer want from the product/service? What needs does it satisfy?
What features does it have to meet these needs?
Are there any features you've missed out?
Are you including costly features that the customer won't actually use?
How and where will the customer use it?
What does it look like? How will customers experience it?
What size(s), color(s), and so on, should it be?
What is it to be called?
How is it branded?
How is it differentiated versus your competitors?
What is the most it can cost to provide, and still be sold sufficiently profitably? (See also Price, below).

Where do buyers look for your product or service?
If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue?
How can you access the right distribution channels?
Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or…