A Brazilian fast-food chain has introduced a clever solution for customers tired of having to unwrap their hamburger before eating it: edible packaging. As part of a marketing campaign designed to position their burgers as literally irresistible and reduce paper waste headed for the landfill, a restaurant chain called “Bob’s” recently experimented with a burger wrapping made from edible paper. According to PSFK, the campaign was so successful that not a single customer threw away the wrappings, which meant a lot less trash to haul out to the dumpster.
I’m sure you’re wondering exactly what this so-called edible packaging is made from and what it tastes like. Unfortunately, those details are a little hard to find. Comunicadores reports that agency NBS created the packaging, and that the specially wrapped burgers were only available in Bob’s restaurants for a limited time. Most edible papers are made from sugar or rice, so its conceivable that those ingredients also come into play with the NBS packaging. As you’ll see in the video it’s possible to apply condiments and stuff the burger in your mouth wrappings and all, so it can’t taste that bad.
Although the gastrointestinal wisdom of eating an unwrapped hamburger is questionable, there’s no denying that this type of packaging could be great for the environment. Remember when public pressure forced major fast food chains to abandon Styrofoam boxes for the paper wrap and paperboard boxes used today? While it’s better for the environment, paper packaging still come with a huge carbon footprint and creates mountains of unnecessary waste. Edible packaging is biodegradable and compostable, reducing the amount of litter that must be carted off to the landfill.