HP acquires Choose Packaging – inventor of paper-only bottle

Disrupting the 150 million ton single use plastic packaging market

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HP Choose Packaging bottles
HP has acquired Choose Packaging, whose patented paper bottles use no plastic for their barrier properties Photo HP

HP based in Palo Alto, California, announced the acquisition of Choose Packaging, a packaging development company based in Edinburgh in Scotland and the inventor of the only commercially available zero-plastic paper bottle in the world in a press release on its website on 2 February 2022. The financial terms of the transaction were not disclosed. Choose’s patented technology provides an alternative to plastic bottles and can hold a wide variety of liquid products. Its novel, paper-based bottles are made with naturally occurring and non-toxic materials and pave the way for a new standard for bottling solutions globally. HP is planning to leverage its 3D digital and additive prototyping and molded fiber tooling solution to help disrupt the plastic bottle and packaging industry.

“This acquisition is a great example of how we continue to strengthen our capabilities in attractive verticals like sustainable packaging while also driving progress against HP’s broader sustainability goals,” said Savi Baveja, chief Strategy & Incubation officer of HP. “Choose has built a truly differentiated technology and we are excited to welcome this talented team to the HP family.”

HP says it is positioned to disrupt the US$10 billion (Rs 75,000 crore) fiber-based sustainable packaging market. It says its first step in transforming this industry was the introduction of a 3D printing-enabled Molded Fiber Tooling Solution designed to bring customizable, fiber-based products to market faster and more affordably.

Fiber-based 100% plastic-free bottle and packaging

With the integration of Choose into its Personalization & 3D Printing business, HP will focus on scaling its technology and customer footprint to expand the addressable market. There are more than 150 million tons of single-use plastics produced each year and HP intends to disrupt this market with fiber-based, 100% plastic-free packaging.

Molds for Choose paper bottles that will ostensibly be made using HP's 3D tooling tech Photo HP
Molds for Choose paper bottles that will ostensibly be made using HP’s 3D tooling tech Photo HP

“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,” said James Longcroft, founder and managing director, 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.”

Choose works with many large global companies including 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. Other global partners include 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 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 join a recognized leader like HP who puts these topics at the top of its agenda. Consumers are demanding more 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,” said Sandy Mayo, chief Marketing officer, Accolade Wines.

“Henkel drives active progress towards a circular economy by creating smarter packaging for the benefit of people and the planet,” said Berthold Schreck, its R&D vice president for Laundry Care. “Choose and HP bring together a game-changing combination of packaging technologies and we are excited to collaborate to develop new sustainable packaging solutions and reduce plastics in our consumer goods products.”

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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