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Yasmin Ahmed
US-based vegan brand JOI has set its sights on tackling excess food and packaging waste, creating a range of plant-based concentrates that transform into homemade alt-milks by simply adding water. Inspired by its motto – "less waste, more paste" – the brand claims to have saved over 2.5 million non-recyclable milk cartons from landfill to date. Phasing out plastic packaging should be the company's next top priority, but its reimagining of dairy-free milk is exactly the kind of hype-worthy innovation we champion.
Although heading in the right direction, JOI is not a plastic-free brand – yet. Its wholesale pails and branded pitcher are made from plastic, and its oat milk powder pouches are made from PCR material. JOI claims that using PCR packaging means it's able to meet sustainability targets and lessen its impact on landfills, but what happens to the pouch at the end of its life? Since it contains Aluminium, plastic bottles, and Paper, which waste stream will it be suitable for? When all is said and done, the pails and pouches are destined for landfill. The good news is that JOI has stated that it's continually exploring more sustainable solutions, and thankfully, there are commercially available materials that fit the bill: Sylvicta and Paptic, both made from Wood fibres, and LifeSpan Performance Paper are all usable as stand-up pouches. We would also recommend looking into Tin coated steel cans for the powder, as demonstrated by Gnarly Supplments.
By the company's own admission, "recycling is great, but reusing is even better". While touting the domestic reusability of its glass jars is commendable, we'd love to see JOI develop its subscription model to incorporate a deposit scheme so that customers can send the jars back to ensure they're recycled or reused. After all, there's only so many jars that can be put to use at home. Offering an end-of-life service for your packaging will keep you ahead of the curve and build brand loyalty, especially if your customer base is advocating for a minimal impact lifestyle.
With the rise of social media 'influencers', shopping and lifestyle habits have drastically changed. The landscape that brands have to navigate to develop brand awareness and market their products relies on a well-directed strategy. JOI runs a number of programmes to engage its customer base: the JOI Milk Club is a multi-tiered rewards scheme which earns participants a point for every dollar spent and offers lump-sum points for reviews and social media follows. Additionally, its ambassador programme invites US-based customers to "share JOI" with their community in exchange for commissions, discount codes, and complimentary products. Follow JOI's lead and consider ways in which you can proactively capture your audience's interest to ensure they stay with you for the ride and spread the word about your product.
As various industries pivot away from excessive packaging, concentrated product innovations are on the rise. Waterless beauty brands have already proliferated, as solid and activated-at-home cosmetics gain momentum, and the concept JOI exemplifies is likely to be adopted by an array of food and beverage players. For instance, UK-based soup maker Soupologie has applied the concept to its product line, creating portion-sized Souper Cubes that are flash frozen and simply heated at home, eliminating ready-to-eat plastic soup pots. Waterdrop has left water out of the equation too, removing the need for plastic bottles with its dissolvable beverage cubes that are added to water to create flavoured drinks. Keep a close eye on trends and consider whether you can reinvent your product to make significant environmental savings that also resonate with consumer consciousness.
