Just Eat x Notpla

Just Eat x Notpla seaweed-coated food delivery box / Source: Notpla

EuropeFood & BeverageNotplaPackagingPaperSeaweed

5 MINUTE READ

Kaltrina Bylykbashi

WHAT WE SAY:

When a major food delivery service changes for the better, it benefits us all. Just Eat’s trial with Notpla’s seaweed-coated paperboard boxes, demonstrates that our Friday night treat does not have to cost the earth. Proven to biodegrade in nature in 29 days, the boxes offer both water-resistant and grease-proof properties - essential for housing everything from your favourite sushi to that must-have dirty burger.

We hoped that Just Eat would expand this solution quickly and at-scale, instigating mass change and standing apart from its competitors. Alas, that is yet to happen, but Notpla is busy working behind the scenes to bring its solution to the masses, so watch this space.

KEY FACTS:

For three weeks in 2021, Just Eat trialled Notpla’s compostable, Seaweed-coated takeaway boxes, across 11 of its restaurant partners in the UK.
Notpla’s boxes are designed to replace Paper-based take-out food boxes that are either coated with synthetic materials, such as PET and PLA or mixed with synthetic additives at the pulping stage - making them non-degradable. In contrast, the company’s boxes are made of tree and grass pulp, and are coated with a lining that is made up of 100% seaweed and plants.
This bio-based lining offers the same greaseproof and water-resistant properties as plastic. However, it is not waterproof.
Trials by Notpla show that paperboard coated with the Notpla seaweed coating will naturally biodegrade in soil and home compost in just over four weeks.
The food delivery company estimate that the trial prevented 30,000 plastic boxes going into landfill.

Seaweed-coated food delivery boxes in two sizes / Source: Notpla

Seaweed-coated food delivery box / Source: Notpla

DIVE DEEPER:

In Taiwan, 10% of people are likely to buy takeaway food more than once a day, according to a 2022 study by YouGov’s Global Profiles tool. The most popular response in the survey was "several times a week," with 36% of Singaporeans, 29% of Thais and 28% of Vietnamese people choosing this option. Consumers in the MENA region are also likely to buy takeaway food several times a week - Saudi Arabia (24%), UAE (23%) - whereas in France, only 4% of people do so, with its largest cohort saying they partake in takeaways less often than once a month (30%).
Given the global reach of takeaway food and the regularity with which we have it, it is no wonder that the packaging used to deliver this convenience is building up in our environment, contributing to plastic pollution on land and in our oceans. Just Eat - who is present in 26 territories and has 99 million active users - is attempting to stem the flow of this waste by experimenting with next-gen solutions.
The boxes trialled by Just Eat are available from Notpla in two sizes: one for chips, sides, entrees and cakes, and another for bigger meals. When bought through the supplier, a box of 200 units of the small box costs GDP 46 (USD 55) and a box of 200 units of the large box costs GDP 58 (USD 69). The company now offers a seaweed-coated burger box too - GDP 52.50 (USD 62) for 250 units.
As of early 2022, Just Eat sells Notpla’s boxes to its partner restaurants through its own online store. Boxes are 20% cheaper than direct from Notpla.
After a successful trial, Just Eat has said it will progressively expand the packaging to the 26 territories it serves. In January 2022, it rolled out a trial in the Netherlands.
Due to high demand, Notpla is looking at scaling up its take-out box business with several commercial partners. Its aim is to reach all stages of production, providing finished packaging solutions, coated paper to supply converters and coating seaweed powder to supply paper mills and coaters.
After a round of funding in December 2021, where Notpla raised EUR 11.7 million (USD 11.9 million), the London startup is looking to grow its manufacturing capacity while developing new innovative solutions, which include a transparent flexible film and a seaweed paper.
Notpla also makes 100% biodegradable sachets, edible liquid pouches, seaweed-based paper, films and pipettes.

"...With this box, we are offering a real plastic-free, naturally biodegradable option for the takeaway market. Just Eat is a great driver for more sustainable packaging and we’re really excited to help them shake up the industry."

Pierre Paslier - Co-CEO, Notpla - as quoted in Packaging Gateway

Key Design Considerations:

Consider the economic viability of this solution

In a 2022 Financial Times article, Notpla’s co-founder and CEO admitted that the company is feeling limited by manufacturing capacity. He said that production cannot be scaled to the point that it can drive down costs and “...might never really beat the virtual price of plastic.” This may well change depending on the size of corporations that get involved, but it could be a snag in your plan. Consider if your client is willing to swallow the extra cost, in order to do better, and if not, whether its consumer group is sustainably-minded enough to pay more for their takeout. According to research by Simon-Kucher & Partners, one-third of consumers are prepared to pay a premium for more sustainable goods, but whether this actually translates to the checkout is yet to be seen.

Explore systems change solutions

The takeaway model is perfectly primed for permanent packaging, which is collected after use, cleaned and reused by restaurants. Considering how often we all partake in the practice, a central Just Eat delivery and collection service, paired with in-city collection points, would make the returning of packs as easy as possible for consumers. Imagine being able to pop to your local supermarket for supplies, dropping off your empty takeaway containers in a collection box upon entry. Yes, it requires remembering the containers, but new habits do not take long to form.