Newly acquired Choose offers paper-based bottles made with naturally occurring and non-toxic materials. Through its patented technology, the company aims to provide a better alternative to plastic bottles and can reportedly hold a wide variety of liquid products.
Savi Baveja, chief strategy & incubation officer at HP Inc. commented “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. Choose has built a truly differentiated technology and we are excited to welcome this talented team to the HP family.”
According to Packaging Europe, “Through this acquisition, HP hopes to further its goal of disrupting the $10 billion fibre-based packaging market.”
HP first entered this industry with the introduction of a 3D printing-enabled Molded Fiber Tooling Solution. The product was designed with the intention of delivering customizable fibre-based products to market faster and more affordably.
Now that Choose has been incorporated into its Personalization & 3D Printing business, HP will pursue to extend its offer to the targeted market by focusing on scaling its technology and customer footprint in order.
“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.”
Among Choose’s existing clients are 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; 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.