In this post, we are reviewing a packaging solution from OatsOvernight, based in Tempe, AZ that created a series of pre-mixed overnight oats. The products are offered in two different formats, bottles for retail and pouches with a reusable shaker for online. The whole product and packaging concept is focusing on convenience for those with busy schedules or limited time in the mornings. To prepare the product the consumer fills the bottle with water or milk and lets it sit overnight in the fridge to prepare the product.
What about sustainability? Is it equally sustainable or are there ways to improve?
For online a flexible pouch is used along with the reusable shaker. Lightweight flexible packaging – reusable shaker. Nice!
The sleeved PET bottle comes at 32g in a sturdy shape. The package design follows well design for recycling guidelines with transparent PET, a sleeve for decoration, and a white closure. There is 62g of product inside. This fills the bottle up to about a third leaving roughly 2/3 of the bottle as void space. That is a lot of void space!
So what do we think about it?
For sustainability and to drive scale the flexible pouch should be promoted in the retail context. The pouch is more space-efficient, reduces plastic waste, and the inclusion of a reusable shaker promotes reusability and minimizes single-use plastic consumption.
Other brands such as Unilever’s Mondamin in Europe have a similar concept with a shaker to prepare various instant doughs that target pure convenience. We encourage all brands to continue seeking opportunities to improve the sustainability of their packaging and remain convenient at the same time.