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How HP wants to shake up the packaging market

With the help of 3D Printing, HP is looking to revolutionize the packaging industry and, more importantly, make it more sustainable. Its first step in doing so was to introduce its AM-enabled Molded Fiber Tooling Solution, which is designed to bring customizable, fiber-based products to market faster and more affordably. Now HP has announced its acquisition of Choose Packaging, as well.

Picture: HP
Picture: HP

This Edinburgh-based company specializes in turning recycled paper into plastic-free beverage bottles. With its patented technology, Choose offers a real alternative to plastic containers. It works with many large global corporations, including Henkel, Malibu Rum and Accolade Wines, a leading company whose 50 brands include Hardys, Banrock Station, and Grant Burge.

“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 and incubation officer at HP Inc.

According to its own statements, HP is well positioned to disrupt the $10 billion market in fiber-based sustainable packaging. In integrating Choose into its personalization and 3D printing business, the company plans to focus on scaling its technology and customer footprint in order to tap into more of the available marketplace.

On its website, Choose pledges to plant a tree for every bottle sold. Keeping this promise in the future will certainly be a challenge due to HP's plans; after all, more than 150 million tons of single-use plastic are produced every year. The acquisition by HP, for which no financial disclosures were made, is an important move to leverage the technology and “amplify its impact on a global scale" according to James Longcroft, founder and CEO of Choose Packaging.



  • Additive Manufacturing
  • Packaging industry