In a bid to avoid litter and waste, a Brazilian fast food franchise called Bob’s has created edible packaging.
The rice-derived paper can be devoured alongside the chain’s much-loved burgers, and washed down with a side of fries and Coke.
The retailer’s advertising agency, NBS, originally devised the campaign to highlight how irresistible Bob’s burgers are.
But the concept has also proven to be an effective litter solution, with consumers more than happy to bite straight into the wrapped product and polish it off completely.
As businesses look for new ways to reduce waste, perhaps Bob’s burger wrappers are just the beginning of an entire concept around edible food packaging.