Vetain embraces fully recyclable paper-based packaging with Sonoco’s GreenCan

GERMANY – German vegan health foods company Vetain has adopted Sonoco’s innovative GreenCan packaging for its protein powders and supplements.

The fully recyclable solution, featuring at least 96% paper content, aligns with Europe’s stringent recycling standards and is now available across the German market.

The partnership between Vetain and Sonoco, began in 2023.

Initially using GreenCan with a metal end, Vetain transitioned to a fully paper-based version to further enhance recyclability. 

According to Oliver Kock, Sonoco Europe’s consumer senior sales manager, Vetain’s dedication to minimizing its ecological footprint drove the shift to a paper-end design, allowing customers to recycle the entire can in standard paper streams.

Vetain, founded in 2021 by former athletes Luca Gruber and Philipp Riedl, has quickly grown to serve over 200,000 customers across Europe, generating an annual turnover of US$23.3 million with a team of 23 employees. 

The company’s product line, including protein powders, bars, nut butters, toppings, and supplements, emphasizes high-quality, additive-free alternatives. 

“Our packaging needed to demonstrate our commitment to sustainability,” said Riedl, highlighting how the new paper-based GreenCan enhances Vetain’s brand identity and resonates with eco-conscious consumers.

Beyond packaging, Vetain supports environmental causes by planting two mangrove trees for every product sold in partnership with EdenProjects. 

This initiative complements the company’s broader sustainability goals, reinforcing its appeal in the competitive supplement market.

In a related development, recent industry updates highlight growing momentum in sustainable packaging across Europe.

 A report by Packaging Europe noted that companies like Nestlé have also introduced paper-based innovations, such as recyclable paperboard canisters for its Vital Proteins brand, achieving a 90% reduction in plastic use. 

By prioritizing recyclability without compromising product protection, Vetain and Sonoco are setting a precedent for sustainable innovation in the health food sector.

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