HP plans to disrupt fibre-based packaging market after buying UK firm Choose Packaging


US technology company HP has revealed its plans to disrupt the fibre-based packaging market after acquiring Edinburgh company Choose Packaging.

Choose has developed the only commercially available zero-plastic paper bottle in the world, according to HP.


The main casing of the bottle is made from 100% de-inked and recycled newspapers, while the labels are also made from recycled paper. A plant-based, biodegradable lining and a metal cap are also used on the bottles.

HP said it is well positioned with the acquisition to disrupt the $10 billion (£7.38 billion) fibre-based packaging markets.

Its first step was the introduction of its 3D printing-enabled Molded Fibre Tooling Solution, that is designed to bring customisable, fibre-based products to market faster and more affordably.

Choose will be integrated into HP’s Personalisation & 3D Printing business and the focus will be on scaling Choose’s technology and customer footprint.

The aim is to disrupt the single-use plastic market where 150 million tonnes are used each year, and replace it with fibre-based, plastic free products.

Choose Packaging founder and managing director James Longcroft said: “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.

“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-orientated culture.”

Financial terms of the transaction were not disclosed.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.