German vegan health foods company Vetain has adopted packaging company Sonoco’s paper-based GreenCan solution for its protein powders and supplements.
This move, which aligns with Vetain’s efforts towards sustainability, provides a more recyclable packaging option, with at least 96% paper content compared to the previous rigid paper can with a metal end.
This new packaging solution is now available in the German market.
The collaboration between Vetain and Sonoco began in 2023, as Vetain intended to transition to a fully paper packaging solution.
Two years into the partnership, Vetain has switched to Sonoco’s GreenCan with a paper end, a solution that is fully recyclable within the paper stream and meets Europe’s recycling standards.
Vetain co-founder and CEO Philipp Riedl said: “As former athletes, it was clear to us when launching Vetain, that we wanted to offer a high-quality and great-tasting alternative to the additive-packed products already on the market.
“The supplement market is very competitive, therefore, having a brand with sustainability at its core – from product to packaging – is a big USP [unique selling point] for us.
“Our packaging needed to demonstrate this. Being able to use fully recyclable packaging for our protein powders and other powder-based products supports our brand perception, and many of our customers have praised our new paper-based packaging.”
Vetain has implemented several initiatives to support the environment. For every product purchased, the company plants two mangrove trees with its partner EdenProjects.
Sonoco Europe consumer senior sales manager Oliver Kock said: “Initially, Vetain started out using GreenCan with a metal end. However, after the Vetain team expressed its clear commitment to sustainability and keeping its ecological footprint as small as possible, the company started using GreenCan with a paper end, ensuring its customers can recycle the entire can.”
Founded in 2021 by athletes Luca Gruber and Riedl, Vetain has gained over 200,000 customers across Europe. The company has achieved an annual turnover of €20m ($23.3m) with a team of 23 employees.
Vetain’s product range includes protein powder, protein bars, nut butters, toppings, and supplements.
