HP Inc has announced its acquisition of Choose Packaging – the inventor of a commercially-available, zero-plastic paper bottle. 

Choose’s patented technology aims to provide an alternative to plastic bottles and can reportedly hold a wide variety of liquid products. Its paper-based bottles are made with naturally occurring and non-toxic materials.

“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 & incubation officer at HP Inc.

“Choose has built a truly differentiated technology and we are excited to welcome this talented team to the HP family.”

Through this acquisition, HP hopes to further its goal of disrupting the $10 billion fibre-based packaging market. HP’s first step in this industry was the introduction of a 3D printing-enabled Molded Fiber Tooling Solution, which was designed with the aim of bringing customizable fibre-based products to market faster and more affordably.

With the integration of Choose into its Personalization & 3D Printing business, HP will seek to focus on scaling its technology and customer footprint to expand the addressable market.

“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,” said James Longcroft, founder and managing director, Choose 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-oriented culture.”

Choose’s existing client base includes Accolade Wines, one of the biggest wine companies in the world with over 50 brands including Hardys, Banrock Station, and Grant Burge available in more than 130 countries; Henkel, one of the world’s largest consumer and industrial goods companies; and Malibu Rum, one of the strategic international brands in Pernod Ricard’s global portfolio.