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February 3, 2022

HP acquires plastic-free packaging company Choose Packaging

The company will integrate Choose into its Personalisation and 3D Printing business.

US-based technology firm Hewlett-Packard (HP) has acquired packaging development company Choose Packaging in an effort to strengthen its capabilities in the sustainable packaging vertical.

Choose claims to manufacture the world’s only commercially available zero-plastic paper bottle.

The patented technology uses naturally occurring and non-toxic materials to create a replacement for conventional plastic bottles.

HP chief strategy and incubation officer Savi Baveja said: “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.

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

HP will integrate Choose into its Personalisation and 3D Printing business to upscale its technology and customer footprint within the market.

The acquisition is part of HP’s strategy to ‘disrupt’ strategic vertical markets and enhance its environmental sustainability.

It follows the launch of HP’s 3D printing-enabled Moulded Fibre Tooling Solution, which is designed to make customisable, fibre-based products more affordable.

The financial terms of the transaction have not been disclosed.

Choose Packaging founder and managing director James Longcroft said: “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 partners with a number of major brands, including Accolade Wines, consumer brand Henkel and Malibu Rum.

Accolade Wines chief marketing officer Sandy Mayo said: “At Accolade Wines, we put innovation and sustainability at the heart of everything we do in our mission to be the world’s most innovative wine company.

“We are excited to see Choose join a recognised leader like HP who puts these topics at the top of its agenda.”

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