The shift toward sustainable packaging in the health and nutrition industry is gaining serious momentum, and German start-up Vetain GmbH is proving to be a front-runner in this transformation. The company, known for its vegan protein powders and supplements, has partnered with global packaging leader Sonoco to introduce a more eco-friendly solution: the GreenCan® with a paper-end, a recyclable paper-based can made with at least 96% paper content.
This innovation marks Vetain’s bold step away from traditional packaging formats like rigid paper cans with metal ends. By adopting GreenCan®, Vetain is now offering consumers packaging that is fully recyclable within the paper stream—perfectly aligned with Europe’s stringent recycling standards.
A Start-Up with Sustainability at Its Core
Founded in 2021 by former athletes Luca Gruber and Philipp Riedl, Vetain was created with a clear vision: to deliver high-quality, vegan-friendly nutrition without compromise. The brand’s values quality, transparency, and sustainability are reflected not only in its product formulations but also in its packaging choices.
In just a few years, Vetain has built a strong community of over 200,000 customers across Europe, achieved a €20 million annual turnover, and grown its team to 23 employees. For a company of its size, the switch to fully recyclable packaging represents more than a branding choice it’s a statement of intent.
Why Packaging Matters in the Protein Market
The supplement sector is fiercely competitive, often criticized for excessive use of plastic and aluminum. Vetain’s decision to go with Sonoco’s GreenCan® with paper-end helps it stand apart.
“Our packaging needed to demonstrate our values. 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,”
said Philipp Riedl, co-founder and CEO of Vetain.
For Sonoco, this collaboration underscores its role in enabling brands to meet sustainability commitments. As Oliver Kock, Senior Sales Manager for Sonoco Consumer Europe, explained:
“Vetain is a great example of young entrepreneurs looking to make a meaningful difference with its brand and packaging.”
Beyond Packaging: A Bigger Sustainability Mission
Vetain’s eco-conscious efforts go well beyond packaging. The company actively invests in environmental projects, ensuring its impact is felt at a global scale:
- 🌱 Tree Planting: For every product purchased, Vetain plants two mangrove trees through its partner EdenProjects.
- 🌍 Plastic Collection: Through a partnership with Cleanhub, Vetain donates per order to remove plastic waste from rivers and oceans.
- ♻️ No Plastic, No Aluminum: The brand has phased out both materials in its products, ensuring minimal waste contribution.
These initiatives reinforce Vetain’s ambition to stand as a sustainability-driven disruptor in the nutrition market.
A Step Toward Circular Packaging
With the move to Sonoco’s GreenCan®, Vetain isn’t just selling protein powders it’s selling a vision of what the future of packaging can look like: circular, recyclable, and responsibly designed.
In an industry where eco-claims are often overstated, Vetain is showing how authentic action backed by smart partnerships can resonate with both consumers and the planet.