Video: Brazilian Fast-Food Chain Has Wrappers You Can Eat

By Alex Johnston
Alex Johnston
Alex Johnston
December 20, 2012 Updated: December 25, 2012

Edible wrappers are being introduced at a Brazilian fastfood chain, using the marketing schtick that customers love their burgers so much that they have to eat the wrapper too.

The wrappers for Bob’s burgers look like any normal paper wrapper—the chain does not specify what they’re made out of. The wrappers were supplied by Rio ad agency NBS.

The restaurant’s slogan, repeated during the commercial, “Não dá pra controlar,” translates as “You cannot control [yourself].”

The edible wrapping paper, however, appears to be a one-time thing for Bob’s.

In the commercial, it shows customers apparently recorded with a hidden camera chowing down on the burgers—and wrappers.

There have already been initiatives to serve items with edible wrappers in the United States. MonoSol offers thin-film packaging that dissolves in water (good for oatmeal, and instant coffee).

One of the main driving points of edible wrappers is the waste factor. If people eat the wrapper, it can possibly cut down on garbage being sent to landfills.

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