Vetain GmbH, a fast-growing German start-up specializing in vegan protein powders and supplements, has transitioned its packaging to Sonoco’s GreenCan® with a paper-end, a recyclable alternative made with at least 96% paper content.
The move reflects Vetain’s commitment to sustainability. Founded in 2021 by athletes Luca Gruber and Philipp Riedl, the company has built its brand on quality, transparency, and environmental responsibility. Today, Vetain serves more than 200,000 customers across Europe, generating annual revenues of €20 million with a team of 23 employees.
Vetain initially partnered with Sonoco in 2023, adopting a GreenCan® with a metal end. Two years later, the company opted for the paper-end version to further reduce its environmental footprint. The new packaging is fully recyclable within the paper stream and complies with Europe’s recycling standards. Products in the new packaging are now available in the German market.
“For us, sustainability has to be reflected not only in our products but also in our packaging,” said Philipp Riedl, co-founder and CEO of Vetain. “Many customers have already praised our shift to fully recyclable, paper-based cans.”
Sonoco views the collaboration as an example of how packaging innovation can support young brands. “Vetain expressed its clear commitment to sustainability, and moving to a paper-end can ensures their customers can recycle the entire package,” said Oliver Kock, Senior Sales Manager for Sonoco Consumer Europe.
Beyond packaging, Vetain runs several eco-friendly initiatives, including planting two mangrove trees for every product sold in partnership with EdenProjects, and donating to Cleanhub to remove plastic waste from rivers and oceans.
Sonoco, founded in 1899, is a global packaging company with about 23,400 employees in 40 countries. Headquartered in Hartsville, South Carolina, it provides sustainable consumer, industrial, and healthcare packaging solutions.
