Vetain GmbH, a German start-up specialising in vegan protein powders and supplements, has replaced its packaging with Sonoco’s GreenCan® solution featuring a paper-end, underscoring its ambition to reduce environmental impact across its product range.
The Hockenheim-based company, founded in 2021 by athletes Luca Gruber and Philipp Riedl, has built its brand around three values—quality, transparency and sustainability. With a customer base exceeding 200,000 across Europe and annual revenues reported at €20 million, Vetain has rapidly established itself as a challenger in the competitive sports nutrition market.
Having initially adopted Sonoco’s GreenCan® with a metal end, Vetain transitioned to the fully paper-based variant this year to achieve a higher level of recyclability. The packaging contains at least 96% paper and can be recycled entirely within existing paper streams, meeting European recycling requirements.
“As former athletes, it was clear to us when launching Vetain that we wanted to offer a high-quality and great tasting alternative to the additive-packed products already on the market,” said co-founder and chief executive Philipp Riedl. “The supplement market is very competitive, therefore, having a brand with sustainability at its core – from product to packaging – is a big USP for us. Our packaging needed to demonstrate this. 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.”
Sonoco said the partnership with Vetain reflects its strategy of supporting brands that prioritise sustainability. “Initially, Vetain started out using GreenCan® with a metal end,” said Oliver Kock, Senior Sales Manager for Sonoco Consumer Europe. “However, after the Vetain team expressed its clear commitment to sustainability and keeping its ecological footprint as small as possible, the company started using GreenCan® with a paper-end, ensuring its customers can recycle the entire can.”
Beyond packaging, Vetain has broadened its sustainability efforts through initiatives such as planting two mangrove trees for every product sold in partnership with EdenProjects, and contributing to Cleanhub, an NGO that removes plastic from rivers and oceans.
The company’s move to GreenCan® with a paper-end signals its intent to align product development and brand identity with environmentally responsible practices, while offering consumers packaging that matches their expectations for recyclable solutions.
