Sophie Lain


Gousto Sustainability

  • Sustainability report
  • Edible packaging

Sustainability report

It's our first year as a B Corp™, which means it's our first year publishing a Sustainability Report. It's an opportunity to highlight the positive impact we've had on people and the planet in 2021, and report progress in key metrics to show our performance across sustainability areas including carbon, packaging, food waste etc. It's also a chance for us to shout about our key achievements in other areas too, as well as give a nod to our future ambitions and goals.

The creative brief:
  • Bring the report to life with engaging visuals.
  • Highlight some of the key stories.
  • Reflect our sustainability ambitions and achievements.
  • Give the reader a feeling of Gousto’s values.

Read the report in full here.

Edible packaging

Brief: Drive talkability, brand awareness and excitement around our new edible packaging to reinforce our sustainability and Bcorp creds.

We’ve spent the last few months working with packaging innovators Xampla on some new stock cube packaging that is edible and dissolvable. The new packaging is now ready to test, so we need to launch it so customers will want to give it a go.

Social posts

We got 56 clicks through to the blog from our Instagram story

Blog post - click to read

Our social posts got a collective reach of 118K and the ER was 2.51% which exceeded our internal KPIs for food/brand posts and almost double our sustainability KPIs. The LinkedIn post from Timo shared by Gousto got the most likes in our history.

Plus, the packaging trial sold out in 45 minutes.

User experience through the menu

Email received by people who opted in to the trial

In-box flyer received alongside the prototype


The piece attracted a lot of attention from journalists resulting in 16 pieces of strongly messaged coverage, with 7 in our top tier titles.

Gousto trials edible stock cube wrappers to cut plastic use“ - The Grocer  
Gousto trials world’s first edible packaging made from pea protein” - Retail Times
Gousto trials edible stock cube packaging made from pea protein” - Environment Times
Trials for first edible packaging made from pea protein announced by Gousto” - Business Leader
Recipe box brand Gousto trials edible, plastic-free packaging“ - Edie
Gousto launches edible packaging“ - Fresh Produce Journal
Meal Kit Brand Tests 'World’s First' Edible, Dissolvable Flexible Film Made from Pea Protein” - Packaging World 
British meal kit company trials edible packaging made from pea protein“ - Ingredients Network


Senior Copywriter: Sophie Lain
Senior Designer:
Matt Gray
Senior Social Media Manager: Lara Southwell
Senior PR Manager: Natalie Jay
Photographer: Max Jowitt
Food Stylist: Jenny Brown
Head of Creative: Katie Rosen
Brand VP: Anna Greene