The Pure Wraps utilizes Innovia’s Natureflex™ to provide packaging win

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The Pure Wraps Coconut Wraps Logo

Press Release
For Immediate Release

Contact: Todd Fitts
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(800) PURE-516 ext. 2
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The Pure Wraps utilizes Innovia’s Natureflex™
to provide packaging win

FSC certified non-GMO cellulose, made from compostable material,
creates safe and effective sustainable packaging for The Pure Wraps

NatureFlex TM LogoAtlanta, GA  (Sept. 11, 2014) - It started with a simple idea: be a triple bottom line company and incorporate sustainability initiatives into the company’s business decisions. When Improveat started crafting The Pure Wraps, they needed the packaging to perform well to protect their raw coconut wraps, while also being kind to the environment.

As The Pure Wraps is a raw food, it was critical to guard against mold by implementing a high moisture barrier. A high barrier to oxygen was also necessary to extend shelf life. Furthermore, the packaging needed to match Improveat’s brand identity and high standards for The Pure Wraps, which are Non-GMO Project verified.  NatureFlex™ by Innovia Films proved to be the perfect solution. This flexible packaging material is derived from sustainable wood pulp, offers excellent barriers to oxygen and moisture, is certified compostable, and GMO free.

Improveat’s mission is to offer life-enhancing food that adds to health, thereforethey do not want their packaging to leach harmful chemicals into the food nor harm the environment. “Improveat believes in order to have life enhancing food we must be good stewards of our environment around us for good soil, water, and air,” said Todd Fitts, CEO and owner of Improveat.

“Innovia’s Natureflex™ has been our choice since we began offering The Pure Wraps in stores over 5 years ago because it is one of the few options that meets our strict criteria,” added Fitts. “Our customers benefit with a product that is compostable, does not contain any bisphenol (including BPA and over a dozen other derivatives), and is free of phthalates which are known endocrine disruptors.”

“Since The Pure Wraps are Non-GMO Project verified, it has been great extending the benefits of our standard to our packaging, which is also non-GMO by being sourced from FSC certified sustainable forests,” the Improveat CEO stated.

“Natureflex™ is an investment into our customers along with our environment and a great way to keep Improveat away from the liabilities associated with using traditional fossil-based plastics.  It also allows us to avoid the use of corn-based PLA, which is extensively produced from GMO corn.



Improveat is a provider of pure, unadulterated food that acts on the belief What You Eat Matters! We have merged the wisdom, science and pleasure of real food with continuous positive intent. The Pure Wraps are the signature offering of Improveat. The Pure Wraps come in two versions: original and curry. To get more information about The Pure Wraps visit You can follow The Pure Wraps on Twitter @ThePureWraps or on Facebook

NatureFlex™ films are suitable for packing a wide range of foodservice products in the rapidly expanding “food-to-go” market — from confectionery to bakery items. The films are resistant to grease, oils, and fats, and have tailored barriers to oxygen and moisture. The cellulose is derived from renewable wood pulp that is sustainably harvested from FSC managed forests. NatureFlex™ films are certified ASTM D6400 compost-ability and ASTM D6868 for bio-based content.  Depending on the grade of film, the biobased content can vary from 90% to 99%.