84433Eco-Tub, The Edible Ice Cream Tub.ClosedCollaborative R&DInnovate UK**The Brand:** Eco-tub is a 'purpose-led' brand designed to reduce waste and positively impact the environment whilst providing an improved eating experience to the consumer. **The Product**: The world's first edible branded ice cream tub. **What is it?** An edible ice cream tub made of gluten free wafer, wrapped in a compostable, fully customisable paper sleeve. It can be eaten or else discarded like a regular ice cream tub. A fully compostable ice cream tub, we believe to be one of the fastest biodegradable tubs in the world. **Target market:** The product is aimed at ice cream parlours, frozen treat kiosks and all vendors currently using plastic or 'wax' (PE) carboard ice cream tubs for takeaway ice cream. With Covid-19 social distancing rules, there has been an increase use in takeaway packaging.