Which packaging innovation was first introduced in 2010 by Kevin Vyse and initially used by Puma, before becoming a sustainable packaging revolution?

Sustainable packaging has become a major focus for brands worldwide as consumers demand more environmentally responsible options. One revolutionary packaging innovation has significantly reduced plastic waste while maintaining product protection. This invention has changed how we think about packaging design and has been adopted by major companies across various industries. Can you identify this groundbreaking sustainable packaging solution from its initial development?

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Mushroom-based packaging (MycoComposite)
The Clever Little Bag (cardboard insert with minimal fabric bag)
Seaweed-based edible packaging (Notpla)
Liquid wood packaging (Arboform)