Have you ever been so hungry that you actually munched on your burger’s paper wrapper without even noticing? It happens to me all the time, and while I don’t think it’s a big deal, some people are actually disgusted when that happens. But thanks to Brazilian fast-food chain Bob’s, they don’t have to worry about it anymore.

Slate.com reports U.S. consumers alone threw away over 75 million tons of packaging waste, in 20101, and only half of that was recovered through recycling. Food packaging is a real environmental issue and scientists have been working on edible wrappers for years. At the start of 2012, Harvard scientist reported they have developed a WikiCells, “novel edible forms” that could be used to wrap, bottle and package food, and take the flavor of whatever they contained. Now, almost a year since their announcement, a Brazilian burger chain has launched an intriguing ad showcasing edible wrappers. It’s unclear whether they are based on WikiCells technology, but judging by the clients reactions, they don’t taste bad at all. These novel burger wrappers look like traditional paper ones, which kind of confused Bob’s customers, but the restaurant reports their campaign was so successful than nobody threw out the edible wrappers.

Although it was only a marketing campaign based on Bob’s tagline, “Não dá pra controlar” (You can’t control yourself), which suggests their burgers are so good you can’t control yourself, the edible paper wrappers could one day solve part of our world’s environmental issues.

via Huffington Post