RISE (Research Institutes of Sweden) in collaboration with Apple is contributing to reducing plastic pollution with a promising new bio-based foam material. The low-density, cellulose-based foam is derived from responsibly sourced wood pulp, the same material used in paper products. The material has excellent properties, like high compression resistance and a uniform pore structure. Further, it is compatible with existing paper packaging recycling streams and is intended to meet the growing demand for alternatives to fossil-based plastic foams. The focus has been on developing the material for cushioning applications in packaging, which has been possible by leveraging RISE’s long experience with processes for pulp-fibre property development and foam surface chemistry. A key component has been the capabilities for structural and mechanical performance characterization provided by RISE’s Packaging Centre of Excellence, allowing progress towards the development goals to be quantified. This has taken the material a long way, but challenges still remain as it relates to the production process. We believe that responsibly sourced, low-density, pulp-based renewable materials can play an important part in solving the ongoing plastic pollution crisis. The chief interest of Apple and RISE is therefore to ensure large-volume commercial availability of such materials, and we invite other parties to collaborate with us to further develop the production technology and/or the characteristics of the cellulose foam.