Innocent drinks has unveiled a ginger shot with no bottle and edible seaweed packaging in the Northamptonshire village of Nobottle, home to just 30 residents. The trial aims to test a plastic-free alternative to traditional single-use packaging.
Edible Ooho pods debut in tiny village
The drinks company partnered with sustainable packaging firm Notpla to trial its Ooho pods, which are made from a biodegradable seaweed-based material. Each ginger shot arrives inside a small edible pod that can be popped straight into the mouth and swallowed whole.
Notpla was highlighted by Prince William as one of his favourite Earthshot winners. The pilot scheme is designed to gain a better understanding of where the technology could prove most beneficial and how consumers take to it.
Locals react to unusual launch
To celebrate the trial of Fiery Ginger Immunity Shots, Innocent erected a temporary, recyclable village sign marking the occasion, which was also commemorated on the local noticeboard made from seaweed.
Local resident Steve Anderson said: "It was a far cry from an ordinary morning pick-me-up. I couldn't believe it when I heard Innocent was launching something in Nobottle - in a village of 30 people, things like that don't usually happen here."
He added: "When they told me I could put the whole thing in my mouth and swallow it, packaging and all, I thought they must be having a laugh. But once I got over the initial shock, it was a really different way to take a ginger shot - no plastic bottle to open, squeeze or throw away afterwards."
Potential replacement for plastic bottles
Innocent's Andy Wallis said: "This is about seeing how this new technology can be used, not just in our ginger shots but our other drinks and smoothies, too. We might find in the future it is a credible replacement for some of the plastic we currently use."
He added: "This is our first pilot to see what people think and see how we could use this clever tech in the future – not just instead of bottles but in all sorts of ways our clever packaging people might dream up." The trial represents a potentially groundbreaking moment in the hunt for alternatives to traditional single-use plastic packaging.
