In an innovative stride towards sustainability, Brianne West, the founder of Ethique, presents a revolutionary alternative to traditional bottled soft drinks. Introducing the Incrediballs brand—effervescent tablets designed to dissolve in water, offering a refreshing and eco-friendly beverage option.
Available in a 350ml flavored drink format, these sugar-free tablets are meant to be mixed with tap water or any other liquid, aiming to reduce reliance on single-use plastics in the beverage industry.
West emphasized that the new product targets the staggering plastic pollution from the beverage market. Industry estimates suggest that an alarming 583 billion single-use plastic bottles are produced each year, with fewer than 10% recycled properly.
Tablet format
Incrediballs presents these tablets as a plastic-free substitute for ready-to-drink beverages. West explained that this format eliminates the necessity of transporting water in plastic bottles in regions where safe tap water is readily available.
“Shipping water in plastic bottles makes little sense in places like Aotearoa, Australia, and the UK, where safe water is readily accessible,” West stated.
“We’ve been misled into thinking that bottled water is inherently safer and healthier, which is often not the case,” she added.
The tablets are packaged in certified home-compostable card materials, avoiding plastic laminates and using only water-based inks.
“Our goal was to create a product line that doesn’t rely on complicated recycling processes—approaches that are often ineffective at scale and merely serve as greenwashing tactics pushed by fossil fuel industries,” West remarked.
Science background
Although effervescent tablets are prevalent in pharmaceuticals and supplements, they usually come in high-barrier packaging due to the sensitivity of their contents to moisture and air. Traditional formats often involve plastic tubes or foil-based containers to ensure stability.
West, being a trained biochemist, highlighted that the Incrediballs utilize a stabilization process linked to co-crystal technology developed at the University of Bradford, a project that took seven years to materialize.
“The complexity involved has deterred major pharmaceutical companies from executing this at scale. While the chemistry appears straightforward, maintaining control is remarkably challenging,” West explained.
The patented system encapsulates active ingredients such as citric acid and sodium bicarbonate with compounds like nicotinamide and creatine, ensuring that no reaction occurs until the tablet is fully immersed in water.
“This challenge has been a significant pursuit for pharmaceutical companies for many years,” she noted.
Market plans
Incrediballs aims to establish itself as a mainstream alternative to bottled beverages rather than just a travel or occasional option. West mentioned that the brand will initially focus on direct-to-consumer sales, bolstered by partnerships with select independent retailers.
“We’re aiming to change the perception that drinks must be shipped as liquids in plastic,” she asserted.
The first four flavors will be available for online ordering, with additional varieties planned for the future. Early responses from supermarkets and markets across the Tasman have been promising.
West also highlighted the compact format’s implications for export and logistics, arguing it significantly decreases shipping volume when compared to ready-to-drink products.
“By eliminating water and plastic, we reduce shipping volume by over 99%, allowing us to transport 100 times more product in the same space, with equivalent value and a much smaller carbon footprint,” she explained.
Targets and pipeline
West aims to divert 50 million plastic bottles from landfills by 2030 and 300 million by 2050. The company also plans to branch into functional beverages that incorporate New Zealand-sourced ingredients like manuka, kawakawa, and kiwifruit extracts.
With over 15,000 followers across mailing lists and social media actively providing feedback during product testing, West expressed ambition for the business to reach USD $1 million in revenue by FY27, with a long-term goal of achieving annual revenues of USD $1 billion.
“We’re not positioning ourselves as a niche or travel product; our vision is to be present in every beverage aisle,” West concluded.
Key Takeaways
- Incrediballs offers sugar-free effervescent tablets that dissolve in water for a sustainable beverage option.
- The product aims to reduce single-use plastic waste from bottled beverages significantly.
- Efforts are backed by co-crystal technology, enhancing the stability of active ingredients.
- The first four flavors will be available online, with plans to expand offerings in the future.
- The company targets the prevention of 50 million plastic bottles entering waste streams by 2030.
FAQ
What are Incrediballs?
Incrediballs are effervescent tablets that dissolve in water to create flavored drinks, offering an alternative to bottled beverages.
How do I use Incrediballs?
Simply dissolve one tablet in 350ml of tap water or another liquid to enjoy your drink.
Are Incrediballs environmentally friendly?
Yes, they come in compostable packaging and aim to reduce reliance on single-use plastic bottles.
