In a significant leap towards reducing plastic waste, Brianne West, the founder of Ethique, has introduced a revolutionary drink format. Instead of traditional bottled soft drinks, consumers can now enjoy flavorful beverages through effervescent tablets that dissolve in water, marketed under the Incrediballs brand.
These innovative tablets create a 350ml flavored drink, are sugar-free, and can be mixed with tap water or other liquids. West’s initiative addresses the pressing issue of single-use plastic in the beverage industry, with current estimates indicating that 583 billion plastic bottles are produced annually worldwide—less than 10% of which are recycled effectively.
Tablet format
Incrediballs offers a plastic-free alternative to ready-to-drink beverages. West emphasized the benefits of eliminating the transportation of water in plastic bottles, particularly in regions with safe tap water available.
“When safe water is literally on tap in most people’s kitchens in places like Aotearoa, Australia, and the UK, it makes no sense to ship it around the world in plastic bottles,” West stated. “We’ve been misled into believing bottled water is safer and healthier, but this just isn’t true in most cases,” she added.
The tablets come housed in certified home-compostable card packaging, designed to avoid plastic laminates and utilize water-based inks.
“We aimed to develop a product range without the complications of recycling systems that often fail at scale, which are largely driven by greenwashing campaigns from the oil and gas industry,” West explained.
Science background
While effervescent tablets are common in pharmaceuticals and supplements, they often require high-barrier packaging. Traditional formats typically use plastic tubes or foil-based packs to prevent moisture and air from triggering early reactions.
As a trained biochemist, West noted that the Incrediballs approach utilizes a stabilization process developed from co-crystal technology at the University of Bradford, a project that took seven years to refine.
“There’s a reason this hasn’t been done at scale by major pharmaceutical companies. It’s deceptively simple chemistry, but extremely difficult to control,” West remarked.
The patented system envelops active ingredients like citric acid and sodium bicarbonate with compounds such as nicotinamide and creatine, preventing any reactions until fully immersed in water.
“This is something pharmaceutical companies have been trying to solve for years,” she added.
Market plans
Incrediballs is marketed as a mainstream alternative to bottled beverages, rather than just a convenience or travel option. The brand will initially focus on direct-to-consumer sales, complemented by a selective number of independent retail partnerships.
“We’re trying to eliminate the notion that beverages must arrive as liquid in plastic,” West stated.
The initial four flavors will be available for online order, with plans for additional varieties over time. West noted there has been strong interest from supermarkets and international markets, including trans-Tasman retailers.
West also highlighted the benefits of the compact format for export and logistics, arguing it significantly reduces shipping volume compared to traditional ready-to-drink options.
“The new format removes the water and plastic, cutting shipping volume by over 99%. This allows us to export 100 times more product in the same space, maintaining the same value but with a fraction of the carbon footprint,” she explained.
Targets and pipeline
West aims for the business to prevent 50 million plastic bottles from ending up in waste streams by 2030, with a goal of reaching 300 million by 2050. There are also plans to diversify into functional beverages incorporating New Zealand ingredients like manuka, kawakawa, and kiwifruit extracts.
With over 15,000 followers across mailing lists and social platforms providing feedback during product testing, West targets USD $1 million in revenue for FY27, aspiring for an eventual annual turnover of USD $1 billion.
“We’re not aiming to be niche or a travel product; we want to be present in every drinks aisle,” West concluded.
Key Takeaways
- Incrediballs offers an innovative tablet format that dissolves in water, producing a flavored beverage without single-use plastic.
- The product aims to significantly reduce the carbon footprint associated with the production and shipping of bottled drinks.
- Packaged in certified home-compostable materials, it avoids traditional plastic laminates and promotes eco-friendly practices.
- West’s target is to prevent 50 million plastic bottles from entering waste streams by 2030.
- The brand plans to expand into functional beverages using local New Zealand ingredients.
- Strong initial market interest indicates the potential for significant growth and presence in the global beverage sector.
FAQ
What are Incrediballs?
Incrediballs are effervescent tablets that dissolve in water to create a flavored drink, serving as a sustainable alternative to bottled beverages.
Are Incrediballs sugar-free?
Yes, Incrediballs are sugar-free and designed to provide flavor without added sugars.
How are the tablets packaged?
The tablets come in certified home-compostable card packaging, which eliminates the need for plastic.
What flavors are available?
The initial launch includes four flavors, with plans to introduce more over time.
What are the environmental goals of Incrediballs?
The brand aims to prevent 50 million plastic bottles from entering waste streams by 2030 and expand its product line sustainably.
