New venture to tackle waste in trillion dollar drinks industry
From November issue NZ Manufacturer www.nzmanufacturer.co.nz “When water is literally on tap in your kitchen, it seems crazy to ship it around the world.” A new startup launched by the founder of NZ’s largest regenerative beauty product export business is set to cut the global use of single-use plastic drink bottles by tens of millions every year. Brianne West stepped down as Ethique CEO earlier this year, a decade after starting the $100 million business in her kitchen as a 24-year-old biochemistry student. West’s new social enterprise aims to take on the $1.44tn beverage market which produces over 583 billion single-use plastic bottles annually, with less than 10% of these recycled. The new venture will produce concentrated effervescent drink mixers in the shape of a circular tablet which on contact with liquids such as water dissolve to release flavouring. Each ‘Incrediball’ makes up the equivalent of a 350ml beverage and can be added to both alcoholic and non-alcoholic hot or cold beverages to enhance the taste. West says the product will be the world’s first effervescent drink tab in fully home compostable packaging and could prevent over 10 million single-use bottles from entering the waste stream every year from 2030 and expects this to grow significantly over time. She says while effervescent concentrates in this form usually require plastic wrapping, they will launch new technology within the tablet to protect the product from moisture before use. “When water is literally on tap in your kitchen, it seems crazy to ship it around the world. “Incrediballs is designed to address this – we are looking to transform the traditional model under which drinks are sold in their ready-made form by allowing consumers to purchase the flavouring component in a concentrated format that can be added to sparking, still, hot or cold […]