Posted on Sustainable Brands by Caitlin Kauffman, this article describes a brilliant disruptive innovation to challenge the single-use plastic water bottle. Very inspiring and a great opportunity for the category to respond in kind.
“The latest innovation in the fight against plastic water bottles comes in the form of an edible and flexible water “blob” container called the Ooho!, made by startup Skipping Rocks Lab. To use it, consumers can bite the blob and suck out the contents or eat the entire thing, casing and all.
Asking people to carry around their own water bottles and containers has had limited success; unfortunately, it is often just more convenient to buy and drink from a disposable container. The Ooho! claims to offer that convenience without introducing more plastic into the waste stream.”
To read the full article and watch the video click: Forget the Recycling Bin – If All Goes Well, You’ll Soon Be Able to Eat Your Water Bottle | Sustainable Brands.
Image credit: Skipping Rocks Lab