Innocent and Notpla gives ginger shots an edible packaging makeover
UK drinks brand Innocent has partnered with packaging start-up Notpla to explore a new approach to sustainable drinks packaging, trialling edible seaweed-based pods for its ginger shots.
The trial uses Notpla’s Ooho technology, which creates biodegradable packaging from seaweed. Unlike traditional containers, the pods can be consumed after the drink, removing the need for a separate bottle or packaging disposal.
The initiative launched in Nobottle, a small village in Northamptonshire, where residents were invited to experience the concept before the trial expanded to a wider audience in a nearby city.
Consumer feedback has so far been encouraging. An Innocent survey of 321 people found that 78% of those who tried the pods said they would be willing to buy them if they were commercially available.
For Innocent, the project is an opportunity to explore whether the format could extend beyond ginger shots into other drinks and smoothie products, while assessing how consumers respond to an alternative packaging experience.
Notpla, which is based in London, develops seaweed-based packaging alternatives for a range of applications, including drinks, sauces and single-use liquids. Its technology has also been used at festivals and sporting events as an alternative to conventional single-use packaging.
The collaboration highlights how brands and packaging innovators are exploring new materials and formats to rethink how products are packaged and consumed.
Stay in the loop
Add us as a preferred source
One click, and posts like this show up more often when you search Google.
Check out our socials
The latest packaging projects
The price of prestige: Why luxury’s squeeze could make packaging more important than ever
Luxury consumers are spending more carefully, regulation is intensifying, and brands are being challenged to deliver more with less. Yet Jane Hamilton, Senior Business Journalist at The Times, believes the desire for luxury remains remarkably resilient. Speaking at London Packaging Week, she argued that changing prestige economics could make packaging more important, not less.
Is pEPR creating more packaging waste than it prevents?
Extended Producer Responsibility (pEPR) has moved from being a future regulatory requirement to an active business cost for UK food and drink producers. With invoices now being issued and further reporting deadlines approaching throughout 2026, packaging decisions are becoming increasingly important not only for sustainability but also for managing compliance costs.
