A New Zealand-based startup, Incrediballs, is set to introduce a tablet-based beverage product, with the aim of minimizing plastic usage in the beverage industry. The product represents the commercial exploitation of a research endeavor that spanned seven years.
Incrediball’s Innovative Concept
Incrediballs specializes in the production of non-plastic effervescent drink tablets. The development of these tablets was spearheaded by Brianne West, founder and ex-CEO of Ethique, a personal care company. West’s departure from Ethique saw her utilizing a co-crystal stabilization method, a technology birthed at the University of Bradford, UK.
The conventional effervescent tablets are inherently unstable, necessitating the use of plastic or metal packaging for protection against moisture and air, West explained. On a commercial scale, stabilizing these tablets is a challenge that even pharmaceutical companies grapple with.
“The chemistry may seem straightforward but controlling it is no easy feat,” she said. “Our patented system encapsulates active ingredients such as citric acid and sodium bicarbonate with compounds like nicotinamide and creatine. This prevents the reaction from taking place until the tablet is completely immersed in water.”
Upon dissolution, each tablet generates a 350ml beverage with no added sugar. By eliminating the need for bottled drinks, this format presents an alternative within the global soft drink market. The market, estimated to be worth $1.42 trillion, is responsible for generating around 583 billion single-use plastic bottles annually, with only about 10% of these bottles being recovered by recycling systems.
An Eco-friendly Alternative to Bottled Drinks
West, referring to data from the United Nations, stated that manufacturers are capable of producing approximately 20,000 PET bottles every second. Furthermore, single-use drink containers account for roughly 45% of litter in urban areas.
Incrediballs’ tablets are packaged in a paper-based material that is certified for home composting and devoid of plastic laminates. The packaging can be composted or recycled. The company uses water-based inks and is exploring options for algae-derived alternatives.
The development of Incrediballs incorporated feedback from over 15,000 subscribers and social media followers who participated in product testing. The company plans to extend their product line to include functional beverage formats that utilize ingredients sourced from New Zealand such as manuka, kawakawa, and kiwifruit extracts.
Revolutionizing the Beverage Industry
Incrediballs’ goal is to revolutionize the drink manufacturing, transportation, and sales sectors. However, the company’s focus is not merely to position its product as an environmental alternative. It has set ambitious targets to prevent the production of 50 million plastic bottles by 2030 and 300 million by 2050.
From a logistical standpoint, the non-liquid, non-plastic format of the product decreases transport volume by over 99%, enabling higher product density per shipment. According to West, this shift has the potential to transform export economics by reducing logistics costs.
In terms of financial aspirations, the company aims for a revenue of $1 million by the 2027 fiscal year, with long-term plans to establish an export business boasting an annual turnover of $1 billion.
The initial four flavors of the product will be available for online orders beginning February 16. The company has already garnered interest from supermarkets and FMCG retailers in Australia and New Zealand.
At first, the company’s focus will be on direct-to-consumer sales to establish brand positioning and gain customer insights. They also plan on partnering with select independent retailers for trial runs. Feedback from these early stages will be used to fine-tune aspects such as flavor, packaging, and usage prior to wider FMCG and export distribution.
“We’re not aiming to be a niche or a travel product,” West said. “We want our presence felt on every beverage aisle.”
Questions & Answers
What is Incrediballs?
Incrediballs is a New Zealand-based startup that specializes in the production of non-plastic effervescent drink tablets aimed at reducing plastic waste in the beverage industry.
How does the Incrediballs tablet work?
The Incrediballs tablet, when fully immersed in water, dissolves to produce a 350ml beverage. This eliminates the need for single-use plastic bottles.
What are Incrediballs’ future plans?
Apart from aiming to prevent the production of 50 million plastic bottles by 2030, Incrediballs also plans on extending their product line to functional beverage formats using locally sourced ingredients. The company aims to establish a strong brand presence in all beverage aisles, not just as a niche or travel product.
