This story covers two new things at once: an unusual type of packaging and the product itself. While the product might not actually be new, it’s the first time we’ve come across it. Let’s take a closer look.

First, let’s talk about the product. For some time now, the company Innocent Drinks has been producing what are essentially healthy energy drinks made from juices and vitamins. And she releases them in shot form. So, it's essentially a vitamin bomb for one or two sips. There are three varieties of these shots, each with a different ingredients and a specific intended effect.

Now, let’s talk about some unusual packaging. Recently, Innocent Drinks, in collaboration with the company Notpla, launched a pilot project in a British town featuring ginger shots packaged in small, edible seaweed capsules instead of traditional bottles. Simply place one capsule in your mouth and it bursts like a cherry tomato, releasing a delicious drink. The packaging itself can be eaten or thrown away. It is absolutely harmless and biodegradable. The membrane material of the bag is made from seaweed and has neither taste nor smell. The volume of capsules used in the project was 12 ml.

This was a trial run designed to gauge consumer reaction to such an unconventional presentation. And it's worth noting that many expressed their willingness to buy such a product in such packaging. At the moment there are no sales of shots in capsules. But we hope the companies will try to scale the project and launch at least limited sales as its next step.

Materials from the websites innocentdrinks.co.uk and notpla.com have been used.