Ooho by Notpla: Making packaging disappear

WHAT IT IS?

Ooho is an innovative, edible water pouch created by the startup Notpla. It’s made from seaweed and other plant-based materials, designed as a sustainable alternative to single-use plastic bottles and cups. The Ooho pouch can hold liquids like water, juices, or even sauces, and it’s biodegradable or edible, meaning you can drink the liquid and then eat the packaging (or discard it, as it biodegrades naturally in just a few weeks).

Ooho gained attention when it was used at events like the London Marathon, where runners were handed the pouches instead of plastic water bottles. The runners could either consume the seaweed-based membrane or throw it away, knowing it wouldn’t contribute to plastic pollution.

It’s an exciting, eco-friendly innovation aiming to tackle the problem of single-use plastic waste in a visually engaging and fun way, while being completely sustainable and natural.

Packaging with a shelf-life that matches that of the product it contains; the Ooho sachets by NOTPLA are colourless, flavourless, heat resistant and edible.

WHY IT´S COOL?

• Zero-Waste, Edible Packaging: The fact that the pouch is edible makes it incredibly innovative. You can drink the liquid inside and either eat the seaweed-based membrane or throw it away, where it will naturally biodegrade in a matter of weeks. This eliminates the need for plastic bottles or cups, which can take hundreds of years to break down.
• Sustainable and Natural: Ooho is made from seaweed and other plant-based materials, which are renewable resources. Seaweed grows quickly, doesn’t require fresh water or fertilizers, and absorbs CO2, making it one of the most environmentally friendly materials available.
• Practicality in Events: Ooho has been used at large events like the London Marathon, where it successfully replaced thousands of plastic bottles. This practical use shows that the product can function in real-world settings, helping to reduce waste on a massive scale.
• Visual Appeal and Novelty: The spherical design of the Ooho pouches is visually striking, futuristic, and memorable. This novel way of consuming liquids creates a sense of excitement and curiosity, making it perfect for social media sharing and generating viral moments. It feels like a sci-fi solution, making it cool and innovative.

WHY IT HAS FUTURE GROWTH POTENTIAL?

Growing Demand for Sustainable Alternatives: With increasing awareness of plastic pollution, both consumers and governments are pushing for more eco-friendly packaging options. Ooho directly addresses this need, offering a biodegradable, zero-waste alternative to plastic, which could see high demand as bans on single-use plastics expand globally.

Scalable to Multiple Industries: Ooho is versatile and can be used in a wide range of industries beyond just beverages. It’s already being tested for sauces, condiments, cosmetics, and even alcoholic drinks. This flexibility allows it to enter diverse markets like food packaging, event catering, and personal care, expanding its growth potential.

Cost-Effective and Renewable: The seaweed used to make Ooho is a renewable resource that grows abundantly and quickly. It doesn’t require fresh water or fertilizers, which keeps production costs lower than traditional petroleum-based plastics. This cost advantage will become more significant as the technology scales, making it economically competitive.

Consumer Trends Favoring Eco-Friendly Products: Younger generations like Millennials and Gen Z are prioritizing sustainable and ethical brands, and they’re willing to pay a premium for eco-friendly alternatives. Ooho’s strong environmental credentials align perfectly with these consumer values, suggesting a growing market base.