What if you could enjoy a ginger shot without ever opening a bottle?
That's exactly what innocent set out to explore with Notpla. On 27 October, residents of Nobottle, a small hamlet in Northamptonshire, became the first to try innocent's Fiery Ginger shot using Notpla's edible Ooho technology.
Each Ooho contained 12ml of innocent's Fiery Ginger shot, enclosed in a thin seaweed-based membrane. Simply pop the whole pod into your mouth, and the membrane bursts like a cherry tomato, releasing the drink inside. You can even eat the packaging.
The experience was part of a two-day pilot, which also saw innocent take the technology to Coventry University, inviting students to try the pods and share their feedback.
The aim? To explore what packaging without a bottle could look like and understand how people respond to a different way of enjoying a familiar drink.
Ooho is an edible bubble made from seaweed that encapsulates liquids and foods, creating a playful, sensory experience.
Made using seaweed and other plant-based materials, its flexible membrane has no taste or smell and contains no conventional plastic. It can be eaten along with its contents, leaving nothing to bin or recycle. If it isn't eaten, the membrane is designed to biodegrade naturally.
Ooho has previously been used for water, sports drinks, sauces and condiments, particularly in applications where packaging is needed for only a short period of time.
For the innocent pilot, the teams worked together over several months to test the Fiery Ginger shot within Ooho, exploring how the technology could work to promote a new drink.
It's another example of how collaboration between brands and material innovators can open up new possibilities for packaging in the activation space, starting with something as familiar as a ginger shot.
Can I buy innocent ginger shots in Ooho?
No. This was a two-day pilot activation in October 2026, and there are no plans to sell the shots in Ooho.
Is Ooho edible and biodegradable?
Yes. Ooho's seaweed-based membrane is edible, home-compostable and designed to biodegrade naturally.
Can other brands explore Ooho technology?
Ooho is available for events and brand activations, where it’s made fresh and enjoyed within a few days. Its short shelf life means it isn’t suitable for most retail products, other than those with a low water content.
We have developed a range of disappearing packaging from food containers and cutlery to a complete array of single-use plastic alternatives. Discover Notpla.
Alternatively for press enquiries relating to the innocent pilot, please contact thesqueeze@welcometoshook.com.
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