In a bid to support its very own Project Ocean campaign, Selfridges Birmingham has developed an edible water “bottle” – in an exciting world first.
The luxury department store has created a new product made entirely from seaweed and plants. Inside this edible bottle there will be water or juice, and the liquids are perfectly encapsulated inside its unique packaging.
Although the membrane can be consumed, it can also be disposed of as natural food waste, where it will degrade.
The item, which is named Ooho, has been described as the most sustainable disposable alternative to any other container on the market. It will be available in the Bullring store on an exclusive basis from 8 June for one week.
This timely campaign was arranged in order to mark World Oceans Day in an effort to encourage individuals to become more ethically and environmentally aware.
During this time shoppers can try this incredible product, which stands out as a sustainable drinking option because of the fact it uses five times less CO2 and nine times energy compared to PET bottles.
Sam Watts, General Manager of Selfridges Birmingham, said: “Selfridges is committed to raising awareness of plastic pollution and the damaging effects on the oceans and since 2011, our Project Ocean campaign has seen us tackle the issues of endangered fish, raising awareness of marine pollution and we were the first store to remove single-use water bottles across the business.
“We are very excited to welcome Ooho to Selfridges, in time for World Oceans Day. It’s an incredibly innovative product that promises to make real inroads into the problem of single-use plastic and we know that our customers will love it.”
The Ooho varieties are as follows:
Selfridges selection blackcurrant Ooho (£1.50)
Selfridges selection elderflower & cucumber Ooho (£1.50)
Selfridges selection strawberry & rose Ooho (£1.50)
Plain Ooho small (25ml, £1)
Plain Ooho large (125ml, £1.50)
Hotshot juice Ooho (£2)
Charcoal & lime juice Ooho (£2)
For more information you can visit the following websites: oohowater.com and selfridges.com.
> Hannah Montgomery
Birmingham Selfridges Develops the World's First Edible Water "Bottle"
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