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Innocent’s No-Bottle Juice Shot Trial

PR Campaign
Thursday 29th October, 2026

Innocent teamed up with Notpla to serve Fiery Ginger shots in edible seaweed-based Ooho pods during a two-day trial in Nobottle, Northamptonshire. The deliberately apt location and the idea of swallowing the packaging with the drink gave the sustainability story a simple, memorable hook; there are no current plans to sell the pods.

Why it worked: A cheeky Nobottle-in-Nobottle location gag plus a measurable 78% intent-to-buy stat turned a tech demo into newsroom-ready news.

The lesson: Consider staging a micro-trial in a pun-perfect or symbolically apt location and pair it with one killer, surprising stat.

Innocent Notpla
8 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
packagingsolutionsmag.co.uk World’s most exclusive trial? Thursday 29th October, 2026
foodanddrinktechnology.com A drink without a bottle? - Food and Drink Technology Thursday 29th October, 2026
packagingeurope.com Edible seaweed ginger shot pods piloted by Innocent Drinks and Notpla Thursday 29th October, 2026
packaging-gateway.com Innocent Drinks pilots Notpla’s edible seaweed pods Friday 30th October, 2026
sustainabilitymea.com Innocent Drinks tests edible seaweed packaging in consumer pi ... Saturday 31st October, 2026
thepackagingportal.com Innocent Drinks trials ‘packaging-free’ packaging – ThePackagingPortal.com Monday 2nd November, 2026
thegrocer.co.uk Innocent teams up with Notpla to trial no-bottle edible juice shots Monday 2nd November, 2026
indiatimes.com Innocent and Notpla pilot edible seaweed ginger shot pods, ETPackaging Wednesday 4th November, 2026
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