The world’s first edible water ‘bottle’ comes to Selfridges Birmingham

Ooho! At Selfridges London Ooho launches exclusively at Selfridges London. The world’s first edible water vessel. PR: Contact Georgia Frost. Pictures By Gareth Davies +44(0)7774899744 [email protected]

The world’s first edible water “bottle” is coming to Selfridges Birmingham to support the department store’s Project Ocean campaign.

Ooho is made entirely from seaweed and plants, with water and juices perfectly encapsulated inside, making the uniquely packaged material the most sustainable disposable alternative to any other container on the market.

It will be available exclusively in the Bullring store on June 8 for one week to mark World Oceans Day, where shoppers can try the radical product, which uses five times less CO2 and nine times energy compared to PET bottles.

Pictures By Gareth Davies

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 edible seaweed membrane is filled with filtered water or juice, but it can also be disposed of as natural food waste, where it will degrade.

It will stock the following Ooho options:

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)

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