About Us

Our story

Tiny balls, big impact.

We’ve created the world’s first plastic-free drink. Which, frankly, should have existed years ago, but better late than never, I guess?

Why? Well, you see, the drinks industry kinda sucks. Of the top five greatest plastic polluters, four of them are drinks companies. Collectively they produce 500 billion plastic bottles, every single year. And statistically, most end up in landfill, waterways, or bobbing around in the ocean for centuries. Recycling isn’t going to solve this problem.

So I guess we will.

The drinks industry is soda pressing.

It exploits people and planet for profit, and it really doesn't have to be that way. We operate a bit differently.

Take a look at our impact

What's our goal?

We want to save 30 million plastic bottles by 2030.

So we better get cracking.

We want to prove that single-use plastic isn’t necessary. That better options exist. And that we don’t have to keep funding companies that trash the planet and exploit people while making obscene amounts of money (not looking at anyone in particular 👀).

Still got questions?

What is so special about our balls?

Incrediballs are genuinely a world-first. Which is a shame, being as we are drowning in single-use plastic and the drinks industry is the greatest contributor to that, but here we are.

Effervescent tablets love water. And the air around us contains loads of it, so effervescent tablets tend to react in even moderate humidity if they're left naked. To prevent that, they're packed into plastic or metal.

But we have some clever green tech in our balls which means we can package them in home-compostable cardboard packaging. I'm pretty chuffed with that. It only took about 10 years of total R&D to get the idea to market 😮‍💨

What to know more about the science?

1993

Kia ora, I'm Brianne

Ever since I was a little kid I've wanted to 'save the world' (whatever that means). I have always loved animals and been awestruck by how incredible our planet is. That led to a love of science and it was halfway through my Bachelor degree in biochem that I realised a life spent in a science lab wasn't for me. So I started a business. Immediately fell in love with the creativity, the strategy and the days of crippling stress. It's always been obvious to me that if we want to change the world, we've got to change business.

2012

F*ck plastic

One of the things we do as a society that is really kind of stupid is freight really heavy water around the world. I don't mean just literal bottles of water, I mean things like shampoo and conditioner, which can be up to 98% water. And then we use that product, in the shower, where water is literally on tap. What?! That is what prompted me to start my first proper business, Ethique, in my kitchen in Aotearoa New Zealand. Bottles were heavy, wasteful and illogical, so instead I made things like shampoo and conditioner into bars. And it worked. By the time I stepped down in 2023, we’d saved over 30 million bottles. And proved that business can be good for people and the planet, not just shareholders.

2020

The drinks industry is soda pressing.

The beauty industry is anything but beautiful, but the drinks industry... well that's much worse. On average soft drinks alone produce 500 billion plastic bottles every year. Add bottled water (which statistically sells more in places where the tap water is safe and delicious) and it exceeds a trillion. 45% of litter on the average city street is made up of single-use drinks bottles. And no, glass isn't any better, (it's actually worse), and no statistically it won't be recycled. But it essentially comes back to the same theory right? We mix a lot of water into a little bit of something else, wrap it in a strong barrier like plastic or glass, then ship it around the world. Where it is usually consumed in a room... where water is on tap. And from that came Incrediballs.

2023

It's been a bit bumpy

Technically Incrediballs kicked off in 2023, with the development of the clever green chemistry that makes our balls stable. (More on that in our blog if you're interested.) I roped some former colleagues and business partners into joining me again for another 'adventure' and together we created a beautiful brand, started working on our home-compostable packaging, testing out flavours and building the community. And for the next 3 years we were stuck in R&D hell. Everything that could go wrong did, which is funny to say and not at all to work through. There was some amazing times too though - like our Taste Test Party, where scores of people spent their Tuesday night with us testing drinks (which in retrospect were average at best). It's been a ride.

2025

And in 2025 we launched!

Just kidding! In May 2025 we were supposed to launch, but our products arrived at the warehouse on the same weekend that Auckland had a '1-in-100-year' rain event and they were left on the apron for two days. A lot of the packaging didn't survive that (as you'd expect) and two days out from our planned launch we had to pull it. Fun times. Thankfully, our Ballers (that's you lot) cheered us on. After a few days, we got off the floor and started working on making sure that never happened again. And finally, in February 2026 the balls have officially dropped. And now I guess we'll see how it goes.