Retire your fancy re-useable water bottle and get on this, instead: servings of H20 where you eat the container.
Seriously. Ooho! is edible packaging, created from seaweed. Encasing spheres of water, it's a whole other way of making sure you stay hydrated.
Created by clever people at London-based start up Skipping Rocks Lab, the idea has the potential to stretch far beyond the clear stuff and into cosmetics and alcohol markets.
Part of the Climate KIC start-up acceleration program from the European Institute of Innovation & Technology (EIT), the fledgling company looks set to radically overhaul the packaging game.
And, having smashed their crowdfunding targets, raising over $1M from 1,000 investors, they're on their way to getting some serious change made.