Former Ethique owner Brianne West creates the first drink in the world that’s entirely waste-free

Entrepreneur Brianne West. (Image: Supplied)

Mon, 22 Sep 2025

Entrepreneur Brianne West is on to her next business venture after stepping down as the chief executive of her business, Ethique, which was worth $100 million two years ago. West is launching Incrediballs in February. They are tiny, concentrated balls of flavours and vitamins which dissolve in liquid, and it is the first drink in the world that is entirely waste-free. “Incrediballs is my way to rid the world of plastic bottles - but this time in the drinks industry,” West said. “They’re packaged in home...

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