In this episode of The Sauce, Vicky and Tash sit back down with Brianne West (founder of Incrediballs and Ethique) to unpack what it really takes to launch a world-first, waste-free drinks brand. From a three-year R&D journey and an aborted launch to the brutal reality of “second album” expectations, Brianne shares candid insights on flavour science, consumer education, and why sustainability alone is never enough if the drink doesn’t taste incredible. This is a deep dive into incrediballsy sustainability, innovation, and entrepreneurship in the drinks category.
Waste-free drinks need to taste great first – sustainability is the hook, but flavour is what keeps people coming back.
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