Far be it from us to tell the drinks experts at Lucozade Ribena Suntory what to do, but Jesus, this sounds like the worst thing to hit the drinks market since peach flavour Coke.
The new idea is that pockets of Lucozade Sport have been sealed into blister packs constructed from edible seaweed, so if you're a runner or someone doing some other kind of extreme physical activity like having sex for more than three minutes, you can pop one of these straight into your mouth without being distracted or inconvenienced by unwrapping or opening it. You then grimly and slowly chew, until the fluid inside the pod comes out, and you get a fresh hit of glucose liquid. Then you chew up the seaweed shell and maybe even swallow it. We imagine most people will spit it out while saying "Oh god no Jesus what the yuck" though.
Lucozade is testing the seaweed extreme hydration pods it calls Oohos at the Richmond Marathon and a Sussex Tough Mudder in September. Pierre Paslier from packaging firm Skipping Rocks Lab that's helping make the cases said: "...we are pioneering the use of natural seaweed extracts to create packaging with low environmental impact. We’re thrilled to be working with Lucozade Ribena Suntory to trial the use of our edible containers for sports events." [Packaging News]