It looks very funky, as it is a highly flexible type of plastic with shape memory, which makes the bottle bounce back into shape after being gripped or otherwise compressed.
A regular plastic half-litre water bottle weighs 13 – 16 grams. Sidel's NoBottle only weighs 9.9 grams. According to Sidel, "Water is the largest beverage market by volume with 160 billion litres consumed in 2006". It also represents the highest growth sector and is expected to expand by 5.7 percent annually between now and 2010." On that scale, waste reduction of 20-30% adds up.
While calling a plastic water bottle eco-friendly smacks of greenwashing, Sidel's NoBottle is definitely eco-friendlier. The potential waste reduction is significant and offering a lighter bottle — and its story — could boost sales for beverage makers marketing to green-aware consumers. NoBottle will be officially introduced at K 2007, an international trade fair in October.