On Thin Ice


I don’t even know where to begin here.

Tim and I came across this product while wandering around Whole Foods yesterday. They’re called “IceRocks.” For $4.00 you get four blister packs each containing twelve sealed compartments of water. Pop ’em in your freezer, and guess what!?! You get ice!

This is ludicrous on so many levels. I have tried to think of situations where this product would be beneficial, but none of the resulting situations (mostly dealing with widespread, emergency aid) involve a $4.00 purchase at Whole Foods.

Doesn’t everyone have the recipe for ice? If not, isn’t it easy enough to learn? If you don’t want to use tap water for ice, why not buy bottled water? Better yet, why not install a filter on your tap or use a BRITA? I’m trying to understand the rationale of buying pre-portioned water to put in your freezer. I’m also trying to understand the energy costs associated with such a product.

Here are some gems from the IceRocks website:

“Do it for yourself.” (WHY is this one of their mottos? This doesn’t even make sense.)

“Think blue, be green.” (Greenwashing anyone?)

“ICEROCKS® is sold in its unfrozen state (liquid), making it a product offering substantial savings in terms of delivery costs, in that it does not require trucks to be refrigerated for transportation.”

It’s hard to pick a favorite line from their site, but this one might be it:

“These ice cubes will be an enjoyable way for children to experience and practice healthy eating habits and pure ice.” (Yes. Think of the children.)

I expect I will be writing a letter to Whole Foods today. WF carries a lot of crap and does a bit of greenwashing itself. But this one is the ICE-ing on the cake.

This entry was posted on Sunday, January 6th, 2008 at 11:09 am and is filed under uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

2 comments

 No.1 
Nick:

This is mind-blowing. It looks so bad I’m surprised it’s not an investment scam

June 25th, 2008 at 5:06 pm
 No.2 
Trudy:

Good post.

November 11th, 2008 at 2:06 pm