Move over caviar dreams and champagne problems; there’s a new luxury flex in town – ice cubes. Yes, you heard right. Woolworths, South Africa’s high-end grocery darling, has added Drakensberg Natural Spring Water Ice to its shelves, and social media is losing its collective chill.🧊🧊
For just R29.95, you, too, can enjoy these artisanally frozen water blocks. Forget your average tray; these cubes claim to elevate your G&T game, promising “minimal dilution.” It’s the ice equivalent of a private school – preppy, expensive, and maybe unnecessary. But hey, it’s perfect for that “soft life” aesthetic. Just imagine captioning your Instagram post: “Stay hydrated, but make it bougie. #WooliesIce.”
Some called out the new development with @corbin_butler tweeting: “This is the very definition of hyperconsumerism.” Others said they weren’t getting their hopes up given their experience of the source product. As @bhubaza asked Woolworths in a tweet: “Babe, did you make your ice using the woolies still water? Because that water is terrible my love.” Burn!
But most hailed the new development, saying they wouldn’t have to stop at the garage for ice after a Woolies shop, as the retailer didn’t previously offer ice. And as South African comedian Rory Petzer noted, Woolies aisles are already so cold that the “ice won’t melt in your trolley as you shop around”. 😂
It’s not the first time Woolies has pushed the envelope of luxury essentials. This is the brand that gave us a Chuckles-inspired beauty range and hot cross buns in February. But, as always, the controversy only fuels sales. Expect these cubes to become a party essential faster than you can say, “Woolies aisle three.”
So, will you be splurging on these status-symbol ice cubes? Or sticking to the good old bag from your local BP? Either way, the internet has spoken, and this chill moment is officially hot.
