90-Cent Ice Cubes: Belgian Firm Sparks Viral TikTok Storm

A Belgian company has ignited a firestorm of controversy in the Netherlands by selling five ice cubes in a plastic cup for €0.90. The product, produced by Waregem-based 528 (Five Twenty Eight), has become the centerpiece of a viral TikTok trend — and a lightning rod for criticism over plastic waste and questionable value.

The “Ice Cups” are now available at major Dutch supermarket chains Albert Heijn and Jumbo, as well as in Belgian stores. They cater to a trend that originated in Asian countries, where consumers buy pre-packaged cups of ice, pour in a drink mix, and enjoy a chilled beverage on the go. Albert Heijn promoted the product on TikTok, calling them “Perfect voor deze temperaturen” (Perfect for these temperatures).

The Backlash

But the reception in the Netherlands has been far from enthusiastic. The criticism comes at a particularly sensitive time — the “Week Zonder Afval” (Week Without Waste) — and has been amplified by social media users questioning both the environmental and economic logic of the product.

Elisah Pals, founder of Zero Waste Nederland, did not mince words. “Freezing water in an ice cube tray is something people have been doing at home for decades,” she told AD. “Putting a disposable package, a marketing story, and a price tag around that doesn’t feel like innovation but like mental poverty.”

On LinkedIn, some users wondered whether the product was an elaborate April Fools’ joke. Others questioned the practicality: “Doesn’t this melt before you reach the checkout?” one user asked.

The Company’s Defense

528, which produces 180 million premium ice balls per year for export to more than 25 countries, defends its product on sustainability grounds. The company, profiled by Made-in.be, operates a state-of-the-art facility in Waregem, West Flanders, where all wastewater is captured, treated, and reused.

“We use green energy, and our cups are fully recyclable,” a spokesperson for 528 told HLN. “They are produced in the cleanest way possible.” The company also pointed out that bottled water and soft drinks are sold in plastic packaging too.

Albert Heijn acknowledged the backlash but defended its decision to stock the product. “We are constantly looking for new products that make our customers’ lives easier,” a spokesperson said. “We sell this product because we know customers appreciate it, particularly because it allows them to easily and quickly cool a drink on the go.” The supermarket chain said it would “take this into account in its evaluation.”

More Than Just Ice

The controversy touches on deeper questions about consumer culture, sustainability, and the power of social media trends. The product has become the most-read article on AD.nl, illustrating how viral backlash can amplify a product’s visibility — creating what some might call an “all publicity is good publicity” scenario.

But the environmental critique is harder to dismiss. Pals argued that supermarkets “can do better, and what’s more, they must, with stricter European legislation.” The EU’s Single-Use Plastics Directive and ongoing packaging waste regulations could affect products like these in the future, particularly as consumer awareness of plastic pollution continues to grow.

The Company Behind the Trend

528 (Five Twenty Eight) is no startup — it is an established player in the premium ice market. Founded around 2016 in Waregem, the company produces 180 million ice balls annually and exports to more than 25 countries, including the United States, the United Arab Emirates, and India. Its core business has traditionally been supplying high-end cocktail bars and hotels with slow-melting, crystal-clear ice balls. The Ice Cups represent a strategic pivot into the consumer retail market.

The company’s name itself is a talking point: “528” refers both to the 528 Hz “love frequency” and to the late afternoon hour of 5:28, which the company considers the ideal time for an aperitif. CEO Edouard Frederiks has emphasized that every product is “made with love” — a sentiment that critics argue is at odds with the single-use plastic packaging.

What’s Next

528’s Ice Cups represent the company’s expansion from B2B (supplying cocktail bars and hotels) into the B2C retail market. Whether the backlash will hurt or help sales remains to be seen. Albert Heijn has indicated it will evaluate the product’s future, while the viral attention has undoubtedly put 528 on the map for millions of consumers who had never heard of the Belgian ice maker before.

The debate also raises broader questions about where the line falls between clever marketing and environmental irresponsibility. In an era of heightened climate awareness, products that package what consumers can do for free at home face increasing scrutiny. Yet the fact that major retailers like Albert Heijn and Jumbo chose to stock the Ice Cups suggests there is genuine demand for convenience — even when that convenience comes at a premium.

For now, the debate continues to simmer on social media — proof that in the age of TikTok, even five ice cubes can become a cultural flashpoint.