Closer Look: Air Up Promises “Scent-Flavored” Water
Spoiler: The PepsiCo-Backed ‘Retronasal Smell’ Technology Works
August 18, 2022
BD recently wrote about the U.S. launch of Air Up, the German maker of a refillable bottle that uses pods to flavor plain water by smell instead of taste. PepsiCo is an investor in the company, which describes its technology, based on a scientific concept called “retronasal smell,” this way: “The flavored air travels from your mouth up to your olfactory center, where it’s perceived as flavor.” From packaging to materials, Air Up embodies an assortment of beverage trends that resonate with Gen Z and Millennial consumers: Healthfulness, design, personalization, technology, and sustainability. To better understand the Air Up offering, BD bought and used the product, which the...