Olfaction in action: Air Up makes US debut
Launched in Germany in 2019 and now making its US debut, Air Up livens up water via scent-filled pods that can be added to the top of a re-usable water bottle so that as consumers inhale, their plain water will taste like mango passion fruit, or lemon and cucumber.
The concept draws upon the fact that a large component of what we experience as taste is in fact derived from smell (explaining why food doesn't taste of very much when you have a blocked nose). Each pod can flavor up to a gallon of water and available on line at us.air-up.com.
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