PepsiCo-Backed Scented Beverage System Brand air up Launches in U.S.

PepsiCo-backed German start-up brand air up is seeking the sweet smell of success as it launches its “scent-flavored hydration system” products online in the U.S. this summer. Founded in 2019, air up produces a line of refillable water bottles and scented “flavor” pods that enhance plain water by tricking the brain into perceiving taste through smells – a concept the company refers to as “retronasal smell."

Germany's air up raises €40M+ to flavour your tap water through scent alone; here's how

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The Ashton Kutcher, PepsiCo-backed Start-up Redefining Hydration Through Scent

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The Ashton Kutcher, PepsiCo-backed Start-up Redefining Hydration Through Scent

PepsiCo launches two direct-to-consumer websites for snacks and beverages to meet demand for at-home eating