air up

air up has developed a refillable bottle that turns plain tap water into flavoured water. By transporting scent through air and using the biological effect of retronasal olfaction, the brand has created an impression of taste that is actually scent. The idea redefines drinking water in a way that enables consumers to drink flavoured drinks that are additive-free and sugar-free.

The business aims to be conscious of people’s health and the environment. Compared to the average bottled drink, air up uses far less plastic. And, the small, lightweight scent Pods mean that the logistics are carbon-efficient and kinder to the planet. It's growing fast: so far, the startup has raised a total $67.8 million over the course of 5 funding rounds.

Since its launch on the market in July 2019, the company has already reached in excess of €100M in revenue and has served more than 1 million customers across Europe. This has already led to a huge reduction in single-use plastic and a decline in sugar consumption.