Air Up is a German company that has developed a drink bottle system that flavors drinking water through scent. The company was founded in 2018 by five students and is based in Munich.

air up®

Air Up

air up® is so much more than a water bottle. As the world’s first refillable drinking system that flavors water through scent alone: it’s a hydration revolution. 

What's meant by this? Science shows that the majority of what we perceive as flavor is actually derived from scents. Our one-of-a-kind drinking system transports carefully-crafted flavors from our pods through the mouth all the way to your olfactory receptors - and that's when your brain perceives the scent as flavor. This is called “retronasal olfaction” - just drinking water, but perceiving it as a flavored beverage. Mind-blowing, we know. But it’s just science.* 

Since its launch in Europe in July 2019, air up® has grown into a company that operates in over 11 countries, has more than 300 employees, and enjoys a customer base in the millions.

Interested in following the #thinknewdrinknew journey? Check us out on Facebook and Instagram. Let’s make scents of it [together].

*Link to study regarding taste found here: https://flavourjournal.biomedcentral.com/articles/10.1186/s13411-015-0040-2#:~:text=It%20is%20frequently%20asserted%20that,from%20the%20sense%20of%20smell.

Felix Reinshagen

Oyster Bay

Ippen Media

Freigeist Capital

Christoph Miller

PepsiCo

Five Seasons Ventures

Ashton Kutcher

Mila Kunis

We're always working to do better, and we want you to hold us to that. ✊

That's why we're super happy to share a new highlight in our #airup portfolio: The new Gen 2 Bottle, made of Tritan™️ Renew. 😍

What makes the bottle special?
👉 Products made with #TritanRenew are among the first to lay the foundation of a circular economy using #revolutionary molecular #recycling #technology.

What does this new #tech accomplish?
👉 It converts single-use #plastic waste into long-lasting materials, reducing the need for fossil fuels and minimizing #greenhousegas emissions.

How can you trust it?
👉 Tritan Renew is the same tough, safe, BPA-free material you know (and already trust) - but revitalized using molecular recycling technologies to divert single-use waste from the landfill.

Why should you care?
👉 Through this unique process, Tritan Renew offers a material that includes up to 50% certified recycled content*, contributing to our ongoing #sustainability efforts. Better yet? We started to use this material also for our original bottles.

*Made from certified recycled content through a mass balance allocation process 

We're (unofficially) calling it the 'evolution of revolution.' Have a better name? Comment your thoughts.

🌟 Job of the week: Senior Creator Partnerships Manager - DE 🌟

We're all 👀 for someone who:
👉 Has a high affinity and knowledge about #creators, #brand ambassadors & content #marketing
👉 Stays up to date on the #creator #marketing industry trends
👉 Is familiar with and comfortable in working with extensive #data

You game? Apply via the link below. 🤩

This is a #QUIZ for all you folks who still doubt the power of our #NOSES. 👃👀

Our perception of the world relies on how our brain receives and processes diverse messages, and this includes our ability to detect different #scents.

With that being said, approximately how many different #odors can the human nose distinguish?

Thanks The Nobel Prize for the solid topic inspo, it's right down our alley and we couldn't let it go. 😉

We’re putting our #product claims to the test. 😶

Together with Citruslabs, we’re working on a robust clinical trial to test out the #airup #hydrationsytem and see if it’s everything we say it is.

That’s right. Not here for any bias. Only the #facts.

“Our dedication lies in creating an innovative system for our consumers that is driven and backed up by science, “says Dr. Sara Diana Garduno Diaz, Head of Life Science at air up®. “Our customers already know that our products work, but now they will also get scientific confirmation. This is why we have decided to undergo the gold standard of #research studies - a randomized-controlled, double-blinded #study to ensure #reliability for our research results.”

See for yourself (link with more info in the comments below). 👇

We're not cat people. That is, not #copycats. ❌🐱

Yup, we're back with this topic again. Counterfeiters (#copycats) aren't just a threat to our business in our home market, Germany. They're popping up in virtually all markets that we're active in.

Most recently, we've seen a surge in the Netherlands. 🇳🇱 This year alone, we've identified over 500 infringing listings on marketplaces like #AmazonNL and #Bol. 😳

While these counterfeits cost us millions of Euros in revenue (€10 million to be exact), they're often produced in unregulated environments. 🥴

And then there's the #environmentalimpact of these copycat #products. At #airup, we've been focused on #nearshoring, that is, moving production *closer to customers. Meanwhile, counterfeits are mostly made in China, leading to extensive transportation emissions for European customers.

Our appeal to the Dutchies: Help us call out the fakes and #support the real thing! ✊✊✊

Thanks Gabi Ouwerkerk, for shining a light on this topic for De Telegraaf – find the link to her article in the comments below. ⬇️

WE AGREE - #sugar and #artificialsweeteners have NO place in our daily #hydration habits.

‘Hydrating’ with sugar-sweetened #beverages. No thank you. Unwanted side effects?
😶 Increases fat production in both your liver and visceral (your abdomen). 
🫣 Significantly increases your chances of developing type 2 diabetes. 
😵💫 High-likelihood of developing an addiction to sugary drinks.   

#airup is not 'magic' but we DO make use of something pretty cool called #retronasalsmelling.

You should try it. 🤭

With a conference name like ‘#BabyGotBusiness,’ how could #airup miss it? 🕶️

And aren’t we happy we didn't. Social media expert Ann-Katrin Schmitz presented the #socialmedia and #influencer marketing #trends for 2024, bringing together #brands, #creators, and experts to delve into the latest industry updates. From our perspective, it was a resounding success. 🔥

Not only because some of our own #airuppies gained the freshest insights to now continue to work with, but because we also got to share our own #hydration systems with all the attendees through means of the Black Steel Bottle. 💦

You bet the audience was staying hydrated through the (many) learnings. What a solid partnership, thank you Baby got Business. 💫

Passing on the compliments to Isa Daur and Johanna Friederike Salzmann who made this conference so special. 🤩

One #sip is all it takes... Falling in love with us (and more importantly, #water).

When you're properly #hydrated, your mind and #body reap the #benefits, including:
🧠 Improved short-term #memory. 
🤗 Positive #mood changes. 
🌡️ Helping to regulate your internal temperature. 
🦴 Lubricated and cushioned joints. 

So... #SipSip

👉 Job of the week: Senior E-Commerce #Manager 👈

We're all 👀 for: Someone who is highly #analytical and has a practical, solution-driven attitude.

Our team will be 💪 by: Someone who can advocate for the users by using #data-driven insights to create a #webshop roadmap that all stakeholders can get behind.

You 🤩?

⬇️🔗

You know what we're about to say, don't you?

💦 #HYDRATION. 💦

Important for mothers, sons, daughters, and fathers alike.

That's it from us.

From you — tell us your favorite #pod #flavor? 🍐🍓🍍

COM:AIR-UP:DE

Air Up

locale

market

industry

website

linkedin

founding date

peer of

Metrics