Air Up is the world’s first drinking bottle that flavors water only by scent with the help of retronasal smelling, according to its co-founder Lena Jüngst...She explains how the concept is good for consumer health and is a “more sustainable alternative” to flavored and sweetened beverages. Jüngst also shares the science behind how taste is transported through air. Essentially, consumers are “tricking the brain” by using the Air Up bottle.

The drinking system adds taste to water without using any additives. 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.

— Read more in Powered by scent: Air Up water bottle tricks the senses for healthy flavor kick at Food Ingredients 1st. (And yes, I mentioned these water bottles back in January.) See the UK shopping site here (and you can also find Air Up in Germany, Austria, Swiss, France, Belgium and the Netherlands). The brand plans to expand to more countries, possibly including the US, next year.