Refillable water bottle brand Air Up is to make its UK supermarket debut in Sainsbury’s.
The German brand claims to be able to ape the taste of flavoured water through scent alone.
Users inhale scent through specially designed pods as they sip, allowing their brains to “perceive a flavoured drink experience with plain water” via the process of retronasal olfaction, according to the brand.
Air Up’s full range – including two bottle varieties (Gen2 and Sipper) and seven pod flavours –has rolled into 519 Sainsbury’s stores as of today (16 February). The Sipper model carries an rsp of £24.99, while Gen2 will cost £29.99. Pods start at £4.99 per three pack.
The UK had become an important market for Air Up, with the product resonating strongly with British consumers “keen on both innovative and environmentally conscious solutions”, the brand said.
Since the UK launch in 2021, Air Up had generated £100m in revenue from the market, supplying more than two million customers in the country, it said.
“Expanding our European retail presence with our first UK retail launch into Sainsbury’s is a pivotal step in our European growth journey,” said Air Up CEO Chris Hauth. “The UK has been one of our most dynamic markets, and this partnership enables us to bring our innovative hydration solutions even closer to British consumers.”
Founded in 2019, Air Up has grown from Munich-based startup to a company with operations in 14 countries and employing 250 employees globally.
It has raised more than €50m (£50m) from investors including soft drinks giant Pepsi and actor Ashton Kutcher to support its growth ambitions.
The brand has found popularity among younger consumers on social media, and has more than half a million followers on TikTok.
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