PepsiCo-backed Air Up taps into the science of smell to fool your brain into thinking you’re tasting cucumber-infused water

  • 28.06.2022
  • Fast Company

Between 75% and 95% of what we taste comes from our sense of smell. That’s why food can taste bland when you have a stuffy nose, or why you can’t recognize the exact flavor of a jelly bean if you pop it in your mouth while pinching your nose. Armed with this knowledge, hydration company Air Up has designed a unique water bottle that uses gently scented pods to fool you into thinking you’re drinking flavored water.