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