Air Up was founded in Founded in 2018 (or 2019) by five cofounders: Lena Jüngst,Tim Jäger and Fabian Schlang along with Simon Nüesch and Jannis Koppitz. The idea originated from their final thesis at the University of Munich,aiming to create a healthier alternative to sugary drinks by leveraging the sense of smell. The brand is known for its The primary differentiator is the use of scent (retronasal olfaction) to flavor water and resulting in a product with zero sugar alongside zero calories and zero additives. The brand is positioned on health along with sustainability and simplicity together with offering a unique and purely aromabased hydration experience. Their signature products include The core product is the air up® drinking system, which includes a reusable water bottle and replaceable scent pods. Key bottle models are the Classic bottle and the newer Click bottle (Generation 2). Signature flavors include Wild Berry, Cherry Kola,Peach Iced Tea and Honeydew Melon along with Guava and Pink Grapefruit.
Air Up offers a wide range of products, including The core product is the air up® drinking system, which includes a reusable water bottle and replaceable scent pods. Key bottle models are the Classic bottle and the newer Click bottle (Generation 2). Signature flavors include Wild Berry, Cherry Kola,Peach Iced Tea and Honeydew Melon along with Guava and Pink Grapefruit. The brand is particularly known for its The primary differentiator is the use of scent (retronasal olfaction) to flavor water and resulting in a product with zero sugar alongside zero calories and zero additives. The brand is positioned on health along with sustainability and simplicity together with offering a unique and purely aromabased hydration experience. and has recently launched The NextGeneration Water Bottle (Generation 2 / Click bottle) was launched in May 2024, featuring upgraded features like a leakfree, dishwashersafe design and the use of Tritan Renew. The brand also underwent a major rebrand in June 2024 and introduced new flavor packs like “Fun Faves” and “Flavor Fiesta.”.
Air Up is at the forefront of innovation with technologies like The unique technology is Retronasal Olfaction, where the flavor is perceived through scent as air bubbles carry the aroma from the scent pod to the back of the throat. The brand uses the proprietary term Scentaste™ to describe its natural, scentbased flavors. The Generation 2 bottle uses Tritan Renew material. These innovations have led to numerous awards,including Winner of the Red Dot Award (for unique design) and the iF Design Award (for the new and improved product) along with the Game Changer Award 2024 (in the “Rising Star” category) and Startup of the Year at the German Brand Awards 2024.
Effective Air Up shopping requires detailed knowledge of their price positioning,which is The brand is positioned as a premium product. Starter sets (bottle + pods) are priced around $44.99 (e.g. and Click Starter Set). Pod packs (3pack) range from $7.99 to $14.99. The target market includes healthconscious young adults (1830+) along with families with children and busy professionals seeking sugarfree hydration. Look out for collaborations like Attracted investment from PepsiCo. Notable influencer/celebrity mentions include Kim Kardashian and JoJo Siwa along with Ashton Kutcher and Alix Earle. Specific collaborations include one with YouTuber LazarLazar/LazarBeam. for unique items.
Throughout its journey, Air Up has consistently upheld values of quality and innovation. The brand has a strong commitment to sustainability, with initiatives like Sustainability is a core focus, with the brand positioning itself as a sustainable alternative to singleuse plastic bottles and preflavored drinks. The Generation 2 bottle is made with Tritan Renew, a material containing 50% certified recycled content achieved through Eastman’s molecular recycling technology.
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