Sugar can be found in many foods and drinks, and is hidden far more than ever before. Even household staples such as ketchup, white bread, yoghurts and fruit juices often harbour high levels of unexpected sugar. As such, this World Health Day 2022, it may come as no surprise that in a brand new study commissioned by hydration experts, air up, 1 in 5 Brits have confessed that sugar is the biggest vice in their life. But, when does a sweet tooth become a sugar addiction? Studies have suggested that low moods, energy slumps throughout the day, bloating and increase hunger are all signs you may be a sugar junkie.

Many Brits have also admitted turning to sugary drinks to curb their cravings. In fact, 73% believe that sugary drinks hold lower concentrations of sugar than sugary foods. However, this assumption was proved wrong by Toronto University and St. Michael’s Hospital who found that the power charged fructose in artificially sweetened drinks have the worst impact on our health in comparison to other sugary foods, increasing chances of tooth decay, type 2 diabetes, and more.

Key stats:

73% (31,002,000) wrongly believe that the sugar ingested by drinks is not as bad as the sugar you eat
22% (9,894,000) say sugar is their biggest vice in life
23% (7,562,000) of Brits believe that sugary food has a higher concentration of sugar than drinks
27% (9,907,000) of Brits say their addiction to sugary drinks has had a detrimental impact on their health (i.e. teeth decay/ weight gain/ dehydration)
12% (3,886,000) say that their sugar addiction stems from sugary drinks
14% (4,519,000) of Brits started drinking diet soft drinks to lead a healthier lifestyle but found that it has caused more problems than it solved

Sugar Economy
air up has not only taken a look at the cost sugar has on our health, but also to our bank accounts. The research has found that a quarter of the nation spend up to £25 on sugary drinks a month, 12% spend up to £50, 7% spend up to £75 and a shocking 4% spend up to £100 – which translates to over 1.5 millions Brits! This equates to a staggering £643 million spent on soft drinks every month, fuelling an unhealthy addiction.

Key stats:

25% (10,373,000) of Brits spend up to £25 on soft/ sugary drinks every month
12% (4,957,000) of Brits spend between £25 and £50 on soft/sugary drinks every month
7% (2,760,000) of Brits spend between £50 and £75 on soft/sugary drinks every month
4% (1,772,000) of Brits spend between £75 and £100 on soft/sugary drinks every month

The world first in drinks technology is here to educate the masses, quench our thirst, and cut out these chemical nasties without sacrificing the flavours we crave, providing a healthy, cheaper alternative for the 37% of Brits struggling to find just that. The unique design and innovation utilises retronasal smell to provide a better, more interesting way to get our favourite flavours while drinking 100% pure water and educating Brits on the copious amounts of sugar they consume in their current favourite soft drinks.

What is retronasal smell?
Studies have shown that up to 80% of the flavour we perceive comes from smell, not taste, which is why the smell of food is so linked to appetite and why people hold their nose when they eat or drink something unpleasant. When we eat or drink, flavour filled air rises up to our nose and takes our senses beyond the five basic tastes of sweet, sour, bitter, salty and umami.

So how does air up work?
air up harnesses this clever bit of science by infusing flavoured air into every sip of water from the bottle. One of 14 different flavours will be added in bubbles every time you drink and it is this that will give your 100% pure water its flavour. Each pod contains natural flavourings and scents that infuse with ambient air to be added to the pure water, these flavours range from Lime and Orange-Passionfruit to Cola and Iced Coffee with ten others in between.

Where can I buy one?
Air up’s reusable water bottles and fully recyclable flavour pods are available from their website. The Starter Set, including one bottle and two scent pods, is priced at £29.95 to £34.95 depending on the colour of the bottle. Each additional pack of three pods (flavouring a minimum of 15 litres of water) starts from £5.95, depending on the flavour.

Lena Jüngst, co-founder of air up, comments:
“air up is a new and fascinating way to taste. What I love most about our product, as a designer, is that it shows that a more healthy and sustainable lifestyle can still be fun and appealing. For me that is a very promising sign for our future, and something that we have worked hard to achieve.

Personally, I am really excited to make the step into the UK with air up, I have relatives here and have always seen it as one of the most welcoming places in Europe to innovation. We have had a great reception from our customers so far and I can’t wait to see our water bottles being used in the UK!”

Industry Context
The UK soft drinks market is worth over £18 billion and is dominated by sugar filled fizzy drinks and “diet” versions using artificial flavours and sweeteners. Up until now there has been no credible alternative for those looking for a more interesting way to drink water. This is what air up is aiming to change; their water bottles work through retronasal smell to give a great tasting drink without any additives or changes to your water.