Lena Jüngst explored product development at University in Germany and turned a bachelor thesis into a product - air up® - non-flavoured water that tastes flavoured. Lena explains how it works to convert Rory and reveals that around 80% of what we perceive as flavour is actually derived from what we’re smelling. With this relatively new drink product, while you drink plain water, you experience taste. No sugar. Just science! The brand, initially launched direct to consumers in Germany, is becoming available globally. Rory and Lena discuss the marketing strategy for the product and Lena reveals how they are slowly moving into above the line advertising. There's no rush however, because the product is doing remarkably well as a D2C brand.

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