Is the humble act of drinking water being unnecessarily complicated and commercialised? A new poster on the London Underground boldly claims to offer "the best thing to happen to water since rain," promoting a brand called Air Up. This signals the latest entry into the booming market for hydration accessories, a sector previously dominated by viral sensations like the Stanley Cup.
From Stanley Cups to Scented Pods: The Evolution of Hydration as Status Symbol
The Stanley Cup rose to fame after surviving a car fire in 2023, becoming a must-have, pricey accessory that symbolised a chic commitment to wellness. Air Up, however, is not merely another imitator. The brand has pioneered what it calls "the world’s first refillable Scentaste™ drinking system." The concept uses scented pods attached to a special bottle to trick the brain into perceiving flavour in plain water through retronasal olfaction, all while keeping the drink at zero calories.
Initially marketed to encourage children to drink more water instead of sugary drinks, Air Up has now squarely set its sights on Gen Z. Its language has shifted to talk of "wellness upgrades" and making "hydration into a sensory habit." New advert campaigns feature phrases like "Plain water’s shaking in its little boots," and flavour packs now include a Wellness Variety Pack with options like Cucumber Mint and a Mocktails pack featuring "Virgin" versions of popular cocktails.
The Hefty Price Tag of Perceived Flavour
The central issue for many consumers will be the cost. Air Up positions itself as a potential successor to the Stanley Cup, not just in trendiness but in price. The bottles range from £29.99 for a 600ml plastic version to £54.99 for an 850ml steel one. The scent pods, essential for the experience, cost £6.99 for a pack of three.
Each pod lasts for up to five litres of water. For someone drinking the recommended two litres daily, a single flavour pack would last just over a week. This means an annual cost for the pods alone could reach approximately £340. During a persistent cost-of-living crisis, budgeting such a sum for flavoured tap water strikes many as an absurd luxury.
Cheaper, Simpler Alternatives Exist
The entire concept has drawn comparisons to the fable of the Emperor's New Clothes. Critics argue that if the goal is to make water less bland without adding calories, far simpler methods exist. Adding slices of citrus fruit, mint leaves, or a herbal teabag is significantly cheaper and achieves a similar, if not more authentic, result.
Even traditional sugar-free squash, like Robinson's, offers a stronger flavour for a fraction of the price. A 1.75-litre bottle of double-strength sugar-free squash costs around £3.75 and makes 17.5 litres, working out at roughly 21p per litre. In contrast, the Air Up system, accounting for pod costs, comes to about 46p per litre.
Ultimately, the irritation sparked by trends like Air Up stems from a broader cultural shift. Basic, essential human experiences are being systematically repackaged and upsold as premium lifestyle choices. While the brand claims to be "the easiest way to drink water," the simplest method remains filling a glass from the tap. As the latest hydration trend fills London's ad spaces and inboxes, one question remains: does anyone truly need a monthly subscription to enjoy a glass of water?
