Air Up GmbH markets its scent-based hydration system using the scientific term “retronasal olfaction” as the core mechanism for flavor perception. This paper examines the neurophysiological requirements for retronasal olfaction as established in peer-reviewed literature and compares them against Air Up’s actual delivery mechanism. We find that the product’s mechanism—inhaling scented air through a straw during water consumption—constitutes orthonasal rather than retronasal olfaction, contradicting the company’s primary marketing claim.

Does this explain why the product is mostly popular with younger consumers?