Orthonasal Masquerading as Retronasal: A Critical Analysis of Air Up's Scientific Marketing Claims
Abstract
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.
Fields of Study & Subjects
Olfactory and Sensory Function Studies
Wine Industry and Tourism
Consumer Behavior in Brand Consumption and Identification
Publication details
- Journal / source
- Zenodo (CERN European Organization for Nuclear Research)
- Publication date
- 9 January 2026
- Language
- EN
- Document type
- Preprint