The company, Air Up, adds a scented ring around the lip of the bottle that fools users’ senses into thinking that what they’re drinking tastes great, just because it smells great. As the company puts it, “Good taste doesn\'t need sugar.”
Diet sodas, first introduced in the mid-1900s, were intended to help consumers reduce their caloric intake–but in reality, many use them as an excuse to eat a higher calorie meal. This is consistent with the theory of moral licensing, where, in the context of fast food, consumers comfortably combine a healthy food option with a less healthy, indulgent one. Air Up leans into this effect, but for the better, letting consumers’ bodies get the benefit of plain water and their brains get the benefit of the sweet flavor.
This isn’t the first time a company has played these games. The interplay between smell and taste has long been known to businesses who have gone so far as to pump artificial smells into their restaurants in an attempt to make their food taste better.","head":"Flavored Water That Isn\'t Really Flavored","body_links":"A new water bottle startup is making more than $100M per year selling flavored water that isn’t actually flavored at all.
The company, Air Up, adds a scented ring around the lip of the bottle that fools users’ senses into thinking that what they’re drinking tastes great, just because it smells great. As the company puts it, “Good taste doesn\'t need sugar.”
Diet sodas, first introduced in the mid-1900s, were intended to help consumers reduce their caloric intake–but in reality, many use them as an excuse to eat a higher calorie meal. This is consistent with the theory of moral licensing, where, in the context of fast food, consumers comfortably combine a healthy food option with a less healthy, indulgent one. Air Up leans into this effect, but for the better, letting consumers’ bodies get the benefit of plain water and their brains get the benefit of the sweet flavor.
This isn’t the first time a company has played these games. The interplay between smell and taste has long been known to businesses who have gone so far as to pump artificial smells into their restaurants in an attempt to make their food taste better.","replaced_keywords":{}},{"body":"Producing a shelf-stable version of an existing beverage is a good way to grow the market. Similar to how battery-powered devices are particularly popular in places with intermittent electricity, canned goods can become popular in places with initially unreliable or unavailable infrastructure.
In fact, milk has already undergone this evolution. While Americans are used to buying refrigerated milk, much of the rest of the world buys unrefrigerated boxed milk that has a 6-9 month shelf life. It’s called UHT milk and is made by momentarily heating milk to a high temperature to sterilize it. The UHT process has helped milk penetrate into new markets and, today, milk’s adoption in China, for example, is growing at a higher rate than ever before.
The benefits of shelf stability are now coming to boba tea in the form of canned boba; searches and online discussion of the term are at an all-time high.
Being shelf-stable also helps to make boba a snack. If people can consume it at any time, they\'ll keep it with them–in the car or on a hike, for example–and that reinforces the habit.
Another contributing factor to the rise of canned boba is the speed at which boba itself is becoming more popular. Boba’s popularity has outpaced retail infrastructure such that consumers in rural areas wanting boba are too far from trendy areas, forcing them to buy it online, in cans.","head":"The Rise of Canned Boba","body_links":"Producing a shelf-stable version of an existing beverage is a good way to grow the market. Similar to how battery-powered devices are particularly popular in places with intermittent electricity, canned goods can become popular in places with initially unreliable or unavailable infrastructure.
In fact, milk has already undergone this evolution. While Americans are used to buying refrigerated milk, much of the rest of the world buys unrefrigerated boxed milk that has a 6-9 month shelf life. It’s called UHT milk and is made by momentarily heating milk to a high temperature to sterilize it. The UHT process has helped milk penetrate into new markets and, today, milk’s adoption in China, for example, is growing at a higher rate than ever before.
The benefits of shelf stability are now coming to boba tea in the form of canned boba; searches and online discussion of the term are at an all-time high.
Being shelf-stable also helps to make boba a snack. If people can consume it at any time, they\'ll keep it with them–in the car or on a hike, for example–and that reinforces the habit.
Another contributing factor to the rise of canned boba is the speed at which boba itself is becoming more popular. Boba’s popularity has outpaced retail infrastructure such that consumers in rural areas wanting boba are too far from trendy areas, forcing them to buy it online, in cans.","replaced_keywords":{"Canned Boba":"canned boba"}},{"body":"","head":"","body_links":"","replaced_keywords":{}},{"body":"","head":"","body_links":"","replaced_keywords":{}},{"body":"","head":"","body_links":"","replaced_keywords":{}},{"body":"","head":"","body_links":"","replaced_keywords":{}},{"body":"","head":"","body_links":"","replaced_keywords":{}}],"meta_desc":"Discover what\'s trending in the world of drinks, from the latest juices and drink ingredients to the most popular non-alcoholic options.","cta_header":""}],"trend":{"slug":"athletic-brewing","title":"Athletic Brewing","growth":40.3,"ts_raw":[1,2,2,0,0,1,1,2,1,0,0,2,2,1,1,1,1,1,2,0,1,0,1,0,1,0,1,1,2,0,0,4,0,1,1,1,0,3,2,0,3,0,1,1,1,2,1,3,2,3,1,4,2,3,3,4,7,5,6,6,2,2,4,4,3,1,2,2,2,0,2,5,5,4,8,3,5,7,3,2,4,9,9,5,2,10,5,5,6,5,1,2,8,2,4,3,8,8,8,5,6,8,11,12,11,21,23,13,12,9,17,20,21,20,26,8,11,9,10,13,17,16,17,17,15,11,10,17,16,8,15,13,17,10,26,16,41,28,24,16,21,20,21,15,24,15,9,11,13,13,20,18,24,33,24,22,33,26,22,38,32,33,39,40,43,41,28,26,34,34,31,28,35,25,31,30,32,35,20,23,25,27,28,26,24,18,50,51,80,58,44,54,52,43,38,42,50,39,44,38,46,48,31,37,33,40,53,55,50,44,46,53,52,57,68,46,48,40,59,48,42,40,44,35,53,47,70,57,98,60,50,33,44,44,52,53,44,41,50,88,80,71,67,51,60,47,46,36,56,49,58,44,42,59,61,47,54,46,43,39],"volume":9719,"keyword":"athletic brewing","analysis":null,"ts_trend":[1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,1,2,2,2,2,2,2,2,2,2,2,2,2,2,3,3,3,3,3,3,3,3,3,3,3,3,3,3,3,4,4,4,4,4,4,4,4,4,5,5,5,5,5,5,5,5,5,5,6,6,6,6,6,6,6,7,8,7,7,8,8,8,9,9,10,10,10,10,11,11,12,12,13,13,13,13,13,14,14,14,14,14,14,14,15,15,16,16,16,16,16,17,17,18,18,18,18,18,18,18,19,19,20,20,20,21,21,21,21,22,22,22,23,23,23,24,24,24,25,26,26,26,27,28,28,29,29,29,29,29,29,30,30,30,31,30,31,32,34,35,35,36,38,38,38,39,40,41,42,43,44,45,46,46,47,47,48,49,49,49,50,50,50,50,48,48,48,47,46,47,47,46,46,45,45,45,46,46,47,48,48,48,48,48,49,50,51,51,51,53,54,55,56,57,58,58,58,58,58,60,61,61,61,61,61,61,61,61,61,61,61,60,61,61,62,61,59,60,59,59,59,60,60],"spotted_at":null,"top_brands":[],"description":"Athletic Brewing is a company that specializes in making non-alcoholic craft beer. 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