[6] The company subsequently expanded into the European market, including Austria, Switzerland, the Netherlands,[5] France, Belgium, Great Britain,[10] Italy, and Sweden.
This led to significant revenue losses for the company – over €10 million – as some customers opted for these cheaper imitations instead of the original product.
[19] The straw directs airflow through the scent pods as users drink, allowing the aromas to reach the olfactory receptors.
[24] Katharina Koerth wrote in Der Spiegel in April 2022 that air up is one of the most successful startup brands in Germany.
[1] In an October 2024 article, Elisabeth Gerstendorfer of Kurier quoted Klaus Dürrschmid from the Institute of Food Sciences in Vienna.
He said that air up uses only "food-grade flavours" which pose "no toxicological risk" and comply with legal standards applicable to the food and beverage industry.
[26] Max Skowronek from Business Insider wrote in November 2024 that air up had "managed to grow from a small startup to a successful company within a few years".