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The latest innovation insight from Gama Compass
MANCHESTER – 6th June 2019: The burgeoning demand for ‘clean’ and ‘unadulterated’ products finds a new expression in this month’s Innovation Insight. Under the microscope is a bottled water that takes a potentially revolutionary approach to product ‘flavour’ with a unique aroma-based concept – Szent Water.
New to the market in California (and across the US via e-commerce), Szent Water is aiming to turn the world of bottled water on its head by promising the experience of a flavoured water in an unflavoured drink. Drawing on the power of smell alone, the unusual concept sees a proprietary “scent ring” added to the neck of the bottle, “fooling the brain” into thinking the product itself is flavoured. The “scent ring” is described as being “infused with all natural, food-grade oils”, allowing the consumer the experience of a flavoured water without the “unwanted baggage” of added flavourings and sweeteners. The Szent Water flavour lineup currently comprises Passionfruit, Tangerine, Tropical, Pineapple and Mint, while water quality is said to be guaranteed through a reverse osmosis purification process.
While the power of sensory benefits – from spicy heat to cooling effects, textural complexity and carbonation – has long been exploited in the drinks space, Szent Water is the first to effectively draw on aroma as a key element in the overall sensory experience. The makers of Szent Water claim that the sense of smell is responsible for up to 80% of flavour perception, and thus make a powerful argument for aroma technology to enhance as well as replace conventional product flavours.
With the soft drinks market undergoing rapid change, Szent Water offers one vision of the future for flavoured water brands. From ‘infused’ fruit and herbs to the power of aroma technology, the way soft drinks are flavoured looks set for further disruption, especially if consumers continue to seek out more ‘natural’ and ‘authentic’ flavourings in the bottled water category.
Image source: Szent Water
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Notes to editors
Tom Warden, Gama editorial director, is available for comment. To arrange an interview please contact +44 161 818 8700 or info@gamaconsumer.com.
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