Air up expands into the USA

The Munich-based start-up brings Ashton Kutcher and Guy Oseary on board as investors.

The start-up Air up now wants to take off on the US market, as the company announced on Linkedin announced on Linkedin. To this end, the company has opened a head office in Santa Monica and has already hired 35 employees. Ashton Kutcher and Guy Oseary are also joining as investors as part of the expansion.

"We look forward to changing the way Americans consume water - through flavored water," the company writes. 75 percent of Americans are chronically dehydrated. The start-up would now like to change this. Air up has developed a drinking system that gives water different flavors using only scent. The start-up has recently come in for some criticism due to its apparently unfulfillable sustainability promises.

Fabian Schlang, Tim Jäger, Lena Jüngst, Simon Nüesch and Jannis Koppitz founded the start-up in 2018. The company now claims to have two million customers. In addition to Germany, Air up also sells its products in France, Belgium, the Netherlands, Switzerland, the UK, Italy and Sweden. Following the launch in the USA, the company intends to focus on relocating a large part of its production to Europe.