Bottled Water You Taste Through Your Nose
By Lorrie Baumann
SZENT is a new brand of bottled water with a twist ― a scent ring affixed to the neck of the bottle that’s infused with natural oils carry the aroma of natural flavoring to the drinker’s nose. What’s actually inside the bottle is just water purified by reverse osmosis ― all the flavor is in the scent ring. “What you’re ingesting is the water,” said Maddie Grandbois, SZENT’s Chief Creative Officer and one of the three company co-Founders. “Your brain believes that you’re getting a hit of flavor, but you’re not ingesting any flavor, any artificial ingredients. We’re not adding anything to our water.”
The company was launched in October of 2018 after four years’ worth of research and development looking into ways that they might be able to disrupt the beverage category. “It took a group of people outside that industry to shake it up. We were able to think about the beverage category in a different way,” Grandbois said. “We were looking for a product that had flavor, but we didn’t want to compromise.”
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SZENT launched its product on Amazon in October, 2018 with still water in the bottles and scent rings with five flavors around their necks: Passionfruit, Tangerine, Tropical, Pineapple and Mint. The products are just starting to roll out in Southern California grocers, with a national roll-out forthcoming.
SZENT is currently offering the still water varieties in 20-ounce single-serve bottles packaged in a case of 12 that retails for $24. Single bottles retail at $2.25 apiece. “It’s been really fun. It’s a blessing and a curse to be first to market,” Grandbois said. “It’s really exciting, but you have to carry the weight of consumer education.”