The Digital Executive – Ep 1226: Chris Hauth – Flavored Water Through Scent Alone Using Science

Date: April 3, 2026
Host: Brian, Coruzant Technologies
Guest: Chris Hauth, CEO of AirUp

Episode Overview

This episode features Chris Hauth, CEO of AirUp, a German consumer brand pioneering a refillable drinking system that flavors water using scent alone—no sugar or additives. The conversation focuses on the founding story of AirUp, scaling a hardware startup during rapid growth (and the pandemic), the challenges of international expansion, the science behind “scent taste,” and the evolution of health-focused consumer products.

Key Discussion Points & Insights

1. Scaling a Startup: Key Moments and Leadership Lessons

• Founders’ Vision and Leadership Transition
  Chris discusses joining AirUp as a non-founding CEO—a rare move in startups, highlighting the founders’ “company over ego” philosophy.

  • “It's a very rare moment in startups that founders have the humility and also the foresight to take a step back from their own baby and bring somebody else on to lead it.” (Chris Hauth, 03:30)
  • This mindset helped foster a low-ego, high-collaboration corporate culture.

• Surpassing Growth Projections
  The initial 5-year projection was €30–40M in revenue; they reached nearly €150M.

  • “Fact is, five years later we are at nearly 150 million, so quite surpassed that very early set on goal.” (Chris Hauth, 04:00)

• Navigating Hypergrowth in a Pandemic
  Launching just before COVID-19 forced AirUp into a remote, digital-first mode.

  • “You actually don't need to be in an office… that it actually works, building a company without doing that. Most decisive learning probably ever in my personal history.” (Chris Hauth, 05:10)

• Market Realities Post-Pandemic
  The predicted “forever shift” toward direct-to-consumer (D2C) didn’t materialize—offline sales rebounded sharply.

  • “All the predictions … made during Corona that it would change the world forever, just did not come true. … We had to evolve in light years speed. … Don't believe predictions.” (Chris Hauth, 05:59)

2. The Science & Inspiration Behind the Scentaste System

• Academic Roots and Innovation
  AirUp’s idea began as a bachelor’s thesis titled “Neuroscience meets product design,” exploring retronasal scent perception.

  • “By accident, Lena stumbled over … an article over retronasal scent perception. … Perceiving scent through the back of your mouth, reaching the retronasal cavities.” (Chris Hauth, 08:01)

• Solving a Global Health Issue
  Co-founders identified excess sugar in beverages (more than food) as a root cause of cardiovascular diseases.

  • “Sugar contained in any liquid form when drinking is one of the main problems that causes cardiovascular diseases, which is the main cause why humans actually die.” (Chris Hauth, 08:54)

• The Technology: Decoupling Taste from Sugar

  • AirUp encapsulates natural aromas in air bubbles, which release at the back of the mouth and are perceived by the brain as flavor, even though only water is consumed.
  • “Your brain thinks you are tasting orange chocolate, which I'm drinking right now. And in reality, your body just ingests water.” (Chris Hauth, 10:04)

3. International Expansion: Challenges & Lessons

• Unexpected Pan-European Demand
  Unlike most European startups, AirUp’s product performed well across multiple markets, not just its home country of Germany.

• Complexity of the European Market
  European expansion is fundamentally different than scaling in the U.S. due to language, culture, and purchasing behaviors.

  • “You have a consolidated 360 million English speaking … market [in the U.S.]. If we are talking about Europe, we are talking about 12 markets, … 12 cultures, 12 languages. And that is the biggest challenge for any European company scaling in Europe...” (Chris Hauth, 12:08)
  • “That inherent complexity of basically crossing a border into a completely different civilization. … It's like entering a new universe every single time.” (Chris Hauth, 13:07)

• Necessity of Pragmatic Communication

  • Companies must accept being “average” in communications across many small, diverse markets due to resource constraints.

4. The Future of Health & Experiential Consumer Products

• Consumer Skepticism & Demand for Transparency
  Chris sees a permanent shift to function, science, and authenticity in food innovation.

  • “People are no longer believing any BS that they hear and that they see. They are much more critical, they are much more reflective on what they actually ingest and want to ingest.” (Chris Hauth, 14:53)

• Accessibility through Innovation

  • AirUp aims to transition from premium bottles and pods (~$40–50 per bottle; $6–12 per pod) to a much more affordable, mass-market product.
  • Teaser: By 2027, AirUp will launch a ready-to-drink can for $1.80–$2, making the scentaste technology widely accessible.
  • “We have managed to super shrink our product into ready to drink can … for the price of $1.80 or $2 easily and thus finally makes scent taste and the scent taste technology available to the masses.” (Chris Hauth, 15:53)
  • “The future will be very much different. We will make health accessible to the mass market. And I think that is the trend in the market per se. The mass market is getting healthier.” (Chris Hauth, 16:28)

Memorable Quotes

• “Company over ego. We have super low ego company.” (Chris Hauth, 03:35)
• “Don't believe predictions.” (Chris Hauth, 06:05)
• “Sugar contained in any liquid form when drinking is one of the main problems that causes cardiovascular diseases.” (Chris Hauth, 08:54)
• “It's like entering a new universe every single time.” (Chris Hauth, 13:29)
• “We will make health accessible to the mass market.” (Chris Hauth, 16:28)

Timestamps for Key Segments

• [03:27] Key moments shaping Chris as CEO, emphasis on founder humility and hypergrowth during remote work
• [07:49] Origin and science behind AirUp’s scent taste technology, public health motives
• [11:22] Scaling internationally: differences between US and Europe, cultural and communication barriers
• [14:48] The future: Functional food trends, consumer skepticism, and AirUp’s mass-market vision

Tone

Chris is candid, analytical, and purpose-driven. He focuses on real-world impact, operational transparency, and deeply values humility and innovation.

For Listeners

This episode is highly recommended for entrepreneurs, innovators, and anyone interested in the intersection of health, sensory science, and global product innovation. You’ll gain actionable insight into building and scaling a hardware startup with authenticity—plus a preview of how tech can genuinely improve global health outcomes.