Aroma Water, LLC

The company markets a bottled water product sold under the Aroma Water trademark, built around the idea of delivering fruit flavour sensation without putting any additives into the water itself. Each bottle is filled with what the company describes as 100 percent pure water with no additives whatsoever, and is then sealed with a patented ScentSational closure. The cap is manufactured with highly aromatic, FDA-approved fruit flavours that infuse scent into the headspace of the bottle, so that when the consumer drinks, the aroma reaches the nose and the taste buds register the sensation of fruit flavour while the water remains unflavoured. The positioning rests on the claim that roughly ninety percent of the sense of taste derives from the sense of smell, which is used to explain how the aroma cap produces perceived flavour without formulation changes to the liquid. The company draws an explicit contrast with conventional flavoured waters, arguing that those products contain many of the same ingredients as diet soft drinks. Its own product is presented as free of contaminants and is specified as containing no sweeteners, no calories, no sodium, no carbohydrates and no additives, and is pitched at both children and adults. Secondary benefit claims focus on hydration compliance and diet support: the product is presented as an aid to drinking the eight eight-ounce glasses of water a day that most diet plans call for, as a help in suppressing food cravings and assisting weight loss, and as an aromatherapy tool for managing stress and lifting mood. The company states that a portion of the proceeds from every sale is donated to charities working on childhood obesity and related illnesses. On the supply side, the product is bottled by a nationwide network of local and regional water bottlers rather than at a single company-owned plant, and the company actively solicits additional bottling and distribution partners, inviting interested water companies, distributors and retailers to enquire about local bottling and distribution opportunities. At the time of capture the website itself was described as under construction, with only an overview of the product available and a general enquiry address for questions.