Scented push-pull cap

Bottled water may have just gotten a fruity boost with a new, scented push-pull cap. "The taste buds only actually taste four things–sweet, sour, bitter and salt. All other taste is the result of the sense of smell," says the co. Thats why its introduced H2WOW flavor caps–caps that incorporate aromatic qualities. The product relies on a process known as retro-nasal olfaction, which occurs when food and liquids dissolve in the mouth. 

Bottled water may have just gotten a fruity boost with a new, scented push-pull cap. "The taste buds only actually taste four things–sweet, sour, bitter and salt. All other taste is the result of the sense of smell," says the co. That's why it's introduced H2WOW flavor caps–caps that incorporate aromatic qualities. The product relies on a process known as retro-nasal olfaction, which occurs when food and liquids dissolve in the mouth. Flavor vapors travel through the back of the throat, up to the olfactory bulb. There they are translated as taste by the brain. The 28-mm caps can be scented with virtually any scent, the co. reports, giving the user the perception of drinking flavored fluids without the use of artificial flavors, sweeteners or other additives. The process has been granted a U.S. patent, and worldwide patents are pending. All materials used are FDA- and EPA-approved, and upcoming designs for cups and other closures are in the works.