Air up, the scent-based hydration system, has secured its first supermarket listing in the UK.
The brand’s full range of products – including up to four bottle varieties and seven pod flavours – rolled out in 519 Sainsbury’s stores this week. Air up will support the launch with store marketing.
Since its UK launch in 2021, Air up has generated over £100m in revenue, selling to over 2.2 million customers.
Chris Hauth, CEO of Air up, said: “Expanding our European retail presence with our first UK retail launch into Sainsbury’s is a pivotal step in our European growth journey. The UK has been one of our most dynamic markets, and this partnership enables us to bring our innovative hydration solutions even closer to British consumers. We’re thrilled to work with a retailer that shares our values of sustainability, health, and innovation.”
NAM Implications:
- As always, a key issue for suppliers and their retail partners:
- Do we aim at consumer needs or wants?
- Either way, the only test for suppliers and retailers is the extent of the repeat sale.
- And retail being a classic ‘try it and see’ environment…
- …with limited space, limiting number/choice of variants.
- Means getting acceptable levels of repeats, fast!
- Simples…
