Research from NHS Digital has recently revealed that almost one in seven children commence primary school with obesity. A study carried out by the National Childhood Measurement Programme found that the prevalence of obesity soared by more than 4% between 2019-20 and 2020-21; specific to Reception and Year 6 children. Experts at the Obesity Health Alliance observed “the need for relentless drive on improving children’s health” and underlined the rise in sales of ‘junk’ food over the pandemic. New entrants to the UK’s drink market, air up, found that 14% Brits have adopted a culture of drinking diet sugary drinks with the false belief that this will help combat weight gain. This is supported by research from Boston Public Health Commission found that a child’s risk of becoming obese increases by 60% with each additional sugary beverage consumed daily.
The soft drinks market in the UK is worth £3.8 billion dominated by these sugary drinks and those labelled as ‘zero-calorie’ still filled with a variety of additives and sweeteners. In fact, YouGov have revealed that, of our top 10 soft drinks in the UK, 8 are jam packed full of sugars and additives.
In a landmark study by hydration innovators, air up, it has been found that 30% of Brits find water boring so they don’t drink it often, but have found this has redirected attentions to unhealthy alternatives with 24% drinking between 5-10 low calorie sugary drinks in a week. As well as this, 42% admit to drinking diet soft drinks in an attempt to reduce their sugar intake, but 36% agree that in the absence of sugar they are not entirely sure what is in no added sugar drinks to maintain their sweetness.
Key stats:
14% (4,519,000) started drinking diet soft drinks to lead a healthier lifestyle but found it caused more problems than it solved
42% (21,297,000) drink low to zero calorie sugary drinks in an attempt to reduce their sugar intake
36% (17,319,000) agree that in the absence of sugar, they are not entirely sure what is in no added sugar drinks to maintain their sweetness
The world first in drinks technology is here to educate the masses, quench our thirst, and cut out these chemical nasties without sacrificing the flavours we crave, providing a healthy, cheaper alternative for the 37% of Brits struggling to find just that. The unique design and innovation utilises retronasal smell to provide a better, more interesting way to get our favourite flavours while drinking 100% pure water and educating Brits on the copious amounts of sugar they consume in their current favourite soft drinks.
