Fruit-flavored cup makes water exciting
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Fruit-flavored cup makes water exciting

Is water just too bland a drink for you or your kids?

A new Israeli product promises to make water more palatable without adding flavor, calories, or sugar substitutes to your drink.

Instead, it changes the container.

The Right Cup is a plastic drinking cup infused with FDA-approved aromatic fruit flavors to trick your senses into thinking plain water has a fruity taste.

Six years of research and patented technology went into the BPA-free, recyclable cup.

Isaac Lavy had good reasons to drink only plain water: doctor’s orders, following a diabetes diagnosis when he was 30. But he hated the taste, and thus began a long process of research, trial, and error that led to the first prototype of the Right Cup. Lavy is co-founder and CEO of the company.

“Isaac has been lecturing about scent marketing for a long time, so naturally this is what entered his mind after being told he had to drink only water,” co-founder and creative director Erez Rubinstein said.

“Over the years, he told many people about his idea, and they all said it was impossible.”

As we all know, Israelis read “impossible” as “I’m possible.” Skepticism only serves to strengthen their resolve to turn their out-of-the-box idea into reality.

The company has already raised 242 percent of its $50,000 goal from about 2,000 backers on the crowdfunding site Indiegogo, and the campaign is not over yet.

Expected to hit the market next April after starting production in Israel, the Right Cup will cost about $35 and will be available in orange, mixed berry, lemon-lime, and apple varieties to start. The three-part cup releases aromas for at least six months if it is hand-washed.

A blogger calling herself Awesome Jelly reports that the company sent her test straws made of the same material as the cup, infused with lemon scent and flavor.

“When I took my first sip of water from the Right Cup straw I was blown away,” she said. “The material is a smooth, hard plastic type material that smelled exactly like lemon. I honestly have no clue if the material tasted like lemon or if my brain perceived it that way, but is most certainly tasted like I was drinking a fresh glass of lemon water.

“I then gave the test straw to my 8-year-old daughter and asked her to simply try the water. Her immediate reaction was amazement and awe. She said that the lemon water tasted ‘soooooo good’! When I told her that it was the straw that caused the water to taste like lemon she was quite amazed and immediately asked if I had other flavors.”

Rubinstein affirms that other flavors are planned. He says the Right Cup has no competition. Of course you can buy flavored water, but that always includes some type of natural or artificial sweetener. “People perceive flavored water as much healthier than it is,” he said.

Israel21c.org

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