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The idea came up during the joint bachelor thesis (subject: Neuroscience meets design) by Tim Jager and Lena Junstat the Schwäbisch Gmünd University of Design. The basis was an analysis of the major problems of our time. And obesity and diabetes are probably one of the biggest. The two had set themselves the goal of creating a product with real added value based on new neuroscientific findings that optimally can be a solution to problems and challenges in our society. In their research, they came across a paper that emphasized and explained the importance of the odor component for taste. Anyone who has ever wanted a delicious meal with a cold knows that our taste is actually smell. The backgrounds presented in the paper are as follows: Our brain distinguishes between orthonasal (via the nose) and retronasal (via the pharynx) smell. While orthonasally perceived odor is also interpreted as such by the brain, our brain perceives odor as retronasally perceived as taste and attributes this taste to the food or drink in our mouth. Precisely this physiological principle or the understanding of the circuitry in the brain finally allowed Lena and Tim to develop a technique that uses exactly this and makes it possible to add pure natural tastes to pure water only by smell. Lena and Tim received such positive feedback at competitions, from professors and fellow students that they decided very quickly to found a company that should enable further development and ultimately market entry. For this purpose, they specifically looked for co-founders who have the necessary expertise in the areas of food technology and business management. They found what they were looking for in their circle of friends with Fabian Schland and Jannis Koppitz. Simon Nuesch came on board as the "last" founder and drives sales and marketing.