When Channel 7 News recently featured KURE Oxygen Water, it was an exciting moment. The segment highlighted how a Premier League club is exploring KURE as part of their performance and recovery routines. For us, it was encouraging to see mainstream media showing how functional water innovation is now reaching elite athletes and the wider public.
Not every outlet viewed it the same way. Shortly after, ABC’s Media Watch aired a critical take on oxygenated water....and on us. They questioned the size of our pilot studies, pointed to funding, and even mocked some demonstrations.
Criticism is part of any new idea, and we welcome the chance to address it. That’s why we created our own video reply to explain the science clearly, respond directly to the points raised, and show why KURE Oxygen Water is worth paying attention to.
What We Set Straight
In our response, we explained:
- Pilot studies are small by design — they open the door to larger-scale research.
Breathing oxygen is not the same as drinking dissolved oxygen — the pathways in the body are different. - Our pilot work showed measurable results: reduced lactate build-up, lower blood pressure, and improved skin oxygen after just one bottle of KURE.
Like all innovators, we fund our research — progress doesn’t fund itself. - And most importantly - all water naturally contains dissolved oxygen, and when consumed this oxygen enters the body in ways science already accepts. KURE’s patented process simply allows more oxygen to be stably infused into water. The pathway is the same, the difference is in how much oxygen is available. This is what Media Watch overlooked. It is easier to ridicule than to listen to the people who have spent years developing the technology.
Moving Forward
Channel 7 highlighted the opportunity. Media Watch raised doubts. We’ve responded with facts. That’s how real progress happens: ideas are tested, questioned, and refined.
For us, this isn’t about hype - it’s about building evidence, supporting athletes and everyday people, and creating a functional water that genuinely makes a difference.
As our co-founder Frank explains:
"We believe oxygen is the world’s smartest supplement. Every cell depends on it. We’ve simply found a way to harness more of it in water - in a safe, natural, and beneficial form. We’ve never claimed to have all the answers - what we have is patented technology, promising research, and real-world feedback. That’s why we continue to invest in further studies and why we believe KURE Oxygen Water has a role in the future of performance and wellness. We’ve made it portable and affordable because everyone deserves access to smarter hydration. And we’re committed to doing it responsibly as every bottle is made with 100% Prevented Ocean Plastic because what’s great for people should also mean be great for the planet."
We’ll let you watch all three perspectives and decide for yourself.
