In what appears to be a strategic move towards market expansion, Sodastream announced they have acquired Italy’s based CEM Industries. CEM Industries has a 30 Year history within the industrial refrigeration and beverage dispensing industry, which could offer Sodastream a competitive advantage in both the in-home and out-of-home beverage market. Here is a snippet of what was released to the public:
“Based in Italy, CEM is a leading international designer and manufacturer of products for the beverage industry, with proprietary technologies that are utilized across a broad product portfolio for personal and commercial-grade use, including single-serve dispensing. Among their products are water carbonation, cooling and dispensing systems and related accessories. Their micro-filtering system removes excess chlorine and other impurities from tap water, and improves the water’s organoleptic features such as smell, taste, clarity and purity.
“CEM has been at the forefront of technological advancement in water dispensing for several years,” stated Daniel Birnbaum, Chief Executive Officer of SodaStream. “Their carbonation expertise and products are a perfect complement to our current capabilities. This acquisition will help provide new products and features for our core business of home carbonation, and will accelerate our future penetration into new channels such as offices, restaurants, and hospitality as we expand our out-of-home strategy. We look forward to combining our brand momentum and distribution platform in 41 markets with CEM’s product portfolio and technologies to create exciting new growth opportunities.”
About SodaStream
SodaStream manufactures home beverage carbonation systems, which enable consumers to easily transform ordinary tap water instantly into carbonated soft drinks and sparkling water. Soda makers offer a highly differentiated and innovative solution to consumers of bottled and canned carbonated soft drinks and sparkling water. Our products are environmentally friendly, cost effective, promote health and wellness, and are customizable and fun to use. In addition, our products offer convenience by eliminating the need to carry bottles home from the supermarket, to store bottles at home or to regularly dispose of empty bottles. Our products are available at more than 40,000 retail stores in 41 countries around the world…”
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One could speculate on where Sodastream hopes this acquisition will take them but it could lead in some very promising directions. This could be a stepping-stone for Sodastream to enter into the commercial beverage market but it could also lead to some enhanced technology being incorporated into the Sodastream Home Soda Maker Models.
There are a couple of items that stuck me as I was reviewing the announcement along with CEM’s official website. First was the wide range of their beverage dispensing products with some having a very unique and trendy design. Most notable, however, is likely the micro-filtering technology that CEM brings to the table. Many Sodastream customers have wished for a built in water filtration system in the Sodastream Home Soda Maker models. While it is uncertain how this could be incorporated into the existing design of the Sodastream models, it makes for an interesting enhancement option and perhaps foretells of some future high-end Sodastream Home Soda Makers. Of course, this is only speculation on my part but it will be interesting to see what the future holds for Sodastream with this newly acquired asset.
You can learn more about the Sodastream Home Soda Maker by visiting my Sodastream Review page.
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