As webmaster and creator of MySodastreamReview .com, I get to talk with a lot of people about their Sodastream experience and hear a great deal of feedback on the product from people around the world. One of the most common questions I am asked is “Why doesn’t Sodastream offer any brand name flavors for their product?” While I can only speculate that this has to do with licensing agreements and a perceived threat to the major brands, I really can’t answer this question honestly. In my opinion, the major beverage companies need to embrace the Sodastream surge taking place around the world and make their brand name flavors available to Sodastream customers.
Sodastream and Kraft Foods announced a partnership that appears to be the first step in making brand name flavors available for with the Sodastream Home Soda Maker. While details of the co-branding deal are limited, Sodastream will begin by launching Country Time Lemonade and Crystal Light flavors sometime in the second quarter of 2012. Sodastream CEO, Daniel Bimbaum said “We are excited to welcome these delicious Kraft drink Mixes into our Sodastream portfolio…Adding our sparkle to these popular flavors should attract a new audience to both Kraft and Sodastream, and increase awareness of the soda making category.”
Apparently, Sodastream approached Kraft last year to begin discussions about the partnership. According to Sodastream’s Exec. Director of Corporate Development, Yonah Lloyd, Country Time and Crystal Light will be the first branded flavors offered by Sodastream in decades. In an interview on Wednesday, Lloyd went on to say “there are consumers that are brand loyal and in order to get them interested in the Sodastream System, we want to present them with the brands that they love.” Kraft Foods Vice President of Beverages, Doug Weeks said “We’re delighted to be working with SodaStream to help bring these terrific brands to consumers who prefer their beverages carbonated.
Details of the deal suggest Sodastream is targeting an early summer release of the new co-branded effort. Initial flavors offerings will include three flavors of Country Time and five Crystal Light flavors. This will be the first time Kraft flavors are available for carbonation. Consumers who prefer all-natural flavors will be please to learn Sodastream plans to include an all-natural Country Time flavor as part of the initial launch. Many have speculated what this could mean for both the Sodastream and Kraft brands aside from a short-lived boost to stock. Some suggest this opens the door for other Kraft flavors such as Capri Sun and Kool-Aid but Kraft and Sodastream remain silent on these speculations.
I personally don’t see this as a game-changing event for either Sodastream or Kraft foods but it will be interesting to see how this plays out. Hopefully, a Sodastream Kraft deal will open the door for other co-branded partnerships in the future. I can tell you that I personally long for the day I can pick up a reasonably sized and priced bottle of Coke Zero® syrup for Sodastream. Until then, this once loyal Coca-Cola® customer is sticking with the Sodastream Flavors and Homemade Soda Recipes he can use with the Sodastream Home Soda Maker.
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