Kraft Foods, Inc. and SodaStream International, Ltd. announced a strategic partnership for the manufacturing, marketing, distribution and sale of Kraft Foods branded flavors for use with the SodaStream soda making system. This will be the first time that Kraft Foods flavors will be available specifically for use in a carbonated beverage. The initial Kraft Foods brands to participate will be several varieties of Crystal Light, a women's diet beverage, and Country Time, the lemonade brand. One of the new carbonated choices will include an "All-Natural" lemonade. The terms of the deal were not disclosed.
"The carbonated market is an exciting segment for us," stated Doug Weekes, vice president, beverages, Kraft Foods in a prepared statement. "We're delighted to be working with SodaStream to help bring these terrific brands to consumers who prefer their beverages carbonated. It's a perfect marriage of our iconic brands and SodaStream's breakthrough technology."
"We are excited to welcome these delicious Kraft drink mixes into our SodaStream portfolio," said Daniel Birnbaum, CEO of SodaStream in a prepared statement. "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."
The companies plan to have the products available at retail during the second quarter of 2012.
Editor’s Insight: The SodaStream system is designed for the home market, but it’s hard to believe consideration won’t be given to a work place unit. The refreshment services industry has been without a reliable cold drink countertop dispenser since the demise of the Coca-Cola Breakmate.
Many refreshment service operators are hoping that Coca Cola Co. develops a vending application for its Freestyle machine. This would be a major benefit to the vending trade. But a reliable, cost efficient countertop system that can deliver variety in the office would be a great tool for refreshment service operators. 01-06-12 By Elliot Maras
