SodaStream focuses on sparkling water

Israel-based SodaStream International is looking to reboot its sluggish sale of machines and flavours by putting more emphasis on sparkling water.
Chief Executive Daniel Birnbaum noted in an analyst briefing that the CSD market was going through ‘a rapid transformation’ as consumers abandoned traditional soda for more natural, less caloric, water-based beverages with the mega-trend toward health and wellness. SodaStream was, he claimed, ‘in a unique position to capitalise on this transformation and play a pivotal role in the future of the beverage industry’.
Underpinning this will be a remake of the whole company, including the launch of new products, corporate restructuring, moves into other distribution channels and plant consolidation.
“Going forward we’ll be emphasising our marketing position as a leading sparkling water company, supported by an offering of better-for-you water enhanced beverages under the SodaStream brand,” said Birnbaum.
“We will no longer be selling soda makers but sparkling water makers. And our flavours will no longer be sold amidst the syrups, but rather sparkling water flavours. This new positioning is a dramatic shift from our previous positioning as a smart alternative to traditional soda.”
The SodaStream name remains but with more emphasis on ‘stream’. And the fresh start will be promoted through a ‘Water Made Exciting’ campaign in the USA and other key markets. New products will also be water-orientated and soda-style releases will tend to be in partnership with other brands, developing a strategy which Soda-Stream has been building for years.